5 Days. 1 Love Story. Samsung India's Much Talked-About Launch.

My Role: Communication Strategy · Copywriting

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The Brief: Samsung India needed to launch its Instagram page with Gear S2 as the hero product of this launch. The Gear S2's revolutionary rotating bezel had a campaign line: Gets Better With Every Turn. Samsung needed a way to bring that line to life — not as an ad, but as something people would actually feel.

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The Insight: What else gets better with every turn? Love does.

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The Idea: #LoveGetsBetterWithEveryTurn

​For 5 days leading up to Valentine's Day, we told the story of a couple falling deeper in love — one Instagram post at a time. Each day, a new chapter. Each post, a new turn. The Gear S2 lived naturally inside the story — on her wrist, in their moments — never announced, never forced. Followers didn't know how the story ended until Valentine's Day. The suspense made them follow.

The story made them care.

The Results: 3.4M Impressions · Gold Adgully Award for Digital Marketing ​