Our goal is to strengthen the consistency of our brand presence in the region. These are the first steps of SAM, a vivid and friendly character who from now on will play an important role in Samsung’s awareness campaigns with younger consumers, mainly with generation Z. Know Your Meme Our confirmed section features over 1,000 entries on a wide range of Internet-related topics carefully researched and verified by the research staff. Samsung CMO and Head of Marketing of the Mobile Division, Claudia Contreras, stated: This amounts to Sam being an avatar on Samsung's social channels and website to help customers choose Samsung products. On May 12th, 2022, Samsung announced it had 'hired' Sam to be a 'digital specialist' for the company. The subreddit gained over 13,200 subscribers in one day and over 50,000 subscribers in two days. On May 31st, Redditor OnionR6 created /r/SamsungGirlr34, a NSFW subreddit for the character. In memes, the character has been compared against Resident Evil Village character Lady Dimitrescu that achieved similar popularity in early 2021. In the following days, the character achieved widespread popularity on social media, with users posting fan art, memes and other content.