Samsung has diverted from targeting influencers and the press to out real people and their social media posts at the front and centre of its S7 campaign in Singapore.
The advertising activity for the S7, since it was announced earlier this year, has largely focused on showing off the features of the phone compared to rivals. Confident in the view that it has a superior camera to other devices, it’s used paid and non-paid media to show off the quality of the imagery taken on the phone.
The next step in this strategy has been to find real posts and people on social media sites and recreate them using the phone.
Under the #S7MeanMore tag, Samsung has sought out ‘everyday experts’ on social media that have posts that could have more meaning if they had a better phone camera to capture the moments, even in poor lighting.
The brand has helped people recreate the posts at a much higher quality, using the new posts to feature on social media and within ad creative, including videos.
The ad campaign was conceived and executed by Iris Singapore.