Raising awareness through expert co-creation

Collaboration with a renowned photographer raised awareness of Samsung's new phone in the target audience.

With the launch of a new mid-range phone, Samsung wanted to show that the phone had a camera as impressive as many of the technology brand’s high-end models. To showcase the camera’s capabilities, RelationsPeople enlisted photographer Kenneth Nguyen to host two city walks in Copenhagen, where invitees were equipped with Samsung phones and given tips and tricks on how to take beautiful pictures of the city.

Bloggers, Instagrammers and photographers took part in the two photo walks around Copenhagen, stopping at photo-friendly locations such as the top of the SAS Hotel, Axelborg and the Greenhouse in the Botanical Gardens. Participants received tips on camera angles and lighting and were able to share photos from the two photo walks using the official hashtags #SamsungPhotoWalks and @samsungdanmark. They also entered a competition to win a copy of the phone.

In addition to showcasing the specific features of the phone’s camera, the activation was an example of how involving an expert as a co-creator can create added value for the recipients. Samsung was also able to raise awareness of the technology brand among influencers who were not previously familiar with Samsung phones.

Selected results

– 10 influencers participated (with between 5,000 and 42,000 Instagram followers)

– 34 photos were shared using #SamsungPhotoWalk and @samsungdanmark

– The posted images reached a total of 142,936 followers

– Generated more than 10,000 comments/engagements for the total posts on Instagram