Consumer electronics giant Samsung is departing from the usual focus on product features in its new Sync your Style creator-led social campaign.

Instead it is inviting consumers to use their imagination when choosing which domestic appliances to buy. The campaign, created by Iris, focuses on the customisation options and the design quality of Samsung’s tech, rather than the usual functionality features.

Samsung has recruited a number of style influencers to participate in the campaign. They include homeware designer and creative director Matilda Goad and fashion and lifestyle entrepreneur Abisola Omole.

The films themselves consist of social videos ranging from 15 to 90 seconds. Each one showcases how the experts incorporate Samsung tech into their homes in a way that complements their personal aesthetic. The video content is also supported by photographic stills which will be featured across press, earned, owned and paid social.

And there will be an IRL element too – a consumer event at the Samsung KX store in Coal Drops Yard, London.

Ashrita Seshadri, Head of Brand Marketing at Samsung Electronics, said: “This latest campaign is an important feature of our wider growth strategy, effectively communicating our prominence across the lifestyle category. The focus on creativity translates an emotive message to our consumers, demonstrating how our tech contributes to and enhances their personal styles.”