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


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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands