The 6-step program that gave Reddit’s fence sitters the confidence to “Switch”,
Every day, millions of smartphone users go to Reddit with one question: “Am I ready to make the switch?” A question left without a simple answer or clear journey—until now.
Reddit is home to hundreds of thousands of switching conversations, making it the perfect launching point for Samsung to ease people off the fence to switch to their Galaxy Z Fold. By harnessing this unique community; Samsung, Reddit and Subtropic developed a safe space known by the Reddit community as The Switchers Anonymous Program.
Enter Switcher’s Anonymous.
The 6-step program consisted of six shorts each aiming to appeal to ‘fence sitters’ through unique characters discovering that one thing that empowers them to switch from leaving the apple orchard to turn towards the Samsung Galaxy Z Fold.
Switching, One Redditor at a Time:
+8pts increase in Brand Favorability
90K+ mentions of Samsung during campaign flight
+10pt increase in purchase intent
+17pt increase in the purchase intent after campaign exposure
