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.

WATCH CASE STUDY

Into the Fold

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.

Ep. 01: Out of the Darkness (Copy)

Ep. 02: To The Moon (Copy)

Ep. 03: Big Games Bigger Screen (Copy)

Ep. 04: Let'z Fold (Copy)

Ep. 05: Tiny Puppies (Copy)

Ep. 06: Come Into the Fold (Copy)

Samsung Case Study

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

Entrant Company / Organization Name

Subtropic Studios

Entry Team Credits

Reddit

Roden Vuong
Creative Strategist

Shala Girolami
Client Partner

Chloe Jenkins
Account Manager

Alexis Irwin
Account Manager

Emilie M. Lara
Creative Production Lead

Stephen Vallera
Sr. Creative Strategy Manager

Kaitlin McGirl
Director, Creative Strategy

Subtropic

Dan Hubbert
Executive Producer
Writer

Reuel Mateo
Project Manager

Josh Russell
Editor

Eric Thompson
DP

Peera Thongsilp
Creative Director

Stephanie Neri
Creative Director

Journey Whitaker
Creative Lead

Riya Plam
Art Director

Ben Kim
Motion Designer

Publicis Groupe

Kristie Van Praag
Vice President, Investment

Carolina Mendez
Associate Director,
Paid Social

Suzu Takano-Casabar
Associate Director,
Paid Social

Sam Alder
Manager, Paid Social

Zach Cavazos
Senior Analyst, Paid Social

Skye Li
Senior Analyst, Paid Social

Samsung

Linsey Parks
Creative Services

Savannah Harper
Copywriter

Michelle Khanin
Paid Media

Lainey Ngo
Paid Media

Jaclyn “Jacs” Wyatt
Head of Paid Media

Vanessa Rodriguez
Product Marketing