Title	THE WORST INSTAGRAM ACCOUNT. EVER!
Brand	SAMSUNG ELECTRONICS BENELUX
Product/Service	SAMSUNG GALAXY S7
Category	A02. Durable Consumer Goods
Entrant	CHEIL BENELUX Amsterdam, THE NETHERLANDS
Idea Creation	CHEIL BENELUX Amsterdam, THE NETHERLANDS
Media Placement	STARCOM Amsterdam, THE NETHERLANDS
Production	WEFILM Amsterdam, THE NETHERLANDS

Name	Company	Position
Ton van Jole	Cheil Benelux B.V.	Associate Creative Director
Annemiek Den Uil	Cheil Benelux B.V.	Associate Creative Director
Stephan Gonnissen	Cheil Benelux B.V.	Art Director
Ernst-Jan Koomans	Cheil Benelux B.V.	Strategy planner
Mariska Kloezen	Cheil Benelux B.V.	Business Director
Melissa Nieveld	Cheil Benelux B.V.	Agency Producer
Floor Schroeijers	Wefilm	Producer
Jan Boon	Wefilm	Director
Thomas Buelens	Wefilm	Camera
Tim van Paasen	The Compound	Grading
Daniel Falkenhagen Corte Real	The Compound	Online
Kees van Dijkhuizen	Kees van Dijkhuizen	Editor
Marcel Bultman	Postoffice	Sound Design & Mix
Unippm.be	Unippm.be	Music

The Campaign

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 team up with an authentic character who could help us to tell the story. Rúnar Jónsson is a fisherman who likes to share pictures on Instagram. The problem: his smartphone couldn’t cope with the low light conditions, so his Instagram is basically a collage of dark squares. Because you can’t see what is in the pictures, Rúnar often writes extensive captions describing them. To encourage and support him we gave him a brand new Galaxy S7. The story came together in the pictures he took for his Instagram account and a touching online film.

Creative 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.

Through a smart – initially non-branded – mechanism we took the conversation to consumers on their turf. By seeding the Worst Instagram Ever, we actively encouraged our target audience to share and give comments on the posts of the Worst Instagrammer Ever, fuelling the discussion: is this for real? A non-conventional, engaging and response-triggering approach to communicating that the new Galaxy S7 has the best smartphone camera ever, even in low light conditions. With a truly engaging story starring an Icelandic anti-hero that led to amazing and measurable results, both in terms of engagement, behaviour and in increased sales.

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.