Can the Worst Instagram Account Ever tell the story of the best smartphone camera ever? We went to Iceland, the country with the longest twilight in the world, to find an authentic character that could help us tell the story. Rúnar Jónsson is a fisherman who likes to share pictures of his daily life on Instagram. The problem: his smartphone couldn’t cope with the low-light conditions; his Instagram is basically a collage of dark squares. So we handed him a brand new Samsung Galaxy S7.

Everything that happened was up to Rúnar. We were simply there to document it. We followed him around, talking to him and his wife without a script. The story came together in the pictures he took for his Instagram account and a touching online film.

We made Rúnar Jónsson’s Instagram account the focus of the campaign, bringing authenticity and engagement to the conversation. We boosted the popularity of his dark pictures with online editorial mentions spreading the word about Rúnar, the Icelandic fisherman breaking the Instagram convention of sharing only your best pictures. The Worst Instagram Account Ever attracted a lot of attention. Once Rúnar started adding his new Samsung Galaxy S7 pictures, the conversation really took off. Followers went head to head debating whether this was just a campaign, a true story or both. A lot of heart-warming reactions pushed Rúnar to take more pictures. Fans have started #runarforpresident, which became trending topic. As the campaign snowballed, we seeded the film on social media (Facebook, YouTube). The result: a lot of eyeballs and increasing sales for the Samsung Galaxy S7 and a very happy Rúnar.

In a short period, from 21 April to 11 May, the campaign generated over 45 million impressions.

In just a few days, Rúnar gained more than 5,500 followers on his Instagram.

Media coverage for the Worst Instagram Account Ever generated a click-through of 775%.

The post of his first picture with the Galaxy S7 got over 700 reactions and 2,000 likes.

One of his fans started #runarforpresident, which quickly became a trending topic.

After a few days, the campaign made it to the top 5 virals in the Netherlands.

The account had over 20% engagement rate per post.