Micro-influencer program
Creative and copy lead on Samsung’s first-ever ambassador program, managing a team of writers and owning leadership responsibilities.
Origin, Overview, Results
Timing is everything, and I was lucky enough to start at Cheil right as they were preparing to launch Samsung’s first college ambassador program. Then, a series of events left me as the lone copywriter just two weeks before the launch. Still fresh with new-job jitters, I decided to take the bull by the horns. Initially, I was just filling in. But within those two weeks, I became a pivotal part of the program and remained lead copywriter for two years, a role that involved such balance and skill; only an ACD could fill it after my parting.
So what is it? Simply put, Samsung's version of a campus ambassador program. We recruited Gen Z micro-influencers to join and grow their following with Samsung. We gave them prompts, and they would create posts and share on socials. Ambassadors earned points for each post they made, which they'd cash in for awesome prizes on Jebi.
Jebi [dʒˈɛbi] noun
The website we created for this program, a gamified influencer management system hosting ambassador communication, prompts/creative briefs called "Bounties," the Jebi Store, and tracking ambassador points for use in the Jebi Store. Jebi was awarded an Honorable Mention for Innovative Use of Interactive Technology at the 2026 ADDYs.
My role expanded across copy to creative direction and social media concepting. It started when I created the brand voice. Of course, Samsung has its own polished and familiar tone. But now, we were trying to reach a new market of Gen Zers. Copy for this program was uniquely private, seen only by our college-aged ambassadors. This left room for us to embody a new voice. With guidance from our strategy team, I coined a tone that was young, witty, and upbeat. It leaned into trends and memes, creating endlessly fresh angles for website, email, and SMS copy.
After creating the brand voice, I became head copywriter, leading a team of writers to create Gen Z copy that got results. I used that voice to write copy for Jebi, the award-winning website. I led the creative concepting for all Bounties, generating over 300 fresh and Gen Z-focused post ideas and crafting or leading copy for each one. Basically, I ran that sh*t.
And the results? Sheeeeesh. Within the first half of the year this program even existed, we generated:
29M Video Views
42M Impressions
2M Engagements
BOUNTIES! Bounties! bounties!
Bounties are essentially social prompts optimized for college students and posted to Jebi. They outline the post we’d like ambassadors to create, with a hefty dose of Samsung. Rather than sending one brief to hundreds of people, we wrote 13 a week, each completely different and tailored to the ambassador’s diverse interests, which I personally researched.
Social media is not one-size-fits-all. The girl who likes posting GRWMs and the gym bro who likes sharing his workout routine should NOT be posting the same sponsored content. That's the beauty of this program: individuality came first, and with 13 Bounties to choose from any given week, each ambassador created Samsung posts that remained authentic to their audience.
I led the writing and development of hundreds of unique prompts targeted towards Gen Zs. Owning Bounties also kept my presentation skills sharp because each week I presented all our Bounties to the leaders of the program.
Below are a few examples of Bounties, followed by posts from ambassadors, which yielded over 9 million views and a 5.6% engagement rate. I hope you enjoy their work as much as I do.
Between Bounties, concepting, website copy, and more, I manned the email station. This program depended on some pretty strict deadlines to generate content. Before Bounties disappeared, ambassadors had to complete at least a few based on their contract. Between deadline reminders, Bounty expiration dates, program memos, announcements, rewards and point reminders, new Jebi Store items, and contract call-outs, our emails covered just about everything and also expanded into SMS messaging and Discord messages.
