Inspiring Brand Love


For Samsung it was a milestone moment. Riding high on sales growth fueled by the success of its Galaxy S smartphone, the company announced record-breaking financial results and happily stepped into the spotlight as the world’s leading maker of consumer electronics. But while the brand ranked first in sales, consumer affinity and loyalty lagged behind. Indeed, despite many CSR initiatives on many fronts, U.S. consumers often ranked Samsung below its peers for its level of perceived social impact.

Samsung North America retained BBMG to reset the strategy, paring and unifying various cause marketing programs behind a bold new approach designed to go global after breaking in the United States. We had four months.


We analyzed dozens of programs and issue areas. Evaluated existing assets and strategic partners using our proprietary methodology. Through it all a key insight emerged: like no other brand, Samsung can leverage technology to help young people discover and design a better world. We identified education as a singular focus area where the brand could make a unique difference thanks to its ability to increase access to digital technology, not to mention its vested interest in promoting Science, Technology, Engineering and Math (STEM).


To inspire and equip a new generation to think creatively, work collaboratively and design solutions to our community challenges, we invited the nation’s students and teachers to “Solve for Tomorrow.” A nationwide competition designed to engage our future innovators, “Solve for Tomorrow” inspires educators and students to tackle the issues that matter most to them and their regions.

Throughout the competition, approximately $2 million worth of prizes are presented by Samsung and partners like Adobe, Fortune, PBS TeacherLine, DIRECTV, the National Environmental Education Foundation and Digital Promise.


Initially launched with the help of Samsung ambassador John Legend, “Solve for Tomorrow” is now in its fifth year in the United States and has been adopted by the company as a global CSR platform. Last year more than 2,300 schools entered the U.S. challenge.

Perhaps most important, “Solve for Tomorrow” has imbued Samsung’s commitment to positive social impact with lasting resonance, raising awareness of how technology can empower youth and improve learning; shifting teacher and parent attitudes about technology from anxiety to excitement; and inspiring real-world success stories in communities that need the creative problem-solving.

“At Samsung, we know we have to address the technology gap in classrooms across the country. ‘Solve for Tomorrow’ is a great vehicle for that goal. We saw very strong community impact and engagement last year, and we’re looking forward to building on that momentum. BBMG played a critical role helping us sharpen our thinking and edit our programmatic focus. They are responsive, creative, passionate and bring a strong network of influencers to the table.”

David Steel, Executive Vice President, Samsung Electronics North America