{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"CONSUMER GOODS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"LEO MALAYSIA, KUALA LUMPUR","is_link":false},{"keyword":"TITLE","content":"THE SPONSORED TRUTH ","is_link":false},{"keyword":"BRAND","content":"SAMSUNG","is_link":false},{"keyword":"ADVERTISER","content":"SAMSUNG MALAYSIA","is_link":false},{"keyword":"AGENCY","content":"LEO MALAYSIA, KUALA LUMPUR","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"EMIR SHAFRI","is_link":false},{"keyword":"REGIONAL EXECUTIVE CREATIVE DIRECTOR","content":"JAZ LEE ","is_link":false},{"keyword":"CREATIVE GROUP HEAD","content":"NUR SURYA ABU\/CHUI TUCK LOONG","is_link":false},{"keyword":"ART DIRECTOR","content":"ZAFRI KHUSAINI\/CHUI TUCK LOONG","is_link":false},{"keyword":"COPYWRITER","content":"REGINA MAY GRAY\/NUR SURYA ABU\/JAZ LEE","is_link":false},{"keyword":"BUSINESS DIRECTOR","content":"JONATHAN WONG","is_link":false},{"keyword":"ASSOCIATE ACCOUNT DIRECTOR","content":"WEN JUIN KOK ","is_link":false},{"keyword":"SENIOR ACCOUNT MANAGER","content":"NANDINI RAVINDRAN","is_link":false},{"keyword":"DIGITAL PLANNING MANAGER","content":"PREVINA MURALIGARAN\/RATHA VASUDEVAN","is_link":false},{"keyword":"ASSOCIATE MEDIA DIRECTOR","content":"KARLA DOMINGO","is_link":false},{"keyword":"MEDIA PLANNER","content":"JOYCE TAI","is_link":false},{"keyword":"MEDIA AGENCY","content":"STARCOM MALAYSIA, KUALA LUMPUR","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"When the Galaxy Z Fold7 launched, Samsung wanted to use search ads to drive consideration and purchase. But there was a problem. While brands spend billions every year to appear at the top of Google, 97% of search ads never get clicked. \r
Not because search doesn’t work, but because people don’t trust ads written by brands. Even more so for the mobile category. \r
When people are shopping for a phone, they don’t listen to marketing. \r
They read comments. They check reviews. They trust other people. \r
So instead writing search ads ourselves, Samsung invited people to write whatever they honestly thought about the Galaxy Z Fold7.\r
Then we turned what they wrote into the top Google search results whenever someone searched for our product. The more they wrote, the more they searched. And the more they searched, the more they clicked.\r
With this simple shift, The Sponsored Truth turned search from a brand-owned space into a people-driven one. \r
Search results changed every time someone commented. Ads updated as conversations grew. What people said became what everyone saw. And a channel built for selling became a place for real opinion people could trust, and act on.\r
","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"When it comes to buying a new phone, people don’t trust ads. They trust other people. They read comments, watch reviews, dig through forums, and listen to friends. That’s how they decide.\r
So, we stopped trying to convince people what to think and let them speak for themselves.\r
The Sponsored Truth invited people to write whatever they honestly thought about Galaxy Z Fold7 on Instagram, TikTok, Reddit, and YouTube, and then turned those words into top Google search ads. \r
The words didn’t just stay on social. They became the ads people actually saw and clicked. Participation itself became the message. Real opinions became reasons to engage.\r
By putting real voices where people were already making decisions, Samsung made search something people trusted and wanted to click.\r
","is_link":false},{"keyword":"STRATEGY","content":"When people shop for a phone, they don’t trust ads. They trust other people. They read comments, watch reviews, and check what friends say. \r
Our audience is digital-savvy, socially active, and ready to buy; but only once they feel confident. They spend time on Instagram, TikTok, Reddit, and YouTube, looking for real opinions and reassurance. \r
Here’s the problem: people search for products when they have intentions to act. But while brands spend billions every year on search ads, 97% of them never get clicked only because they’re written by brands.\r
Our strategy was to flip that. Instead of pushing brand messages, we put trusted voices front and center. \r
\r
The Sponsored Truth invited people to write their own opinions on social platforms and turned them into live Google search ads. This meant people saw real comments by real users at the exact moment they were deciding.\r
The strategy converted attention into action, making curiosity turn into engagement, consideration, and ultimately purchase. Every interaction from comments, to searches, to clicks, became part of the user journey. And by connecting social behavior to search intent, we increased relevance, engagement, and trust. \r
","is_link":false},{"keyword":"EXECUTION","content":"The execution had one clear goal: let people’s voices drive search.\r
We invited people to share their honest thoughts on Instagram, TikTok, Reddit, and YouTube. Anything they wrote could appear as a top Google search result.\r
Those comments then appeared instantly as top Google search results. When someone searched for the Galaxy Z Fold7, they didn’t see polished brand messages, they saw real reviews by real people. Results updated automatically as conversations grew, making our search ads a live reflection of what people were saying.\r
Every interaction became part of the journey. People could read what others thought, add their own opinions, and see them appear. Participation became content. Content became clicks.\r
The campaign ran across all key social channels and search simultaneously. Social sparked the conversation, search amplified it at the moment of intent, and the product page closed the loop. By making the audience the writers of the search experience, The Sponsored Truth transformed the media space into a people-powered channel.\r
","is_link":false},{"keyword":"RESULT","content":"The campaign reached 94% Search Impression Share, putting the Galaxy Z Fold7 consistently at the top of Google results. As people wrote, shared and screenshot their own headlines, social engagement soared with a 317% increase compared to industry benchmarks.\r
Every comment added to search drove higher consideration and interaction, and the campaign achieved a 3.9x Return on Ad Spend, showing clear commercial impact.\r
Most importantly, people acted. The search experience delivered a 10% uplift in purchase among our target audience, proving that real opinions drive real results.\r
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