Ghost Skins

Objective

Samsung partnered with a major Chinese game publisher to create a social impact campaign that connected the gaming community to charity. The campaign aimed to leverage influencer gaming culture and in-game purchases to fund real-world assistance, providing clothing to children in need while building brand affinity among young gamers.

Solution

Ghost Skins modified the popular mobile game Apocalypse by replacing all character skins with 'invisible' ghost skins—visual representations that only the owner could see in-game. Players purchased Ghost Skins at the in-game shop; 100% of proceeds went to provide clothing for underprivileged children. Top gaming influencers participated in livestreams, buying Ghost Skins and encouraging their audiences to do the same, turning gameplay into a fundraising movement.

Results

The campaign won Silver at the Clio Awards 2025 and received recognition at Clio Health. No mention of participant numbers, sales volume, total funds raised, or reach metrics was found in available sources.