Every time we strive to surpass ourselves

Maria Sinigerova, Samsung: 

„Every time we strive to surpass ourselves!” 

Maria Sinigerova is the Marketing Manager of Samsung Bulgaria. With over 20 years of experience in corporate and product strategies, Maria manages the launch of new products of strategic importance, planning with partners and distributors, brand positioning, and actively working to maintain positive attitudes towards it. We spoke with her regarding the award from the prestigious international competition IPRA Golden World Awards 2026 for the campaign The Influencer-Made AI (Hi)story, which Samsung developed together with its communication agency Broks Vision.

What does the recognition from the IPRA Golden World Awards 2026 mean for Samsung Bulgaria, and how do you perceive the fact that the campaign was recognized at an international level among projects from over 50 countries?

First of all – the recognition for us is motivation to become even better. Receiving a high evaluation for your work from an independent source and from an organization with international authority is extremely valuable to us. This is also a matter of pride for the entire team involved in the project, as campaigns from all over the world participate in the competition. And because we know that our efforts are in the right direction. However, I also believe that you should not just strive to compare yourself with others, but to surpass yourself.

What was the initial idea behind The Influencer-Made AI (Hi)story and what specific problem in consumer attitudes towards artificial intelligence did you want to address?

Samsung was the first technology brand to position its mobile phones as the first AI smartphones. The introduction of artificial intelligence into people's daily lives raises initial fears and distrust. The goal of the campaign The Influencer-Made AI (Hi)story was to tell people through different perspectives, via various brand ambassadors, using a mix of channels, in an authentic and relatable way, how you can integrate artificial intelligence into your daily life – but most importantly: it will help you be more effective at work and more fulfilled in your free time.

I understand, then, at the beginning of 2025, one of the main goals was to change the perception that AI can replace human labor. However, how did you come to the conclusion that this was the right communication direction for Samsung?

First of all - we based our approach on an analysis of data from a relevant Eurostat survey at the time regarding consumer fears about artificial intelligence. These concerns were primarily due to the limited knowledge and experience with AI tools among a large portion of them. Our goal - on one hand - was to establish the new generation of Samsung mobile devices with integrated artificial intelligence in the market, and on the other - to make AI more accessible and understandable for people, to unlock its full potential. In my opinion, the best way to prove your thesis is to provide relevant real examples, but also to find appropriate channels for the audiences through which they can reach them as effectively as possible.

How did you turn a technological topic like artificial intelligence into a story that is understandable, relatable, and interesting for a wide audience, including people without practical experience with AI?

We told the story together with our partners – influencers and public figures – through content that simultaneously demonstrates with visual examples the integration of artificial intelligence into everyday tasks, while also being attractive and emotionally engaging. And all in a language that is understandable to people.

The campaign included 66 influencers and public figures, and the result is nearly 4000 posts on social media. How did you choose the participants and how did you achieve unity of message with so many different personal brands?

Yes, the campaign is impressive, both in terms of scale and reach, as well as the diversity of the faces we included in it. It is important to note, however, that we have a long-standing history with many of them. Team Galaxy is the community of Samsung ambassadors – it is the largest "family" of brand ambassadors in Bulgaria – all people with experience and authority in what they do – photographers, actors, musicians, television personalities, athletes, models, public figures from various fields. Among them are, for example, Alexandra Bogdanska, Naum Shopov, Desislava Stoyanova, Dimitar Berbatov, DARA, Georgi Blazhev, and others. For the purposes of the campaign, we invited additional authoritative figures to join the Samsung family to achieve maximum reach. Each of them knows their audience best and conveys the brand's messages and their personal perspective in their own language. 

How do you build a community of ambassadors who not only promote Samsung products but also share the values and philosophy of the brand?

The short answer is – we inspire them. A brand ambassador community is built slowly and with a lot of persistence – with communication and an approach that is different for each one of them. Ultimately, this is something we expect from them in their work with their audience – to find their way to convey the messages that are important to us. We look in one direction, aligned with the goals and communication line of the company, of course, in the context of the world around us. But we also hold and are particularly proud of the fact that within this community there is its own dynamic and communication. Our ambassadors know each other well and share common interests and values.

One of the most impressive moments in the campaign is the first AI fashion show in Bulgaria, where influencers walk the runway as eight-meter holograms wearing outfits entirely created by artificial intelligence. How did this idea come about and what was its role in showcasing the new generation of foldable devices from Samsung?

Over the past two years, we have managed to establish Sofia as one of the fashion capitals of Europe – with impressive runway shows in the city center – a collaboration between Samsung and the global fashion brand Just Cavalli. And, as we started our conversation – it is important for us to surpass ourselves. This led to the idea of the 8-meter holographic figures walking the runway with our latest mobile devices in hand. Among them, the audience recognized the faces of Aleksandra Bogdanska, DARA, and Naum Shopov, who were pre-dressed and filmed in outfits tailored in a workshop based on sketches created by artificial intelligence. Just imagine the different layers involved in creating such a spectacle – from the real to the digital, back to real life, and then again to the virtual. And the experience for the audience is indescribable. The boundaries between AI innovations and the world around us blur, but this should not scare us in any way – we need to learn to manage this process and maximize its potential.

When a campaign simultaneously presents a product and aims to change public attitudes towards a new technology, how do you measure success? Which results are most important to you – reach, engagement, brand perception, or actual use of AI features?

In such campaigns, our primary goal is to engage – and here we mean engaging on an emotional level – our ambassadors and partners with whom we work. So that they can identify with the content and convey it in the most authentic way to their audience. Specifically, in the case of the campaign The Influencer-Made AI (Hi)story, we first had to train them on how to integrate artificial intelligence from Samsung's mobile devices into their daily lives – from more ordinary tasks to content creation – filming and editing. We did this through a special masterclass dedicated to artificial intelligence. And the results were quick to follow – the members of Team Galaxy were extremely active and satisfied with this internal community event. We also received recognition for this initiative – many positive comments from them, which they shared on their social networks.

And then it’s their turn: based on our brief, to convey what they learned to their audience. The way we measure success is complex – there are quantitative parameters, but also qualitative ones, including changes in attitudes.

How did the collaboration with Broks Vision unfold – from the initial idea to the realization of the campaign? What were the biggest challenges and what made the partnership successful?

Great as always, exceptional professionals and creative individuals. For me and the Samsung team, it is a pleasure to work with them. The recipe for success lies in mutuality and two-way communication. In the team from Broks Vision, we see not just executors, but experienced consultants.

When you received the news about the international award, what was your first feeling? Was there a specific moment during the realization when you realized that the campaign could exceed your expectations?

I felt happiness and satisfaction. When starting the project, I thought the task was difficult, but had the potential to become special. And it did. When we received the award, I remembered the challenges we had gone through, but with a smile – because this type of campaign is a pleasure for us. I will tell you about a moment from the ceremony in Athens at the end of September, where we, together with colleagues from Broks Vision, received the award personally from Esther Koba, the president of the International PR Association. Just before the official part started, she came to our table and, in a serious tone, announced that she had important instructions for us – we listened attentively, expecting guidance on where to go on stage or how many minutes to limit our speech. And in that moment, with her charming smile, she said, “I want one of you tonight – just to have fun!”. This is a wonderful attitude.

How has the role of influencer marketing changed in recent years? Is it enough today for an influencer to have a large audience, or are trust, authenticity, and the ability to explain complex topics much more important?

To be a good influencer in the long term, you need to know how to create good content, how to present it to the audience in the best way, i.e., to know your audience well, to understand what they will react to and how to excite them. These are skills you learn. That’s why I have always said that not everyone with a large audience can become an influencer. This is a profession like any other - it requires skills and diligence.

Artificial intelligence is already changing the way marketing teams create content, analyze audiences, and plan campaigns. Where do you see its greatest potential, and which activities still require human judgment, creativity, and empathy?

Its greatest strength is the rapid processing and analysis of large volumes of data, but then comes the fine-tuning of the human mind and experience. And last but not least, we ultimately bear the responsibility for our decisions, not the chatbot. We need to be aware of that.

If you had to summarize the most important lesson from The Influencer-Made AI (Hi)story for the future of marketing, what would it be? And what can we expect from Samsung Bulgaria in the development of communication between technologies, people, and brands?

Let’s not deny or reject novelties just because we are not familiar with them. Let’s be open to the possibilities of technologies and innovations so that we can use them in the best way for our benefit. This will make us better professionals in the long run. If we move along with the development of the world, it means we are developing too.