tms, Samsung, and TikTok Star Khaby partnered for holiday campaign

Headshot of Khaby Lame in black and white

Samsung Electronics America teamed up with Senegalese-born Italian social media star, Khabane “Khaby” Lame to bring some extra holiday magic this past year. To remind viewers of the magic of the holidays, tms created a campaign with Samsung that encourages everyone to connect with their friends and family. 

tms coordinated a partnership between TikTok creator Khaby and Samsung to create, record, and share the holiday magic through Samsung Galaxy devices. To do so, Khaby handed out Samsung Galaxy Golden Tickets to deserving winners and documented these moments throughout a mini-series. There was also an in-person event at Samsung’s flagship store, 837, in New York City on December 16, 2023, where Khaby kicked off the partnership and met with fans.  

The digital campaign will run across Instagram, TikTok, and YouTube, consisting of two mini documentaries which follow Khaby on two Galaxy Golden Ticket giveaway days. Khaby travels to New Orleans to meet with TV personality John Batiste the first day, where Jon shows Khaby around his hometown and unveils a few surprises for viewers along the way! 

The second video consists of Khaby traveling to Los Angeles to visit UCLA basketball player Sebastian Mack, who shows Khaby around campus and even takes him to a grueling basketball training session. Not only did viewers get an inside look at the Galaxy Golden Ticket experience, but UCLA Head Coach Mick Cronin also made a special guest appearance.

Samsung gave us a lovely brief to create an attention-winning, joy-spreading campaign, and we believe this activity with Khaby is going to deliver that in spades. We cannot wait to see how the unsuspecting winners react.

Ed Lancaster
Senior Vice President Client Services at tms