Samsung was a relatively new entrant to the smart camera market worth £55 million. The challenge was to get the enthusiastic amateur (predominantly new customers) to consider the new NX camera range above well-established competitor brands. With the NX, any amateur can shoot like a pro and we needed people to believe it. The strategy was to build a hub of amateur photography that looks like it's been shot by a professional.

The core idea was about democratising photography. We used the famous photographer David Bailey to get our campaign underway. As a British institution, he gave the campaign credibility, cut-through and local-market relevance.

The first phase was to recruit as many brand ambassadors with the name David Bailey as we could find. The hunt was initially sparked through press and online advertising, directing anyone who was, or knew a David Bailey to a social hub in Facebook where they could register. It was quickly buzzing with activity. Social media then drove the recruitment phase forward.

Vloggers and bloggers took to their various social media outlets to talk about the campaign resulting in a huge uplift in applications and interest. Within three weeks, we had 143 David Baileys – from IT managers to train drivers to priests – signed up, validated and heading to London for a high profile training event where they collected their new NX1000 and where the original David Bailey spoke to his adoring army of namesakes.

Britain’s most famous photographer is David Bailey. But he’s not the only David Bailey in Britain.

143 ordinary Baileys were recruited, given the NX1000 camera, trained and sent out to demonstrate the camera’s qualities.

They uploaded their shots to a Facebook gallery and made a series of 20-second Masterclasses for YouTube. The best photos were featured on Facebook and Twitter and used in print advertising and digital outdoor. TV drove viewers to Facebook prompting 13,000 applications from people wanting to be Honorary David Baileys. All they had to do was change their names to Mark ‘David Bailey’ Tutssel, for instance, or Emma ‘David Bailey’ de la Fosse. Not just on their Facebook pages, but to win a camera, they had to change their voicemail or answer "David Bailey here" when they picked up. Top influencers were mailed a signed print which led to 35% of the campaign's positive buzz.

More than 800 photos were uploaded to Facebook by the Baileys.

7 million impressions on Twitter

11 million impressions on Facebook

Over 100 pieces of coverage secured, including picture coverage in The Sun, Metro and Evening Standard

888,153 YouTube views of Masterclasses and 'We are David Bailey' film

13,000 applications to become Honorary David Baileys

606% increase in consideration of Samsung cameras

NX sold out from all the major retailers in 11 weeks

143 brand advocates