Covid-19 has put certain limitations on new product launches, with most physical events being out of the question. Brands wanting to showcase their latest tech offerings to consumers have had to find ways to give a hands-on experience without getting any hands on the product itself.
This was the challenge that faced Samsung’s Middle East team when the Korean phone manufacturer wanted to launch its new S20 Ultra handset. Luckily for Samsung, it has a secret weapon. In April it signed a partnership with Egyptian TV star, comedian and influencer Ahmed Helmy, who has 32 million followers across his social media channels. It was the first time Samsung had produced content with a local celebr
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