Samsung — Campus Marketing & Content Strategy
Role: Digital & Experiential Marketing Analyst
Date: Fall 2023
Location: University of Southern California
Description:
Selected as 1 of only 5 Samsung Campus Ambassadors to represent the brand at the University of Southern California (student population: 47,147), Mars executed Samsung’s Fall 2023 collegiate marketing campaign through a combined strategy of digital content production, product education, and on-campus experiential activation.
Across the four-month campaign (September–December), she developed and delivered weekly platform-native content promoting the Galaxy S23 Ultra and Samsung Galaxy Book4 Pro 360. Her deliverables included Reels, TikToks, static posts, Stories, polls, Q&A features, and SEO-optimized captions, each crafted to align with Samsung’s brand guidelines, trend cycles, and performance objectives.
In addition to digital execution, Mars led in-person activations—including tabling, live product demos, and device comparison touchpoints—introducing hundreds of students to Samsung’s mobile ecosystem through hands-on experiences designed to drive awareness, consideration, and product education.
By combining creative production, performance optimization, and experiential engagement, Mars delivered a cohesive, multi-channel campaign that strengthened Samsung’s presence across the USC student market.
Key Achievements:
Produced a weekly pipeline of platform-native Reels, TikToks, and Instagram posts promoting the Galaxy S23 Ultra and Galaxy Book4 Pro 360, generating 30,000+ total views and achieving 2x higher audience retention than Samsung’s baseline student content
Led Samsung’s on-campus experiential marketing efforts, engaging over 2,000 students in person through product demos, device comparison stations, and hands-on feature testing across high-traffic USC locations
Increased booth dwell time by 18 percent and QR-driven follow-up interest by 22 percent through live device education and student-focused trial experiences
Improved content performance by 25 percent in engagement rate and 15 percent in product feature click-throughs by applying SEO-informed captioning, targeted keyword strategy, and trend-aligned editing
Through creative, data-driven content and hands-on brand representation, Mars effectively elevated Samsung’s presence within the collegiate demographic, demonstrating her ability to combine influencer marketing, visual content strategy, and experiential activation to deliver measurable results.