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.

The idea called for a campaign that is mobile and social-first, authentic and engaging. That’s why we made Rúnar’s Instagram account the pivot of 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 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 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.

The Samsung Galaxy S7 has many great features, but one feature resonates more in this social age than others: a camera that can take perfect pictures even in low-light conditions. This idea created the big opportunity to ‘own the twilight’; the magical moment to shoot stunning pictures, just before sunrise and just after sunset. The idea builds on this strategy.

The media strategy focuses on relevant platforms that work across mobile devices and desktops: Instagram, seeded articles and social media (video posts on Facebook and YouTube). Consumers are linked to a campaign page that features all of the content and drives conversion via Samsung’s mircosite.

The new Samsung Galaxy S7 phone has the best camera ever built into a smartphone. It creates stunning pictures, even in difficult and low-light conditions. But how do you convince consumers of this fact when the competition has blinded them with a global OOH campaign featuring their own camera. We chose to take the conversation to the consumer on their turf online, on social platforms and with an engaging story that demonstrates beyond any doubt the S7 camera’s unique picture quality.