1. Meeting Samsung through a personal creative campaign

Lilthu quickly attracted more than 800,000 followers with funny, honest videos and a distinct personality, thanks to her ability to connect emotionally with Gen Z. Her recognizable style caught the attention of many brands, including Samsung, which is always looking for creative, approachable ways to reach young people.

2. Samsung becomes a creative collaborator

Samsung became more than an advertiser; it was a partner in the way Lilthu shared her content:

  • Taking part in Samsung Inspiring Camp, where technology experiences inspired Lilthu and helped her develop her next content strategy.

  • At product experience sessions, Lilthu created content from her own feelings and insights. She did more than introduce features: she shared how the products changed her experiences of creating and learning.

3. Building her own storytelling style with the brand

Lilthu doesn’t present a product as an advertisement; she makes it part of her own story:

  • On TikTok, she records moments of creating, filming, and editing content with Galaxy Flip. She shows its convenience and flexibility while keeping the “main character” feeling of modern Gen Z life.

  • On Instagram, she posts fashion photos that incorporate a smartphone, showing an energetic, modern style that still feels real and speaks to followers interested in lifestyle and technology.

4. Planning a long-term partnership and content development

Samsung works with Lilthu beyond individual campaigns, building a long-term content relationship:

  • She becomes a creator who appears across content about experiences, creativity, and exploring technology, without losing what makes her “Lilthu.”

  • The videos show how Samsung gives creators control over storytelling: they do more than promote products; they tell stories young people can relate to.

5. Impact and connection with the community

Lilthu and Samsung’s partnership goes beyond the numbers:

This partnership shows that when a brand understands a creator, and the creator tells stories sincerely, content can go beyond a video and become a meaningful emotional experience.

It creates an emotional connection and a community that feels close to the brand. Viewers don’t feel they are being advertised to; they see themselves in the story, then remember Samsung as a natural part of Gen Z life.

From the original Lilthu journal. First published 23 Aug 2025.