Cooking with
Galaxy
How can we create social-first content that keeps audiences engaged beyond a single post?
THE SITUATION
This wasn’t just a project—it was my capstone, the final challenge of my college years 🎓. And what better topic than dating?
Let’s be real—dating apps are everywhere. There’s an app for casual hookups, an app for serious relationships, an app for niche communities… and people just download them all. The problem? Choice fatigue. With so many options, dating apps start to blend together, making it hard for any one platform to truly stand out.
Enter Hinge. Unlike swipe-heavy apps, Hinge is all about “Designed to be deleted”—but how can they get more people to see them as the go-to app for finding real love? That’s exactly what I set out to uncover.
THE CHALLENGE
The dating app market is oversaturated, so Hinge needed a game plan to rise above the noise 🔊. My mission? Develop a full-scale marketing strategy to position Hinge as the top dating app for people looking for something real ❤️.
THE SITUATION
You can’t just chop up a TV ad and expect it to slay on social 🔪📱. That’s not how this works. That’s not how any of this works. Social needs its own content—fresh, fun, and built for the platform.
Samsung was looking for exactly that: engaging, scroll-stopping content that would get people talking, interacting, and actually excited about their devices. They’d never done this kind of social-first approach before, so the challenge was real. Our partner agency had a wild idea—Z Flip The Dish—an influencer-led cooking activation that served up a mix of food, tech, and creativity 🍳📸. Now, the mission was to make this sizzle 🔥 on Samsung’s organic social.
THE CHALLENGE
We needed to create content that didn’t just exist—it needed to live. Content that pulled people in, got them hooked, and kept them coming back for more 🍿. This wasn’t a one-and-done post. It had to feel like an unfolding story, something that made people say, “What’s next?”
And of course, it had to showcase #GalaxyAI and the Galaxy devices in the most engaging way—because what’s a cooking show without a little tech magic? ✨
THE STRATEGIC APPROACH
The big question: How do we reimagine the classic cooking show for social? 📺➡️📱
First, I worked with our Influencer team to shape the vision—what kind of content would actually resonate? Who were the right influencers? We didn’t just pick big names; we focused on creators who could blend food, creativity, and Samsung’s tech in a way that felt natural 🎥🍽️.
Then, we built a content plan designed to pull people through a journey, breaking it down into three phases:
1️⃣ Tease – Raise awareness for Z Flip The Dish, building curiosity and anticipation.
2️⃣ Watch – Drive tune-in for the activation, making sure people showed up and stayed engaged.
3️⃣ Wrap – Conclude the experience by driving to the full content and final recipe.
We also laid out a multi-platform content mix, ensuring each piece was optimized for where it lived. IG Reels, Stories, TikTok and more.Each had a role to play, keeping the experience seamless and engaging. 👀.
THE RESULTS
The campaign whipped up 6.2M impressions with 12 posts, serving up just the right amount of buzz for the Z Flip The Dish event. Influencers brought the heat, keeping viewers hooked and eagerly awaiting each new post. The grand finale, with the final recipe reveal, left fans hungry for more. It was a solid debut for Samsung's social presence, proving there's more where that came from!