The approach

• Work with the perfect talent who will engage audiences through their interests, and have the authority to bring the product benefits to life
• Focus on the optimum blend of multi-platform activations we know will deliver the best results
• Integrate a new and bold dimension to the campaign which will deliver new experiences and additional unique content The challenge was to design an experience that:
• Felt editorial-first (not advertorial)
• Encouraged deep scrolling, interaction and ease of use
• Integrated Samsung branding in a natural, non-intrusive way

The microsite

Designing for engagement I created a scroll-led narrative structure that:

• Broke content into digestible sections
• Used strong visual hierarchy to guide users
• Encouraged continued exploration through pacing and layout
This approach was designed to increase:
• Time on page
• Scroll depth

Overall content engagement

Balancing brand and storytelling to avoid disrupting the user experience:

• Branding was woven into the design system, not overlaid
• Visual styles complemented both editorial tone and brand identity
• UI elements were designed to feel native to the platform

The process

The microsite process involved creating a colour scheme, creating wireframes and mockups. This continued onto development and browser testing. The microsite was easily discoverable on the standard.co.uk site with main navigation link within the Tech channel, delivering editorial integration and endorsement.

Motion-led content for distribution

I created motion assets and social content to support campaign rollout:

• Designed for high performance across social platforms
• Focused on grabbing attention quickly in fast-scrolling environments
• Extended the campaign beyond the core microsite
• Created several social video carousels
• Digital animated advertisments
• DOOH (Digital Out-of-Home)

Multi-device optimisation

The experience was designed with a mobile-first mindset, ensuring:

• Smooth, responsive layouts across devices
• Readable, accessible typography
• Optimised image and motion performance

Outcome

• Delivered a high-impact branded editorial experience aligned with both user and business goals.
• Created a scalable design approach for multi-channel campaign rollout.
• Supported increased audience engagement through structured storytelling and motion-led content
• Almost 3 in 4 readers that recalled all campaign activities intended to buy a Samsung Galaxy Book4 Edge in store
Outperformed the delivery KPIs
• 75k content page views vs target of 40k - over delivered by +87%
• 7m social impressions vs target of 4.25m - over delivered by +63%
• 3.6m video views vs target of 2m - over delivered by +63%
• 37s content dwell time vs benchmark of 32s - over-achieved by +16%
• 4% interaction rate on Brand Story advertisments vs benchmark of 1.59% - ovver-achieved by +156%

Key takeaways

• Strong editorial design can drive measurable engagement when paired with UX thinking.
• The human interest stories were the most popular - readers were captivated by discussions around AI - Dwell Time: 47s
• Subtle brand integration leads to better user experience and stronger brand perception.
• Motion and social assets are critical for extending campaign reach and performance.

Source: Adobe Analytics, MR Perspective on-street interviews, ESI-Q powered by YouGov