Long-term content strategy: documentaries, music videos, and shows with 40M+ views.

What did we do when Samsung gave us the rare chance to take over the content strategy, creative, and production for its YouTube channel?

We started by pitching ideas directly to the audience — in pre-rolls. Only the formats people actually stayed to watch made it into production.

The result: a whole lineup of YouTube shows, music videos, short films, and documentaries with 40M+ views combined, making Samsung Russia the biggest Samsung-branded YouTube channel worldwide.