The electronics company released a new social media campaign to increase awareness of its new smartphone release
LG Electronics Australia has completed a six-week social media influencer program designed to increase awareness of LG mobile’s latest smartphone release.
As a smaller player in the smartphone space, LG said it needed to look to creative ideas to gain cut through. To do this, it recruited 30 social media influencers to become ‘G4Recommenders’ for the duration of the campaign.
The influencers were recruited to engage with the brand on social media due to their exciting, engaging and popular Instagram pages. Influencers included a mix of foodies, fashionistas, photographers and an even split between males and females.
In order to effectively run the campaign, LG engaged end-to-end collaboration platform, Hypetap, that connects an invitation-only network of agencies, brands and influencers. The company claimed the platform was instrumental in communicating with all influencers regularly, and also provided an integrated reporting tool.
“It was clear we needed to take a approaches to media when we launched this year’s flagship device, the LG G4," LG Australia mobile communications marketing manager, Brad Reed, said. "Being aware of the power of social media is one thing, turning on that power to support your brand in a relevant way is not necessarily that straightforward.”
Reed recognised that with social media, brands can easily overstep in the social space and be viewed cynically.
Read more: How to engage in influencer marketing: The controversy and the opportunity
"We wanted to ensure that we created something new and different that would in turn develop unique and creative content engage the audience," he said. "We were delighted with what we saw from the G4Recommenders as an initial trial. The level of engagement and creativity of the posts exceeded our expectations.
"Judging by the feedback we have been able to convert customers across to our brand and created an independent voice to support awareness building for the G4. The challenge is now to continue this success and expand it further to develop an even larger group of advocates for the brand."
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
'Intent' is the single largest performance marketing variable. It shapes our search queries, dictates our purchase paths and mediates meaningful interactions with brands regardless of channel, media or content type.
Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.
Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.
Episode 2 of the latest BrandHook podcast series on Getting Intimate with Customer Experience is now live!
Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...
Tom
3 ways customer data can increase online sales conversion
Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?
Tim Palmer
Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign
Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...
Jill Brennan
Why marketers should take note of social robots
Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...
Vanessa.M.Magers
Bricks and clicks: Balancing digital and physical to win the retail game
Excellent article, Thank you.
Steve Beards
How Aprimo hopes to help marketers tackle distribution of content, funds and data