LG hands out 30 phones to popular Instagrammers to drive brand engagement

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.

LG handed out 30 new handsets to key social media influencers as part of their G4Recommenders campaign
LG handed out 30 new handsets to key social media influencers as part of their G4Recommenders campaign

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

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

are you talking about bbc news here

frank

CMO interview: How BBC Worldwide's marketing lead builds brand purpose and growth

Read more

Toms is definitely my favourite shoe brand! Along with Aurélien. For this summer I bought two pairs of navy Toms espadrilles and a pair o...

Paul Erickson

​The shoe with a good soul: TOMS’ innovations for philanthropic engagement

Read more

I think this is the best article today about the salesforce latest platform. Thanks for taking your own time to discuss this topic, I fee...

Ramramky

Salesforce looks to democratise AI, IoT with latest platform play

Read more

I came across this recently when researching blockchain loyalty point projects. There are quite a few projects. Most are in development a...

Andrew @ EcomLoop

How cryptocurrency is set to change the customer loyalty program model

Read more

nive!

Maureen Becks

How AI helped San Churros build brand loyalty and excitement

Read more

Latest Podcast

More podcasts

Sign in