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 S9 Advertiser: Samsung UK Entrant: BBH Principal author(s): Richard Madden and Chris Morey, BBH Contributing author(s): Tom Morey, Samsung UK

Abstract

This paper shows how inducting newly won customers into your brand can turn

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