Samsung wanted to turn users into brand advocates, but most of their users don’t know about the company. So we uncovered the brand’s most incredible untold stories and presented them in a new way. Each chapter had a unique digital interaction—from discovering the meaning of Samsung’s name in 360, to building the phone the world said was impossible, to answering the first phone call from the top of Everest. Following the launch, Brand Preference went up by 21% and Brand Pride increased by 14%—showing that Samsung had stories powerful enough to change perceptions. They just needed to be told.