Samsung Lao: Love and Care Project

Samsung Lao wanted to grow its corporate social responsibility footprint in Laos with the Love and Care Project 2024, an initiative putting advanced technology and educational resources into the hands of underprivileged students.

A donation alone would not build the brand's standing in a market where Samsung competes for trust as much as for sales. The company needed a structured communication and media strategy that would showcase its contribution credibly, engage local communities and align the programme with government and school partners.

Ruder Finn Era framed the project around the students and schools rather than the products, so that the brand story was one of educational opportunity in which Samsung played a visible but supporting role.

The team developed a content strategy aligned with Samsung's goals, built a media relations plan for the handover event and kept messaging consistent across online and offline channels. It also coordinated with local government, schools and third-party partners to manage event logistics, providing hands-on support throughout.

The programme strengthened Samsung Lao's brand presence in the country while addressing real educational needs, giving the company a CSR platform it can build on in future years.