Case Study

Samsung x AMD – Dual UHD Monitor Launch

Samsung launched the world’s first Dual UHD gaming monitor. We built a creator-led campaign that made the product land natively and scale from Nordics to global.

Year:

2024

Industry:

Gaming Hardware / Consumer Electronics

Team:

3 creators, full in-house production and multi-platform rollout

Live website:

https://www.samsung.com

The Problem

Samsung introduced a category-defining product, the world’s first Dual UHD monitor capable of ultra high refresh rates. The challenge was not awareness, it was making the innovation understood and relevant within gaming culture.

Gaming audiences do not respond to technical specs alone. Even breakthrough hardware gets ignored if it feels like traditional advertising. The product needed to be experienced through real gameplay, real creators and real setups to translate performance into something tangible.

Dual UHD gaming monitor

World first

Dual UHD gaming monitor

World first

Dual UHD gaming monitor

World first

High refresh performance showcased

240Hz

High refresh performance showcased

240Hz

High refresh performance showcased

240Hz

Scaled beyond Nordic launch

Global rollout

Scaled beyond Nordic launch

Global rollout

Scaled beyond Nordic launch

Global rollout

Solution

We built the campaign around creators and gameplay, producing a full commercial that demonstrated the monitor in real use and distributing it natively through talent channels.

We handled the entire execution from concept to final delivery. The campaign featured BikiniBodhi, GeT_RiGhT and Slop3, combining credibility, entertainment and competitive authority. The commercial focused on showcasing the Dual UHD format and performance in actual gaming scenarios, rather than abstract product messaging. Distribution ran across Twitch, YouTube and social platforms through the creators themselves, turning the campaign into content rather than interruption. The campaign launched in the Nordics and expanded globally as performance validated the approach. Why this worked: • Product in context: The hardware was shown in real gameplay, not explained • Creator credibility: Trusted voices made the innovation believable • Native reach: Distribution matched how gaming audiences consume content

Testimonial

The product spoke for itself once it was placed in the hands of the right creators. The campaign felt natural to the audience and scaled far beyond the initial market.

Marc O.

Co-CEO, Nightday

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