Samsung launches Galaxy Z Fold8 campaign with K-pop group RESCENE

Samsung Electronics announced on October 28 that it is running a new marketing campaign for the Galaxy Z Fold8 featuring K-pop group RESCENE, according to digitaltoday.co.kr.

The campaign is part of Samsung's "true fan" marketing, which centers on celebrities and influencers who actually use Galaxy products. Samsung said it aims to reach female customers in their teens and twenties through the RESCENE members' everyday use of the Galaxy Z Fold8.

The collaboration came about after fans requested it when RESCENE members showed affection for Galaxy products on broadcasts and in daily life. On October 23, Samsung posted teaser content featuring RESCENE's silhouette on its official social media account; the post surpassed 2 million views within a day.

Samsung plans various online and offline marketing activities tied to RESCENE's new album promotion schedule.

Park Jung-mi, Vice President of Samsung Electronics' Korea Marketing Team, said collaborations with true Galaxy fans always resonate strongly and that the company will convey the appeal of the Galaxy Z Fold8 in a friendly way to female customers in their teens and twenties.

Earlier Galaxy marketing

In previous campaigns, Samsung has run user-centered marketing such as "Voices of Galaxy," featuring people who have used Galaxy products for a long time and promoted the brand on their own. RESCENE also drew attention after saying on a radio broadcast that the Galaxy smartphone had a really good grip.