The Connected Kitchen

Campaign Overview

A lifestyle series showing how smart home technology integrates seamlessly into daily life, told through the lens of five real families across different cultures and living situations.

The Challenge

Smart home technology often feels cold and clinical in marketing. Samsung needed content that showed genuine human warmth while demonstrating product capabilities in real-world settings.

Creative Approach

We chose families over influencers. Each episode was built around a meal — cooking together is universal, and it naturally showcases how technology can reduce friction in daily life. We spent full days with each family, capturing not just the tech moments but the laughter, the mess, and the real conversations around the table.

Deliverables

5 x 8-minute YouTube episodes
30 x vertical short-form clips
Recipe collaboration content
Interactive kitchen tour experiences
Behind-the-scenes podcast episode

Results

6.2M total views
3.8% click-through rate (industry average: 0.9%)
45K new SmartThings app installations attributed to campaign
Featured in Fast Company's Innovation by Design awards
Extended to a second season with new family stories

“We've tried influencer campaigns before, but this was different. Alex made technology feel human. The families in the series became real advocates for our brand, not just paid endorsers.”

David Park

Head of Content, Samsung SmartThings