Viral Campaign for LG Mobile Product Launch
Pioneering Viral Content for Tech Excellence with Mega YouTubers
Challenges
LG faced declining market share in the U.S. mobile market, overshadowed by competitors like Apple and Samsung. The company sought to regain momentum through the successful launch of its flagship smartphones, leveraging a viral content strategy to:
Rebuild brand credibility and engagement.
Attract tech-savvy early adopters and media attention.
Showcase unique product features to differentiate from competitors.
Objectives
Increase pre-launch buzz and word-of-mouth among tech enthusiasts.
Position LG as an innovative and customer-centric brand.
Achieve measurable growth in sales and media coverage.
Key Actions
Market Insight & Strategy Development:
Conducted extensive market research, social listening, and media sentiment analysis to identify the optimal "Golden Time" for content release.
Designed a content strategy to intersect PR credibility and advertising effectiveness, targeting tech media and early adopters.
Content Creation & Campaign Execution:
Collaborated with cross-functional teams, including product engineers, HQ, and sales teams, to understand product USPs.
Partnered with top tech YouTubers, developing five compelling narratives showcasing product features such as:
Teardown videos highlighting internal innovation.
Durability tests, including water and drop resistance.
Side-by-side comparisons of camera quality against professional-grade equipment.
Audio-focused videos appealing to audiophiles.
Managed the entire production lifecycle, from contracts to final uploads.
Cross-Platform Promotion:
Distributed content via LG’s owned and global media channels, maximizing reach and engagement.
Coordinated with PR and social teams to amplify impact through strategic promotions.
Key Results
Generated 9M views on a single YouTube video, surpassing the channel’s 1M subscriber base.
Increased tech media coverage by 50% compared to the predecessor model.
Boosted U.S. smartphone sales from 13% to 20% market share in 2017.
Impact
Established a new benchmark for LG’s marketing strategy, with viral campaigns becoming a core element for subsequent product launches.
Inspired future viral campaigns, including LG OLED TV projects, which garnered 2.5M organic views.
Reinforced LG’s position as an innovative and consumer-focused brand in the competitive tech market.
Client
LG Mobile
Industry
Tech
Brand
LG Mobile Smartphones
Year
Dec 2016 - Sep 2019
Behind-the-Scenes
