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, so his Instagram is basically a collage of vague 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 and talked to him and his wife without a script. The story came together in the pictures he took for his Instagram account and made for a touching online film.

We went to see Rúnar Jónsson in Iceland. We had an idea, but not a script. We interviewed him about his life, his work and his hobby. He turned out to be a charming guy. At one moment he explained Instagram to us in his own words by comparing it to his ship’s radio. Absolutely great material you could never script. And his pure emotional reaction when given the Galaxy S7 and reunited with his friend and lifesaver Radek were beyond any expectation.

The footage was cut into a 01:50 seeding film that attracted a lot of views on Facebook and other channels. We also made a 4:00 version as a real documentary portrait of Rúnar. Although the film was created exclusively for online, the impact was so overwhelming that Samsung ran it as a cinema commercial too.

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. You have to share.

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 big 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. A landing page at theworstinstagram.nl acts as a central destination and drives conversion to the Samsung 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. To launch the Samsung Galaxy S7 in The Netherlands, Samsung needed an engaging story that demonstrates beyond any doubt the camera’s unique picture quality.