Media > Digital & Social

THE WORST INSTAGRAM ACCOUNT

STARCOM, Amsterdam / SAMSUNG / 2016

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Overview

Credits

OVERVIEW

Idea

The camera is the strongest USP of the Samsung S7; so why not put it to the test?

There is no better use of a phone camera than to show the world your adventures, your life, your view on the world through Instagram. People want their world-view to be pictured as beautiful as possible, therefore a high quality camera is something you need!

We came up with the idea to play with the emotion or urge of having a cool Instagram account.

In Iceland, the country with the longest twilight in the world, we teamed up with an authentic non-hero character; Rúnar Jónsson.

Rúnar was a fisherman with the Worst Instagram account of the world. As his smartphone couldn’t cope with the light conditions, his Instagram was basically a collage of dark squares with long text explaining what we saw.

Samsung came to help & told the Netherlands his story.

Execution

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.

Results

In a short period from 21 April to 11 May 2016, the campaign generated over 45 million impressions.

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

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 an engagement rate of more than 20% per post.

The campaign achieved a result of 224% above benchmark.

Relevancy

Samsung’s introduction of the GALAXY S7 was built around the social medium on which the high quality camera (S7’s strongest USP) would add the most value for its audience; Instagram.

In a non-conventional, truly engaging and response-triggering approach we communicated that the new Galaxy S7 has the best smartphone camera ever, even in low light conditions.

Samsung decided to help transform an Icelandic anti-hero’s Worst Instagram account ever into a beautiful one.

By making the Worst Instagram Account trending and gaining thousands of followers, the Netherlands experienced the power & value of the S7 camera when the account got transformed!

Strategy

The Samsung Galaxy S7 has many great features, but one feature resonates more in this social age than any other: a camera that can take perfect pictures even in low light conditions. The idea builds on this USP in an authentic and engaging way.

The media strategy focuses on Rúnar Jónsson’s Instagram account as the heart of the campaign. We used relevant platforms as seeded articles and social media (video posts on Facebook and YouTube) to capture attention. Consumers are linked to a campaign page – www.theworstinstagram.nl – that features all of the content and drives conversion to Samsung’s online shop.

Background

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 competitive brands bragging about their cameras? We chose to focus strongly on a single USP of the camera: perfect pictures, EVEN in low light conditions.

We wanted to find an authentic character who could really promote the most important USP of the Galaxy S7 and help us to tell the story.

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