Samsung and tms created MSCHF around the new Galaxy Ring during NYFW

A woman holding a MSCHF box with the Galaxy Ring

Opportunity 

To support the launch of its first wearable technology, Samsung partnered with tms to introduce the Samsung Galaxy Ring to the premium accessory market via a fashion-forward launch during New York Fashion Week. Samsung tasked tms with identifying non-conformist partnerships that would bring authenticity to a campaign and resonate with fashionistas of all ages, especially Gen-Z.   

A woman holding a phone and Samsung Galaxy Ring

Approach 

As the first ring Samsung has introduced to the market, the Samsung Galaxy Ring needed to be positioned as sleek, stylish, and innovative to break through the noise in wearables. tms searched for brands known for their out-of-the-box approach to design and marketing, seeking a partnership that would mesh Samsung Galaxy’s latest technology with creative artistry to elevate the Galaxy Ring in pop culture.  

Exploring brands with cultural movement moments and alignment to New York City, fashion, and technology, tms determined the best brand partnership opportunities for Samsung during NYFW.  

MSCHF Box with Samsung Galaxy devices

Outcome 

tms brokered a partnership between Samsung and MSCHF, a Brooklyn-based art collective known for its never-do-the-same-twice approach to fashion. The alignment of these two risk-taking brands presented the perfect opportunity to unveil the ring in an elevated and fashionable atmosphere. The campaign marks MSCHF’s first-ever collaboration, making this a rare chance to harness MSCHF’s unique approach in fashion to elevate the Galaxy Ring in pop culture. 

To promote the Samsung Galaxy Ring as a sleek premium accessory and raise awareness for the product in pop culture, Hypebeast and tms created a high style lookbook featuring MSCHF’s custom packaging which they created for the ring and Z Flip6, modeled by the fashion influencers and artist Honey Balenciaga. tms also produced a behind-the-scenes video featuring Honey Balenciaga as she brought us onto set, showing viewers how the Galaxy Ring caters to her on-the-go, fashion-centric lifestyle. 

The overall creative direction presented the Samsung Galaxy Ring within the context of an editorialized setting inspired by the MSCHF Box, the brand’s iconic mystery box. 

A woman in a pink dress with the Samsung Galaxy Ring

We’re excited to have partnered with MSCHF and Hypebeast on behalf of Samsung for this one-of-a-kind campaign to introduce the new Galaxy Ring – an innovative wearable that seamlessly blends technology with style. Our goal was to highlight how this device fits effortlessly into your daily routine, empowering you to reach your health goals while maintaining that chic, modern edge. It’s not just a ring; it’s a lifestyle upgrade.

Kiki Nesic
Senior Account Executive, Samsung Mobile Marketing Partnerships at tms

Results

37.8 Million Total Impressions
26% over-delivery
418,800 Giveaway Entries
3.67% Engagement Rate
10.24 Million+ Video Views

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Creating a one-of-a-kind experience for modern tastemakers

McDonalds clay sculptures

Opportunity

We had the chance to reinvigorate classic menu items through launching McDonald’s first Artist Residency ​program and driving cultural relevancy for one of the world’s most loved brands.

McDonalds Cactus Plant Flea Market

Approach

Working in tandem with McDonald’s agency partners, tms helped amplify the brand’s place in culture by creating a program that connected the brand with today’s leading creatives — a fresh way to promote classic menu items. Known for its designs that feature an array of characters, Cactus Plant Flea Market has a niche place in the cultural zeitgeist and was the perfect partner to kickstart the program. Tapping our collective marketing and sourcing expertise, we turned heritage characters into highly-sought-after premium collectibles. Not only did we design the figurines themselves, but we also developed retail, packaging, and omni-channel assets.

Happy meal with toys

Outcome

This program outperformed projections across many key objectives, including average check amount and units sold, netting ​out to an early end to the program due to depleted supplies generated from high popularity. The ​successes of this program outweighed previous Famous Orders/Big Bet campaigns for the brand. The program also garnered high levels of attention and positive mentions from traditional and social media.

Yellow artist residency figurine being removed from bag

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Modernizing McCafé®

McCafe rebrand illustrations

Opportunity

tms sought to refresh the McCafé® bakery packaging to match the brand’s updated visual identity. It was essential we conveyed that the coffee experience at McDonald’s was simple and uncomplicated with bold graphics that complement the McCafé ® branding.​

packaging closeup

Approach

tms rebranded McCafé® packaging by leveraging the McDonald’s signature gold color scheme and coupling it with simple, playful designs to signal a “gold standard” experience and quality that the customer can trust.

McCafe meal

Outcome

We refreshed the existing suite of McCafé® packaging, producing a modern and cohesive 12-piece packaging system that included bakery and coffee products.

McCafe breakfast spread

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Boosting brand love with an exciting promotion

Opportunity

Noticing a pattern of decreasing visits to its restaurants during the month of October, McDonald’s wanted to introduce a month-long program that would tempt customers back. We made it our objective to turn that around by crafting an experience that drove guest counts, reinvigorated sales, and boosted brand affinity.​

trick treat win

Approach

tms put a new twist on the standard sweepstakes promotion with an exciting Halloween campaign that drove guests back into stores.​

woman putting up pictures

Outcome

We developed a bold program called “Trick. Treat. Win!” which leveraged a timely Halloween theme and a chance at instant-win prizes to delight customers. And for the first time ever, our program gave customers the opportunity to choose the prizes they won. As well as owning the campaign strategy, our creative identity featured across stores, digital channels, and the campaign packaging.

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Results

1.3 Billion
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4.1 Million
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