Sep 20, 2025
Samsung x Luota Agency – Transforming influencer marketing into results
Samsung x Luota Agency – Transforming influencer marketing into results
Samsung x Luota Agency – Transforming influencer marketing into results
Client: Samsung
Agency: Luota Agency Oy
Client: Samsung
Agency: Luota Agency Oy
Tytti Stranding works at Samsung as Channel Marketing Lead. She has over 16 years of experience in results-driven marketing roles at well-known companies such as Neste, Björn Borg, and Valopilkku. Over the years, she has developed a clear view: marketing cannot rely on assumptions. It must be based on facts and produce measurable results.
"It has been common to select an influencer, try it out, and hope for the best. But a company's marketing budget cannot rely on hopes. It is an investment that has to deliver returns."
Tytti also has over ten years of experience in influencer marketing as a buyer. She has created campaigns with various influencer marketing agencies and platforms. She knows the industry's pitfalls and best practices well. At best, influencer content is authentic and builds trust directly with consumers. At worst, measurability is nonexistent, reporting is confusing, and influencer selections are more guesswork than strategy.
Solving the Influencer Industry's typical challenges with Luota AI
Samsung wanted to move away from manual searching and guesswork. Previously, influencers had been manually searched from social media, and various platforms had been used, but no solution offered what Stranding considered essential: influencers that match the target audience.
Luota Agency's self-developed Luota AI technology solved the problem.
"Luota Agency is the first that can provide all data without ambiguities. Influencer selections are made based on facts, and that's a huge difference from everything else I've tried," Stranding says.
The collaboration began by analyzing all previously used influencers. Only two out of seven moved forward. After that, Luota Agency started searching for new influencers based on Samsung's objectives and brand goals.
The first influencer analysis was a positive surprise. Initially, there was nervousness about which names would appear on the list. It included influencers that Stranding and her team had never heard of before, but who were exactly right for Samsung's target audience.
"One of the influencers was recognized as a Gen Z audience favorite, and I hadn't known about their existence. No one can claim to know the entire field, and that's exactly why this kind of data is invaluable."
Luota AI also brought healthy rigor and expertise to decision-making. A previously used influencer, popular with the team, was removed from the list because they simply didn't meet KPI objectives.
"That was a perfect example of how decisions are made with data, not emotion. No matter how smooth the collaboration is, we cannot use the company's budget based on who we like. Influencer marketing is marketing, and its job is to grow the business."
Delivering on promises
Collaboration with Luota Agency has been straightforward and effective. Processes are clear, things progress as agreed, and reports finally provide the answers that commercial management needs. Additionally, their commitment to protecting client interests is crucial. We work with many partners, so seamless collaboration is important. No territorial disputes, just genuine work according to client interests.
"The best part has been that all promises have been delivered. Your ability to understand large global corporation processes and the rapidly changing industry, and apply your expertise, is immediately visible."
Reporting and influencer scoring have been eye-opening according to Stranding. There have been clear justifications and risk assessments for each selection.
"This is the first time I can justifiably bring influencer marketing results to budget discussions. Belief doesn't replace knowledge, and finally there is a tool that proves it."
Results clearly better than before
The first campaign with Luota Agency's influencers was more successful than any before. Particularly significant is that success was immediate with completely new influencers.
This is exceptional because normally new faces don't produce great results the first time, as products are not yet familiar to followers or to the influencer themselves.
"The most important metric in influencer marketing is engagement, and it grew by 32 percentage points thanks to Luota AI's influencer selections compared to previous similar campaigns."
Feedback on the most recent influencer selections has also been positive from other country units outside Finland. At Samsung, influencer marketing is now seen in a completely new light.
"I couldn't imagine doing influencer marketing anymore without Luota AI. The bar has been set really high, and the promises have been delivered with actions," Stranding summarizes her experience unequivocally.
The bar for influencer marketing results had not been very high before, but with Luota AI technology it has risen to a new level.
Influencer marketing is no longer trial based on guesswork but a measurable, data-driven part of the marketing strategy that supports growth.
"We are so grateful that we got to show a brand like Samsung what influencer marketing can be at its best," says Janika Tommila, one of Luota Agency's founders, who is responsible for the Samsung account.
Tytti Stranding works at Samsung as Channel Marketing Lead. She has over 16 years of experience in results-driven marketing roles at well-known companies such as Neste, Björn Borg, and Valopilkku. Over the years, she has developed a clear view: marketing cannot rely on assumptions. It must be based on facts and produce measurable results.
"It has been common to select an influencer, try it out, and hope for the best. But a company's marketing budget cannot rely on hopes. It is an investment that has to deliver returns."
Tytti also has over ten years of experience in influencer marketing as a buyer. She has created campaigns with various influencer marketing agencies and platforms. She knows the industry's pitfalls and best practices well. At best, influencer content is authentic and builds trust directly with consumers. At worst, measurability is nonexistent, reporting is confusing, and influencer selections are more guesswork than strategy.
Solving the Influencer Industry's typical challenges with Luota AI
Samsung wanted to move away from manual searching and guesswork. Previously, influencers had been manually searched from social media, and various platforms had been used, but no solution offered what Stranding considered essential: influencers that match the target audience.
Luota Agency's self-developed Luota AI technology solved the problem.
"Luota Agency is the first that can provide all data without ambiguities. Influencer selections are made based on facts, and that's a huge difference from everything else I've tried," Stranding says.
The collaboration began by analyzing all previously used influencers. Only two out of seven moved forward. After that, Luota Agency started searching for new influencers based on Samsung's objectives and brand goals.
The first influencer analysis was a positive surprise. Initially, there was nervousness about which names would appear on the list. It included influencers that Stranding and her team had never heard of before, but who were exactly right for Samsung's target audience.
"One of the influencers was recognized as a Gen Z audience favorite, and I hadn't known about their existence. No one can claim to know the entire field, and that's exactly why this kind of data is invaluable."
Luota AI also brought healthy rigor and expertise to decision-making. A previously used influencer, popular with the team, was removed from the list because they simply didn't meet KPI objectives.
"That was a perfect example of how decisions are made with data, not emotion. No matter how smooth the collaboration is, we cannot use the company's budget based on who we like. Influencer marketing is marketing, and its job is to grow the business."
Delivering on promises
Collaboration with Luota Agency has been straightforward and effective. Processes are clear, things progress as agreed, and reports finally provide the answers that commercial management needs. Additionally, their commitment to protecting client interests is crucial. We work with many partners, so seamless collaboration is important. No territorial disputes, just genuine work according to client interests.
"The best part has been that all promises have been delivered. Your ability to understand large global corporation processes and the rapidly changing industry, and apply your expertise, is immediately visible."
Reporting and influencer scoring have been eye-opening according to Stranding. There have been clear justifications and risk assessments for each selection.
"This is the first time I can justifiably bring influencer marketing results to budget discussions. Belief doesn't replace knowledge, and finally there is a tool that proves it."
Results clearly better than before
The first campaign with Luota Agency's influencers was more successful than any before. Particularly significant is that success was immediate with completely new influencers.
This is exceptional because normally new faces don't produce great results the first time, as products are not yet familiar to followers or to the influencer themselves.
"The most important metric in influencer marketing is engagement, and it grew by 32 percentage points thanks to Luota AI's influencer selections compared to previous similar campaigns."
Feedback on the most recent influencer selections has also been positive from other country units outside Finland. At Samsung, influencer marketing is now seen in a completely new light.
"I couldn't imagine doing influencer marketing anymore without Luota AI. The bar has been set really high, and the promises have been delivered with actions," Stranding summarizes her experience unequivocally.
The bar for influencer marketing results had not been very high before, but with Luota AI technology it has risen to a new level.
Influencer marketing is no longer trial based on guesswork but a measurable, data-driven part of the marketing strategy that supports growth.
"We are so grateful that we got to show a brand like Samsung what influencer marketing can be at its best," says Janika Tommila, one of Luota Agency's founders, who is responsible for the Samsung account.
