Purpose Awards EMEA 2021: Best use of Digital/Social Media

WINNER: Samsung Not a School by Iris for Samsung UK.

Purpose Awards EMEA 2021: Best use of Digital/Social Media

Traditional education struggles to keep up with the pace of technological change and this
was further exacerbated by Covid-19. Samsung UK's 2020 'Compassion Nation' research
revealed only 1 in 10 young adults felt confident about their career prospects, and 68% felt
traditional education hadn't given them the right tools for future success.

Samsung's concept was that if school wasn't preparing young people for the future, it had to
give them the opposite: 'not a school'. It committed to using technology to help students
learn in a more human and relevant way.

Instead of teaching the expected 'digital skills' like coding, Samsung focused on "the four
C's": communication, critical-thinking, collaboration, and creativity. In partnership with
FutureLearn, Samsung developed a platform with both live and pre-recorded sessions from
unconventional educators, who included The British Red Cross and Hubbub, to influencers
such as Lady Leshurr, Liv Little and Jack Harries.

To ensure maximum participation and reach, the experience was free to join and available in
two accessible formats, as four 'self-led' courses and four immersive two-week courses. A
nationwide GenZ social media campaign leveraging the course influencers, ran across
YouTube, Facebook, Instagram and Snapchat, driving awareness of 'Not a School' and
encouraging course sign-up.

In 2020, over 17,000 learners enrolled, with 927 days' worth of e-learning completed across
the courses, in just four months. Enrolments have continued to exceed targets and while
learners are primarily UK-based, the course has seen global scale with engagement from
countries such as India, USA and Australia.


Highly Commended

Beats by Dr Dre - You Love Me by PMG for Beats by Dr Dre

In 2020, headphones brand Beats by Dre launched multiple initiatives aimed at connecting
with the younger generation, including the 'You Love Me' campaign. This was an effort to
express the brand's response to a turbulent year marked by vociferous calls for greater
equality, and honest reassessments in all areas of culture in how Black voices and Black
people are valued. A two-minute film launched on YouTube while digital media focused on
reach and generating as many views as possible on YouTube. The brand also
complemented TV spots within NFL and NBA broadcasts with social TV targeting, capturing
second-screen audiences and driving them to YouTube to view the entire film.



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