In 2014, Samsung turned to us with the challenge of not being sufficiently relevant and emotionally anchored, especially among young people. Samsung was on the verge of losing touch with the constantly changing, growing market. Ever since, we’re continuously challenged each year to deliver relevant content for Samsung’s newest innovations in mobile photography.

Samsung wants to present their mobile products on the German market on Instagram. The challenge is to constantly receive high quality mobile photography content to bring the channel to life and that inspires users to go out and become a mobile photographer themselves.

The aim is to position Samsung as an enabler for mobile photography. The influencer program was established to enlarge awareness for the brand and to create a long-term influencer community. The budget was 140.000 EUR. Four of our employees + 48 Snapshooters (content creators of Samsung) are involved in the program.

When you have a Samsung smartphone, you don’t need other professional equipment to take outstanding photos. With the smartphone cameras from Samsung anyone can become a top photographer. A collective of content creators (Snapshooter) with different photography styles, show it's possible to shoot amazing pictures with “just” a smartphone camera and motivate others to do the same.

Samsung shows a broad variety of different photography styles and passion points with an overarching interest for photography. Through unique travel destinations and emotional experiences, the target audience is addressed with inspiring content. The long-term community approach creates a high level of brand loyalty between Samsung and its influencers and an authentic ambassador communication.

By positioning the brand as a pioneer for the best possible mobile photography, a dialogue is created with millions of people who have a keen interest in travel and photography.

People primarily follow interests, not companies. This is why we are implementing a “social first” communication strategy, the central component of which is a long-term and value-driven brand ambassador program. We are positioning Samsung as an enabler for mobile photography with the best smartphone cameras, making it possible for its ambassadors to enjoy once-in-a-lifetime experiences, that are captured and shared in pictures, videos and stories.

Talented creators tell exciting stories that they experience around the world with Samsung products. Our approach is to put together a collective of passionate mobile photographers who, in return for Samsung devices, workshops and participation in exclusive events and travel, produce content for Samsung and promote the camera features on their Instagram profiles.

The central component is a unique influencer community of high quality mobile photographers. Through the combination of unique events and travel opportunities, the influencers have the opportunity to create photos and videos with their Samsung devices in their very own style and to tell their travel stories. With a continuous influencer content production, Samsung’s Instagram account is filled with remarkable images and stories that enable followers to see the world through the lens of the Samsung Snapshooters.

With these influencer activities and an active community management, we have built a loyal and constantly growing fan base. We started with strong personalities from the mobile photography scene who acted as beacon and helped us to win other multipliers for the program. In order to continuously inspire them, we develop storytelling campaigns relevant to the target audience, which are distributed 360° in all relevant ATL & BTL channels.

We have exceeded Samsung's expectations by creating an exceptional network of opinion leaders and creative individuals who are a voice for Samsung on Instagram. We’ve established a strong bond between the influencers, the target audience and Samsung as a brand. We have created an everlasting source for creative content that is distributed on all Samsung communication channels but is also present on all 48 Samsung Snapshooter Instagram accounts.

24.6 million organic reach through influencers; 61.5 million impressions through Paid Social; +55% Fan Growth on Instagram