THE ASK

To work directly with Reddit in creating a social campaign focusing on Galaxy Z Fold5 that effectively drives switching to Samsung Galaxy.
 

SOLUTION

Switchers Anonymous – An award-winning social series created specifically for the Reddit audience that uses memes and internet culture to connect with Redditors and tell the story of why switching to Samsung Galaxy is truly a life-changing experience.

Looking at active switching conversations on Reddit, we could see that there were different stages of people thinking about making the switch, so we brought this to life and laid down the foundations of the program by introducing the Six Steps of Switchers Anonymous. Each step appealed to a significant part of the switcher journey to motivate Redditors on the fence to make the leap, as outlined in this Reddit megathread (link).

With the foundation set, we brought the program to life with five episodes of original content. Each bringing Redditors into the “Switchers Anonymous” meetings – all directly inspired by active conversations on Reddit. To truly resonate with Reddit culture and Gen Z, we planted easter eggs throughout the episodes where common conundrums around switching were discussed with Samsung Galaxy being the solution. (2024)

RESULTS

The first phase of the campaign outlining the Six Steps of Switchers Anonymous truly resonated with the target audience by increasing brand favorability by 14.7 points. (Source: Kantar, 2024) The campaign also managed to motivate Redditors off the fence with purchase intent increasing by 11.6 points.

Follow-up community inspired episodes continued to drive brand favorability by 10.1 points and purchase intent by 10.2 points. Most impressively, the Switchers Anonymous campaign managed to increase purchase intent amongst Apple users by 9 points – a bullseye to the campaign objectives.

The Switchers Anonymous campaign was also loved by the Reddit community with the episodes racking up view-through rates 1.44x the platform average – not bad for episodes over 45 seconds long! And because they loved it so much, the conversation started flowing with Samsung generating over 90k mentions of their brand during the campaign flight.

SAMSUNG CREATIVE | SAVANNAH HARPER
& LINSEY PARKS
SOCIAL PARTNER | REDDIT
PRODUCTION | SUBTROPIC STUDIOS

THE ASK

Disrupt the category with a campaign targeted at Apple users that positions Samsung Galaxy as a “real” upgrade.
 

SOLUTION

Simon Says – A fresh marketing campaign that plays on a familiar childhood game to make a big statement about rethinking your technology choices. By contrasting the monotony of a familiar smartphone upgrade with the latest innovations from Samsung Galaxy, it’s an uplifting reminder that it's worth stepping out of line to see what's possible when you're willing to think differently. 

The :60 spot was cut down to shorter formats to serve social while digital ads that captured the same sentiment of the video further spread the conversation online and encouraged phone users everywhere – especially those with Apple – to challenge the status quo and “upgrade their upgrade” by switching to Samsung Galaxy. (2024)

SAMSUNG CREATIVE | SAVANNAH HARPER
& LINSEY PARKS
AGENCY PARTNER | BBH USA

THE ASK

To encourage Upgraders (Samsung loyalists) and Switchers (Apple and other Android owners) to purchase the all-new Galaxy S26 Ultra smartphone and Buds4 Pro.
 

SOLUTION

A digital, social, and outdoor campaign centered around musical artist and fashion icon Audrey Nuna (of KPop Demon Hunters fame) in which she shows off how the cutting-edge AI features on Galaxy S26 Ultra make her everyday life easier – and how connecting the phone with Galaxy Buds4 Pro allows her to do even more hands-free.

The challenge lied in how to incorporate multiple vignettes in each spot while ensuring viewers could understand the functionality and unique value of each feature. These videos also served as part of our larger brand disrupt campaign, in which we asked people to compare our devices to their own and ask a simple question: “Can your phone do that?” (2026)

SAMSUNG CREATIVE | SAVANNAH HARPER,
LINSEY PARKS & CHRISTOPHER PARSON
AGENCY PARTNERS | CHEIL USA & CHROMISTA

THE ASK

To persuade “fence sitters” who are considering the Samsung brand to finally make the switch.
 

SOLUTION

On The Fence – A social-first campaign that aims to capture consumer hesitation and trepidation around switching to a new phone while seeking to ease those concerns.

The campaign playfully captures the mindset of consumers faced with the choice of picking their next smartphone. It demonstrates that although Samsung is a leader in mobile electronics innovation, people can often be hesitant to try something new.

For many consumers, choosing a new phone has become a routine decision, which sees them pick up the latest model of the phone they’ve always had, even when there are other options that could be a better fit for their needs. In this new campaign, we tap into a variety of consumer mindsets exhibited by those disenchanted by their current phone.

This series of videos compares the user experiences offered by Samsung and its competitors through the lens of someone discovering a new world of Galaxy innovation and openness. The spots showcase the consumer journey and the different mindsets someone may be in – from the initial intrigue that there is something else out there to those looking for validation as they are cautiously curious or conflicted about making the change – and ultimately ends in our hero confidently making the leap from the fence to join the Samsung side. (2022)
 

SAMSUNG CREATIVE | SAVANNAH HARPER
& LINSEY PARKS
AGENCY PARTNER | CHEIL USA

A collection of my favorite audio spots from different product launches between 2022 and 2025 that cover Samsung’s flagship S Series phones, Z Series foldables, Watch, Buds, and Tab. As the lead on audio, I work with agencies to provide direction and feedback from the concepting stage to script development to casting to final production. In some cases, I will write and direct the script myself due to timing constraints. I attend every recording session to provide live feedback and am responsible for giving final approval on finished spots.

SAMSUNG CREATIVE | SAVANNAH HARPER
AGENCY PARTNERS | CHEIL USA & BBH USA
PRODUCTION | DEAF MULE & SPOTIFY