The Situation:

Samsung’s line of foldable smartphones were considered a novelty function with most potential consumers never having seen one in real life. Curiosity wasn’t enough to convert – getting it in their hands was key. Doing so in a relevant way was even more important.

The Brief

How can Samsung convert GenZ Reddit researchers into real customers, while spotlighting how these tech-packed devices can fuel the demands of – and meet the expectations of today’s socially savvy user?

Ultimately driving consideration of the Z Flip 4 as a serious contender for their next smartphone.

The Objectives:

Get hands-on-phones (HOP) to spotlight key features / lifestyle fit for informed, in-market, consumers.

Increase consideration of the Galaxy Z Flip4 and position it as the go to phone for the Gen Z audience.

Drive purchase intent of the Galaxy Z Flip4 ultimately increasing Samsung’s share in the smartphone market.

The Process

Identify and wield Reddit’s unique interest-driven communities / connections to build a foundation of authenticity in Samsung’s approach to launching the new devices. How is it valuable for the consumer? How is it unique to Reddit? How can it shift the way people think about Samsung?

Insight

The #1 reason people come to Reddit is to be informed. Bringing the experience of informed discovery to life through a physical Reddit space was interesting. Using the device as a portal into that world, was the lynchpin.

Breakthrough:

Collaborating directly with Samsung, we identified key communities to invite visitors to experience the Z Flip4. Reddit’s r/OddlySatisfying spotlighted just how satisfying it was to open / close. While r/Coloring invited visitors into the playful colorways available. This partnership was a first-of-it’s-kind; turning influential Reddit communities into physical, lifestyle-informed device showrooms, for visitors to explore, hands-on.

The Business Challenge:

Get the Galaxy Z Flip4 into the hands of GenZ to increase consideration and purchase intent; thus leading to increased market adoption.

Interpretation:

We can’t rely on the old methods of smartphone marketing. How do we show up to an informed GenZ audience, with purchase power, in an authentic way while appealing to their lifestyle?

Industry/Target Market:

The target market was Samsung’s “socially savvy” audience. This market is defined as GenZ who like to be the influential leader of their peer group. They’re informed, researched, connected, abreast of the latest trends and always want to be in the know.

The Desired Outcome:

Get the Galaxy Z Flip4 in the hands of the “social savvies” and let them experience that “aha” moment that the Galaxy Z Flip4 is a serious contender for their next smartphone, ultimately shifting consideration and purchase intent.

To start, we built a Reddit space within the walls of the Samsung Galaxy Unpacked Experience in NYC, bringing to life two key Reddit communities in an effort to foster a personal, lifestyle-driven, connection with visitors.

First, r/OddlyStatisfying. This installation featured device-inspired interactive fur and sequin walls, encouraging customers to interact with and capture the experience.

Next, r/Coloring. Interactive panels invited visitors to customize and color Samsung x Reddit custom illustrations, sharing creations through the Z Flip4’s camera.

These installations got people to interact, be playful and be inspired. Surrounding the whole experience, Z Flip4 devices and Samsung brand ambassadors were there to help visitors capture and share the experience, digitally, in exciting ways.

The whole experience was captured on the Z FLip4, and turned into a custom creative campaign, shared with the very communities featured in the installations. Closing the loop in an authentic and creative way.

Over the course of 3 days, this first-of-its-kind event drove massive foot traffic, in NYC’s Meatpacking District. Over 2000 people completed the full Reddit Samsung Galaxy Unpacked Experience. Getting the Galaxy Z Flip4 into the hands of thousands.

Content created during the Reddit activation was amplified to an audience of +xx,000 Redditor’s across tech, lifestyle and creative communities. Doubling Samsung’s CTR% benchmark and exceeding multiple metrics across the Kantar Brand Lift study.

Key metrics being:

Excelled within Samsung’s target of the social savvies, growing brand awareness by +6.7 and, consideration intent by +6.6.

Grew overall brand metrics increasing unaided brand awareness +6.2, brand awareness +5.9 and consideration intent +4.5; 1.5x Kantar benchmarks.

Moreover, we made an authentic, measurable, impression across an influential Reddit audience with purchase power – increasing their consideration intent by a stunning +13.9.