Samsung wanted to create a destination that could show off its GALAXY Camera and generate buzz among photographers and tech fans on four major social networks. This case study looks at how the electronics giant used Tumblr’s API as a central hub to push images to Twitter, Facebook, and Pinterest, getting a 70% increase in earned impressions.
Challenge: Build a destination to showcase the capabilities of the GALAXY Camera and generate buzz among photographers and tech fans on four major social networks.
Approach: The blog became a hub for Samsung’s content, which used Tumblr’s API to push images to Twitter, Facebook, and Pinterest. The API also allowed users to vote for their favourite images by sharing them with friends on any network.
11 of the best photos were promoted on Radar, boosting traffic and engagement over a two month period.
Results: Samsung’s Sponsored Posts demonstrated the longevity of content on Tumblr. This photo, taken in Amsterdam, saw a 43% increase in organic Notes and a 70% increase in earned impressions in the 60 days following its two-day run. On average, the Sponsored Posts earned 11k notes each.
"Life’s a Photo has helped shift a lot of people towards the Samsung GALAXY Camera brand… The bespoke Tumblr site combined with the online films, ads, Twitter, and Instagram work has already helped to create positive buzz around the brand." - Wayne Deakin, Executive Creative Director, Jam @ The Engine Group
“The idea was to really let the pictures do all the convincing. What we needed to build was an environment that people could access and share the images from.” - Wayne Deakin, Executive Creative Director Jam @ The Engine Group.
