Hi Webby judges, this is our lovely case for our client
How Samsung collaborated with influencers to build relevance among niche audiences
To take Samsung’s brand to the next level and promote the exquisite quality of their mobile phone cameras, Dept built and manages a unique ambassador program for Samsung Germany, which also is the creative soul of Samsung’s Instagram profile @samsungmobile_de. By positioning the brand as enabler for the best possible mobile photography, a dialog with millions of people with an interest in travel, fashion, sports, art and music has been initiated. With the help of over 60 creators who created high quality content for Samsung’s German social media channels, Samsung’s visibility increased big time.
Spotlight on the stories behind the pictures
The core of all activities is a long term and value oriented ambassador program with 48 creators who are constantly challenged and supported to follow their passion photography. With their great understanding for social media, they created outstanding content pieces and published over 3.119 posts and engaged with more than 1,4 million users in 2018. Furthermore, we collaborated with other hero influencers such as Thomas Kakareko (@thomas_k), Max Münch (@muenchmax), Rooz (@roozlee) and Jacqueline Gidlöf (@mikutas) which posted another 401 postings plus stories.
Apart from the huge reach of the selected influencers, Dept and Samsung also chose them because of the quality of their content and their credibility within their passion point. The co-created content contributes strongly to the outstanding brand image and recognition of Samsung on social media. Samsung’s collaboration with social media creators helps to create content fast and live from important events and at the same times ensures that messages are highly relevant for the audience.
With the 360° integration of the content into all communication activities of Samsung, we established consistent customer journeys – from social media to commerce. Only within 2018 the fan growth of Samsung (@samsungmobile_de) was increased by +55%.
Because Dept and Samsung created over 25 projects last year, we want to highlight the most impressive cases.
Snapshooter Program overall (Barter Deals)
We worked with 48 Germany-based Instagram photographers who use Samsung’s latest flagship smartphones to create content for their own and Samsung’s social media channels – we call them the Samsung Snapshooters. The collaboration is based on a barter deal basis where a Snapshooter is given the chance to test a new device after its launch and is offered a barter deal after a trial period of 3-4 weeks. Once a new device is launched all Snapshooters are invited to take part in a workshop where the phone with all its new features can be tested. Besides the barter deal collaborations, Snapshooters get the opportunity to participate in exclusive events, creative missions, campaigns and travel collaborations where Samsung funds a Snapshooter’s trip in return for photo and video content.
Rock am Ring
In June 2018, four Samsung Snapshooters attended “Rock am Ring” – Germany’s largest music festival. In order to capture the emotions of the festival, they accompanied their stay with Instagram Stories showing some of the most prominent camera features of the Samsung Galaxy S9+, such as its low-light capabilities, portraits with the Live Focus feature and videos in 960fps Super Slow-Motion. Additionally, the influencers had the opportunity to shoot with two bands. They also posted one device-shot of the Galaxy S9+ on their Instagram profiles. All content was posted as branded content via @magentamusik360 as this event was a cooperation with Telekom.
00:59 #withGalaxy campaign
The idea: It’s 00:59 am, you are outside and run into the perfect spot to take an awesome photo. Luckily the camera of the Samsung Galaxy device is always reliable, even in extreme low light scenarios so you can still get a great shot in the dark. The aim of the campaign was to create awareness for the Samsung Galaxy cameras’ capability of producing exceptionally high quality photos in low or dimmed lighting. 20 Snapshooters published pictures and story pieces on their Instagram channels, including a swipe up link which led users to the Samsung Explore Page, giving the community more inspiration for their own content.
Creative Hacks are short and simple tips to create visually interesting content with Samsung Galaxy Devices. Of the eleven participating Snapshooters, each one came up with a creative hack and challenged their audiences to do the same. By sharing it with the hashtag #withGalaxy users had the chance to get featured on the @samsungmobile_de account. A total of twelve posts and 45 story pieces were shared across the Snapshooter profiles which attracted 60k organic reach and 25k story views.
Samsung Snapshooter and photographer Thomas Kakareko (@thomas_k) went on a trip through Eastern Europe and captured the flair of seven different cities. He published seven Instagram Carousel posts and 96 Instagram story pieces, along with one Facebook gallery. With his photos he points out the great camera of the Samsung Galaxy S9+ and its many useful features such as its low light capability, live focus feature and the Bixby. His photos were also published on Samsung’s content hub web page. With his carousel posts alone, Thomas achieved an organic reach of over 520k.
Golden Hour Workshop
In July 2018, two Samsung Snapshooters attended the “Golden Hour Workshop” on the island of Ibiza. In order to capture their experiences during the workshop, they featured these moments on their Instagram channels through pictures and stories. With their content they especially presented the outstanding quality of the Samsung Galaxy S9+ and its camera while capturing many frames in very low light; particularly during the Golden Hour just before sunset when the light is ideal for photography. The Snapshooters have a combined following of 106k and managed to achieve an organic reach of 48,9k.
AIDA and Samsung collaborated to host 31 Snapshooters on board the AIDAperla for a workshop about the new Samsung Galaxy S9 & S9+ taking place on the cruise ship. The Snapshooters were promoting both Samsung and AIDA on this journey. The participating Snapshooters have a combined following of over 2,1 million and gained an organic reach of over 1 million and a total of 3,82 million story views.
The biggest social channels we used for the campaigns were Instagram and Facebook. Some results:
- Reach: 18 million
- Impressions: 43M
- Link Clicks: 335K
- Reach: 9 million
- Impressions: 18M
- Link Clicks: 81K