In a world where your social media says so much about you, it’s no longer enough to simply take snaps. We wanted to get people to stop and think about the importance of every image they share.

We launched a Europe-wide integrated digital campaign with a competition at its heart. The idea was articulated in a memorable campaign line:

DON’T SNAP, SHOOT

Aimed at inspiring ‘insta-influencers’, we challenged them to do just that – don’t just snap, shoot. Entry was simple and social. All they needed to do was post their best photo taken with any smartphone on Instagram with #dontsnapshoot.

9 finalists were flown to China to test their talent, armed with a P9, photography assistant and 1000€. Their shots were then judged by an expert panel from Vogue, GQ, Leica and Huawei.

The overall winner’s work was published across Condé Nast’s channels worldwide.

Our campaign-wide CTA led to a campaign hub containing details of the competition and handset. It received over 600,000 unique visitors over the course of the 8-week campaign.

We targeted our key audience in social, digital display, page-takeovers and press across aspirational publications. We partnered with GQ and Esquire for editorial content covering the competition and the P9. Large-scale digital OOH in key European cities created hype and dynamism.

In addition, we recruited 5 influencers from each of our 9 target markets through a personalised DM that included the P9 itself, to enter the competition and share our message.

Finally, our social channels followed the 9 finalists’ shot in China, with extra content on dontsnapshoot.com. The overall winner was published in worldwide Condé Nast titles and shared across our social and digital platforms.

Entries via influencer promotion 40,760

Total entries in 8 weeks 110,000 (127% above target)

Total influencer reach 23,593,786

Total combined Reach 119,000, 000 (161% above target)

Total Impressions 407,000,000 (181% above target)

Total Engagement (clicks, likes, shares) 5,414,722 (124% above target)