How many times have you taken a smartphone photo, only to regret it later?

In a world obsessed with posting photos online, smartphones are always at hand when we want to capture a moment and they allow us to share those snapshots instantly. Unfortunately, even the most cutting edge smartphones aren’t actually very good at taking photos.

Enlisting 32 of the world’s top influencers in 8 key markets, we leveraged their currency on Instagram, showing how the connected Galaxy Camera enhances taking and sharing pictures. We created videos, profiling photographers from each market using the camera. Purchase intent grew 115%.

Enlisting the world’s top influencers, we wanted young people to see what true social currency looks like through the lens of a Galaxy Camera.

32 prominent Instagrammers were selected in the eight markets and were asked to put their city in its most photogenic light using the Galaxy Camera. Photos were uploaded to a bottomless Tumblr page connected to Instagram and other social media networks where fans could vote for their favorites. The city that won the most likes won a massive party in the photographers' honor. A perfectly elegant program, but how to make it iconic?

We worked with media partner VICE to assign photographers a respective camera mode and created eight separate videos profiling each market. We roamed the streets London with Jiri Siftar using Rich Tone. Took a bike ride through Amsterdam with Freek Geurts using Action Freeze, among others.

When these Instagrammers paired Galaxy Camera’s superior photo quality with its Android-based apps and connectivity, they showed young adults the equation for social stardom. We successfully positioned Galaxy Camera at the center of a world obsessed with posting photos online, DRIVING LIFTS OF 58% IN AWARENESS AND 115% IN PURCHASE INTENT. The Tumblr program garnered over 1 Million clicks and the videos received 1.3 Million YouTube views – 300% above benchmark. The “Life’s a Photo- Take It” campaign was a resounding success.