Samsung Home Entertainment’s “Martharita” Moment (2023)

Associate Creative Director - Ogilvy

Objective

To amplify its annual event and new celebrity partnerships, Samsung leaned into lifestyle storytelling with Martha Stewart, Rosario Dawson, and Carl Nassib. The moment everyone remembers? Martha ran out of glasses, grabbed a measuring cup for her “Martharita,” and went viral.

Strategy & Execution
We capitalized on the viral moment within 24 hours, creating a TikTok stitch with trending audio and sharing across TikTok, Reels, and Shorts—showcasing Samsung as a brand tapped into culture, not just tech.

Results

  • Viral attendee TikTok hit 2.4M views, shared by outlets like TODAY, Betches, and Deuxmoi

  • Samsung’s stitch became its top post of 2023 (+195% impressions, +179% engagement)

  • +9K followers in one day; overall +144% above benchmark growth with 98.8% positive sentiment

  • Event drew 70% media attendance, including lifestyle outlets (Vogue, Rolling Stone, Women’s Health)

  • Coverage generated 558M+ impressions, with lifestyle press driving ~65% tied to the Martha Stewart moment