This campaign is the industry first collaboration of manufacturer, celebrity, and media to promote lg smartphones to the young adults. In 2017, LG MOBILE launched the G6, Q6, and V30 with cool, new features targeting young adults.

To make our smartphones more appealing to them, we planned a new, different marketing strategy using social media contents conveying stories instead of a typical tv commercial; delivering the brand message through influencers instead of the traditional brand model; developing an entertaining, long-term marketing campaign we could hold throughout the year. for this, we needed to collaborate with a worldwide popular celebrity and a powerful global content distributor, KARD and CJ E&M.

We chose KARD as our influencer. KARD is a co-ed group gaining huge popularity around the world and on social media. for better promotion, we needed a powerful content distributor. CJ E&M is a content company creates and distributes content through various media platforms.

To produce eye-catching contents, we adopted new content formats including reality show produced only for social media, instagram stories, short videos, vertical contents, and more.

we collaborated on music videos, and created shot on G6 music videos, reality shows, social ads, unboxing videos, lifestyle images, magazine photos- a total of 188 creatives.

With KARD and CJ E&M, we published our contents not only on our social media channels but also on their social media channels. we also published on media outlets and magazine.

1. A total of 188 creations is produced and distributed through 6 different media platforms.

2. Earned 100 million views and 12 million engagements from around the world.

3. Applying average youtube cpv ($0.1) and converting views into ad cost, we earned $110,000 value marketing effects.

4. Achieved 1,150% higher outcome than our budget for advertising.

5. We garnered positive comments, posts, and twitter twits published by young adults under 30 saying they are influenced by the campaign contents and now want to buy an LG smartphone.