We reached out to 32 influential Instagrammers – the world’s most mobile-reliant, social photographers – from 8 global cities and challenged them to prove that their city was the most photogenic in the world using the Galaxy Camera.

Each week the photographers were challenged to complete a different photo mission, highlighting each of the camera’s features. They used the camera to post photos to Instagram using our competition hashtag. We curated the best images for the Samsung-branded Tumblr Hub ‘Life’s a photo’, encouraging consumers to vote for their favourite city. Berlin was crowned the winning city and received a special city celebration.

Over 3 months the campaign reached over 79m people. 779 #lifesaphoto photos were shared to Instagram, creating 2m likes and 40,000 comments.

More than 330,000 visitors came to our Tumblr hub to see the best of the city photography and support their favourite, generating over 165,000 Tumblr notes and 44,000 photo shares to other social networks.