Samsung × Beta Ads
How Samsung launched the Galaxy Z Fold7 to Norway's gaming community through native Twitch overlay ads and live streamer integrations - delivering 23× the CTR of standard display advertising.
Challenge
Samsung wanted to launch the Galaxy Z Fold7 to Norwegian consumers - but the foldable phone category isn't like launching a regular smartphone. It requires education, not just awareness. Potential buyers need to understand the hinge, the inner display, the productivity use case, and why the form factor justifies the price premium. A banner ad can't do that.
The primary target audience - tech-savvy Norwegian males aged 18–35 - watches Twitch, not TV. They actively block standard digital ads and ignore pre-roll video. Samsung needed an approach that felt native to the platform, reached the right demographic, and gave creators room to genuinely explain the product.
Solution
Beta deployed a two-format campaign across 28 Norwegian Twitch streamers running from September 22 to October 22, 2025. The first format was a rich media overlay - animated brand graphics that appeared directly inside the stream during natural content moments, bypassing adblock entirely. The second format added a live interactive mechanism: a chatbot CTA that prompted viewers to engage and click through to the Fold7 product page.
Ad Format
Rich Media Overlay
Ad Format
Animated Overlay - Live on Stream
All creative was produced by Beta's in-house motion design team - purpose-built for the Fold7 launch, not repurposed from static display ads. The animations were engineered to render flawlessly inside OBS browser sources, with zero streamer setup required beyond installing the overlay link. Samsung's visual language was preserved exactly: the signature fold animation, colour palette, and product reveal sequence matched the official launch campaign.
The Streamers
Beta selected 28 Norwegian Twitch streamers across a mix of gaming categories - FPS, battle royale, Just Chatting, IRL, and variety - ensuring the message reached the full breadth of Samsung's target demographic. The roster was structured as a two-tier strategy: high-reach anchors for volume, and micro-influencers for community engagement.
Top 5 by Completed Views
| Streamer | Views | CTR |
|---|---|---|
| Danniz | 97,110 | 0.30% |
| RubenGKS | 51,085 | 0.74% |
| ForsteGir | 45,841 | 0.42% |
| LaSanias | 33,234 | 0.35% |
| Jonieboi | 28,996 | 0.38% |
High-CTR Micro-Influencers
Smaller channels consistently outperformed the campaign average on engagement. These five streamers delivered click-through rates 9–18× above the campaign verified average.
Campaign Progression
CTR declined naturally as the campaign matured - a classic ad fatigue curve as repeat viewers become desensitised to the creative. However, unique viewer reach continued expanding throughout the campaign, growing 4.8× from Week 1 to final.
Week 1 peaked at 3.70% CTR - well above industry benchmarks. The best single day was September 25 with 160 clicks across 10,564 views (1.51% verified CTR). Rotating creatives or refreshing the streamer roster mid-campaign can sustain Week 1–level engagement throughout.
Content Categories
The campaign ran across 54 unique content categories. Just Chatting was the dominant category, consistent with Samsung's previous S25 Ultra campaign. Its conversational, relaxed format appears highly conducive to Samsung's interactive CTA format.
| Category | Share | CTR |
|---|---|---|
| Just Chatting | 34.45% | 0.73% |
| Minecraft | 17.95% | 0.39% |
| IRL | 16.35% | 0.45% |
| Grand Theft Auto V | 11.28% | 0.67% |
| Rust | 4.32% | 0.79% |
Audience Profile
The Fold7 campaign confirmed the consistency of the Norwegian Twitch demographic - the same audience profile that made Samsung's S25 Ultra campaign successful earlier in 2025.
Top Norwegian regions: Oslo (14.20%), Trøndelag (12.33%), Akershus (10.21%) - aligning with Samsung's key urban markets.
Extended Reach via VOD
Twitch streams don't disappear after broadcast. VOD (recorded stream) views added a substantial secondary audience - with Samsung's creative assets continuing to work long after the live session ended.
RubenGKS alone drove 214,500 VOD views. Danniz contributed 148,800 (including his subathon content). Jonieboi added 105,542. Total minimum VOD reach exceeded live views by nearly 2:1.
Impact
The dual-format campaign consistently outperformed industry benchmarks. Standard display advertising achieves a CTR of around 0.1%. The Fold7 campaign delivered a 2.34% unverified CTR across the full 31-day run - and 3.70% in its first week. Viewers who clicked through were actively considering the device, not accidentally tapping an ad.
The rich media overlays rendered as browser sources inside OBS - not as external ads served by a third-party network. Every impression was a genuine view by an engaged live audience, undetectable by adblock software. At a verified CPC of approximately 76 NOK, the campaign delivered qualified traffic at a fraction of the cost of traditional digital channels.
Results
- •300,054 Completed live views
- •141,930 Unique viewers
- •2.34% Unverified CTR (3.70% in Week 1)
- •7,028 Unverified link clicks
- •2,000h 22m Artwork watch time
- •28 Norwegian streamers
- •558,257+ Additional VOD views
- •0% Adblock impact
Samsung Galaxy Z Fold7 overlay running live on a Norwegian Twitch stream