The brief was to develop an introduction campaign for the new Samsung Galaxy S7 with a focus on social engagement and storytelling.

The new Samsung Galaxy S7 has the best camera ever built into a smartphone. But how do you convince consumers of this fact when they are flooded by competing brands bragging about their cameras?

We chose to focus strongly on a single USP of the camera: perfect pictures, EVEN in low light conditions. And started the search for an authentic character who could really benefit from that most important USP and help us to tell the story.

As the heart of the campaign, Rúnar’s Instagram account brought authenticity and engagement to the conversation. We boosted the popularity of his Instagram with online editorial mentions, then we launched and seeded a video – an honest portrait – so that people could meet the man behind the worst Instagram account. In the video we give him the Galaxy S7 in order to encourage and support him, and the video ends with his first "clear" picture.

Once Rúnar started posting his beautiful Galaxy S7 pictures on his Instagram, the conversation really took off. Followers debated whether this was just a campaign, a true story or both. A lot of heart-warming reactions from fans who also started #runarforpresident, which became a trending topic. We boosted the campaign on social media (Editorial, Facebook, YouTube). The result: a lot of engagement, increased sales for the Samsung Galaxy S7, and a very happy Rúnar.