Thai Samsung Electronics · IT & Electronics
Galaxy in Isekai?! Multi-channel Campaign, Completed with a Single WEBTOON IP!
Success Stories · 2026.07.10
As a global tech leader dominating the smartphone market worldwide, Samsung Electronics has maintained strong brand recognition and sales performance in Southeast Asia through its affordable smartphone lineup, while continuously experimenting with diverse marketing initiatives to expand consumer engagement in local markets.
To promote the launch of the new Galaxy A57 5G in Thailand, Thai Samsung Electronics launched a Branded Episode Package campaign through the Thai WEBTOON service. This marked Thai Samsung Electronics' first-ever campaign using a WEBTOON IP, with the key objective of delivering the brand message to local readers in an unobtrusive, immersive way beyond simple product placement.
Case at a Glance (Key Strategies)
Goal — Launch the new Galaxy A57 5G in Thailand and deliver a seamless brand message to local readers
Strategy — Branded Episode with the locally popular title 〈บุษบาเสี่ยงตรีน〉 + video assets + multiple channels, including the creator/brand's social media
Differentiator — Thai Samsung Electronics' first-ever Branded Episode Package, a full-funnel campaign based on a single WEBTOON IP expanding across video and social channels
STRATEGY 1 — Locally Tailored Storytelling
Samsung Electronics selected 'บุษบาเสี่ยงตรีน', a popular B-grade comedy title on the Thai WEBTOON platform, as its campaign partner, and produced a special Branded Episode that naturally weaves the key features of the Galaxy A57 5G into the story's humorous narrative.
📱 Preview the branded episode
〈บุษบาเสี่ยงตรีน〉, a local favorite on WEBTOON Thailand,
was the perfect title for building familiarity and relatability with local audiences.
From platform-wide exposure to seamless product integration
Exposure through the platform's No.1 title→ Detailed description of Galaxy A57 5G within the story → integration into a humorous narrative
💬 The character's description of the product within the episode
EP.1 "The design is exquisite and modern, and the back of the phone is made of glass, while the sides are made of aluminum."
EP.2 "With the 0.6x ultra-wide camera, you can capture every angle without missing a thing and never miss an important moment."
STRATEGY 2 — WEBTOON, a liquid content platform;
A single IP reimagined into various content formats
The advertising package was also strategically designed to create a seamless user journey from the app's main page to the episode-viewing section. Through Premium Home Ads and Series Home Ads, Samsung secured high-visibility placements across key areas of the platform. At the same time, the Branded Episodes were recreated into a video asset for the Viewer-top Video Ad. By transforming the Branded Episode into a video ad, WEBTOON users could engage with it in two formats.
[Campaign structure] A full-funnel ad package, from home ads to episode viewer ads
Click to enjoy the video adaptation of the Branded Episode! ▶
STRATEGY 3 — Expansion into multiple channels & synergy creation
In addition to securing premium placements across major sections of the WEBTOON platform through Premium Home Ads, the campaign directly engaged audiences via the creator’s personal social media channel (X) and Thai Samsung Electronics’ official Instagram account. This demonstrated a best-in-class example of multi-platform marketing, where WEBTOON IP expanded beyond the platform itself into broader brand-owned channels.
Furthermore, the campaign extended beyond the screen into real-world experiences. Information about offline events was shared directly with fans through the creator’s social media channels, while Samsung Experience Store locations hosted interactive fan events. Visitors who took photos with the WEBTOON characters and shared them on social media received exclusive character cards as giveaways. Fans could also participate by delivering secret codes inspired by memorable lines from the webcomic series to store staff, organically connecting fandom engagement with offline brand experiences and offering readers a unique and immersive form of entertainment.
🎪 OFFLINE EXTENSION
〈 Thai Samsung Electronics × บุษบาเสี่ยงตรีน Offline Event Poster 〉
The WEBTOON character card giveaway promotion
extended fandom engagement into the offline world.
KEY RESULTS
Set within a fantasy world in WEBTOON, the combination of Galaxy and the series created the perfect synergy to elevate the brand experience. This campaign demonstrated how deeply and broadly a brand campaign can expand when it not only understands the tone and appeal of content genuinely loved by local audiences but also seamlessly integrates the brand into that world, extending its influence across both digital and offline experiences.
The two-part Branded Epilogue collaboration campaign with 〈บุษบาเสี่ยงตรีน〉 ran through June 11 — thank you, and we hope for your continued interest!
Insight
STEP 1. Designing Creatives for Seamless Title Integration
: By accurately capturing the unique humor of the B-grade comedy title and naturally weaving the product's features into the narrative, the branded episode created an environment where the ad was received as 'content' rather than advertising. For fans of the series, Galaxy was seamlessly absorbed into the story's universe without any sense of disconnect.
STEP 2. Expanding a Single IP into Diverse Content
: The full-funnel strategy of repurposing the branded episode as a Viewer-top Video Ad demonstrated an efficient operating model where a single creative asset could be activated across multiple channels.
STEP 3. Multi-Channel Expansion Beyond the Platform
: Extending the WEBTOON IP assets beyond the platform — through the creator's personal social media, official WEBTOON accounts, Samsung's brand channels, and even offline stores — was one of the campaign's greatest strengths. With fans voluntarily amplifying the content through fandom channels, the brand message was able to reach a broader consumer audience well beyond WEBTOON platform users.