Inside Samsung’s Fast-Track Fold Launch

The Galaxy Z Fold7 launch demanded rapid identification of cultural hooks and usage narratives that would resonate across three distinct markets. The product needed real-life storytelling showing how different user types, from multitaskers to gamers to content creators, could actually benefit from the phone.

Traditional product marketing focuses on features and specs, but foldable phones need emotional connection and lifestyle relevance. Samsung needed to turn abstract product benefits into scroll-stopping creative tailored by audience segment, and they needed to do it fast enough to matter.

We created a cultural intelligence system that translates real user behavior into multi-market product narratives.

To understand how people actually think about foldables, we analyzed Reddit conversations about multitasking, productivity, entertainment, and camera use to capture the language people use when discussing foldable phones. We tracked TikTok trends on foldable use in content creation and gaming, plus Google Search behaviors indicating feature interest.

These signals revealed three powerful use-case narratives:

• Fold for multitaskers who need split-screen productivity
• Fold for gamers and bingers who want a cinematic form factor
• Fold for creators exploring camera and flex mode storytelling.

The rollout was designed for speed without sacrificing cultural nuance. We turned trend signals into creative assets in under two weeks, including landing pages tailored by use case and language, Meta ads with narrative hooks that spoke to real user motivations, segmented visual directions for Gen Z, productivity seekers, and gamers, plus full localization across all three markets. Each piece of content is mapped directly from trend insight to product feature to target audience.

The system delivered what traditional product launches struggle to achieve: assets launched across three countries in a two-week sprint, content that mapped trend to feature to audience for maximum relevance, and a foundation for ongoing multi-market trend-based storytelling.

Besides that, it proved that premium product launches don't have to choose between speed and cultural accuracy.