The brief

Samsung have an intranet, where salespeople go to learn about all their latest products, figure out how they work, and soak up all the knowledge they need to make TVs, speakers and projectors fly off the shelves.

The problem was a lot of it was quite dry. The people they were trying to attract were young, often students, who were used to seeing fun content on TikTok and Instagram, not drab content on an internal training tool. It needed to sound different. It needed to sing.

I was approached by Samsung’s marketing agency - KHWS - because they wanted a pithy, irreverent approach to copywriting. How did they know?

The process

I chatted to loads of Samsung people about what they wanted. What do they like? What do they find boring? Then I got onto researching the products, learning as much about them as my brain could handle. Knowledge is power, and in this case it was the power to make those products sound more off-beat.

I developed tone of voice guidelines for future writers to work from, making it easy for them to be just as edgy as me. As it happened, I then got the gig to BE that future writer. I’m very good at following my own guidelines.

The outcome

One very pithy set of tone of voice guidelines and a plethora of online content that makes Samsung easier to sell.