For the launch of the Microsoft Lumia 735 – the ultimate selfie phone – we wanted to find out if selfies taken with a better camera, can be less selfish, and make the world a better place.

Introducing the Selfie Collection - a fashion collection shot with the Microsoft Selfie phone, by some of Scandinavia’s most influential fashion bloggers. Each donating a selfie with a personal item, in an auction raising money for the fight against online bullying.

The campaign was solely promoted through earned media, and created massive PR & social media exposure, due to the good course and the big following the fashion bloggers have.

Microsoft Lumia is a niche phone on the Scandinavian market. So to cut through the clutter we had to find an isolated space where the story of the fantastic selfie camera could be communicated uninterrupted. That space is native advertising, where the voice of real people have greater value than any bought media. Awareness was the ultimate goal, and also giving the audience and urge to find out more about the new Microsoft Lumia 735.

The result was a campaign that engaged a notoriously difficult audience.

Reaching 300,000 people on Instagram alone, with more than 10,000 comments and likes.

300,000 people were reached elsewhere in social media, and the project reached more than 900,000 people through PR - with a total of more than 3 million media impressions.

Best of all, the campaign drew attention to an important issue in modern society around online bullying, and both raising awareness, a sizable amount for cause, all while doubling the sales of the Lumia 735 in retail.

We got some of the most notable fashion influencers in Scandinavia to donate a selfie, while wearing an item up for auction, donating money to the children’s help line, in their fight against online bullying. All selfies where shot in a bespoke selfie studio, and put up for auction on Scandinavias leading fashion auction site, Trendsales.dk

The campaign centered on the Instagram feeds of the influencers, encouraging people to place their bids in the auction, with an project overview given on Tumblr, Facebook & in physical gallery spaces. The campaign ran according to plan, spreading from more than 10,000 shares to people we would have never reached through paid media.

iPhone and Samsung are the main players in the Scandinavian telco market. It's impossible to compete with them on traditional platforms, and to get the attention of the consumer we needed to do something different. PR through influencers is a good strategy for that, and by creating an interesting concept with a good purpose. We were allowed to reach their followers through the native platforms they already use.

The Microsoft’s Lumia 735, has been called the ultimate “Selfie Phone” due to it’s 5-megapixel, HD front-facing wide-angle camera. A relevant product for fashion bloggers who make a living from taking great pictures. And also for a very influential group of people, who have a big outreach.

By creating the campaign around them and the native platforms they use, we created a space for the Microsoft Lumia 735, where it didn't have to compete against other smartphones, and at the same time activating a notoriously difficult audience.

Very few people in Scandinavia have a relationship with Microsoft Smartphones, so the starting point for interacting with the product had to start somewhere else. Like auctioning for an item in a Selfie Collection.