Galaxy S9: How turning switchers into converts helped Samsung take a bite out of Apple

Samsung, an electronics brand, created a brand induction programme that encouraged consumers to complete a series of actions known to help drive repeat purchase to increase customer retention in the UK.

Campaign details

Brand: Galaxy S9Advertiser: Samsung UKEntrant: BBHPrincipal author(s): Richard Madden and Chris Morey, BBHContributing author(s): Tom Morey, Samsung UK

Abstract

This paper shows how inducting newly won customers into your brand can turn them from uncommitted switchers into true converts.

It describes how Samsung successfully prevented Apple customers it had won from switching back the next time they were in the market for a smartphone. Specifically, it shows how behavioural insight led to the discovery of a way to defeat the stickiness of Apple's iOS operating system.

It explains how...

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