Case SAMSUNG PR Arctic Circle Trail

Nordic PR Concept: Turning Product Testing into Authentic Storytelling

Turning testing into authentic experiences worth publishing.

Challenge/Objective: Samsung MX Nordic wanted to strengthen its premium positioning within sports watches and differentiate Watch 5 Pro from Apple Ultra through authentic product experiences.

Solution / What I did

• Developed the concept “Bucket List Test Trips,” a 3-day trail-running and product testing experience for journalists across the Arctic Circle.

• Planned and led the entire activation: location scouting, Nordic journalist selection, local execution, and storytelling framework, and guided the experience.

• Conducted product demo’s and authentic feature testing

  • Navigating with the watch compass, stress test, running datapoints, morning yoga, and testing battery time in the wild without electricity for three days. 

• Ensured the product test became an unforgettable story that journalists wanted to publish.

Result/Impact

• Strong Nordic media coverage and journalist  engagement.

• Established Watch 5 Pro as the most credible outdoor smartwatch in the region.

• Contributed to a +352 % increase in PR performance within 12 months