In the digital age, consumers never follow what they are told. It's important to put aside the message you want to convey and start with a comfortable relationship. You need to be natural, subtly point them in the right direction, and let them do the work. The same goes for connecting people to each other and weaving them into a community. The sense of connection in a gathering is an implicit driver. In this regard, LG U+'s 'Why Not BoostUs campaign in collaboration with Meta is a good example of what marketing should be in the digital age. It's all about "putting down" and building a community of the brand's "True Fan creators" while supporting the growth of nano-micro creators. With the help of LG U+ and Meta, these influencers will naturally create brand-friendly content and deliver positive value to other consumers. Knowing this and 'letting go' is the key to success. Collaborating with Meta helped them gain expertise in short-form content in a short amount of time.
‘717 videos, 14.94 million cumulative views, 206,000 likes, comments, and shares.’
These are the marketing results that LG U+ has achieved on its online video platform in just over three months from May this year. Not only did the company produce and distribute a large number of video contents in a short period of time, but it also generated nearly 15 million views and more than 200,000 direct responses (engagements). Considering the relatively slow decision-making structure and conservative nature of almost all large enterprises, this is a groundbreaking achievement in terms of content volume and speed.
LG U+'s ambitious creator development campaign 'Why Not BoostUs' is at the center of this. It is a program that supports the step-up of "nano-micro creators" (content creators in the growth stage of 1,000 to 50,000 subscribers) who are still in the "underdogiiA team or player who has a small chance of winning a sport or competition.닫기" status by partnering with Meta Korea, which operates Instagram, the representative social networking service (SNS) of MZ generation. A total of 120 creators active on YouTube and Instagram participated in the program and received intensive training and know-how from LG U+ and Meta for 100 days. In the process, they experienced LG U+ products and services firsthand and shared their experiences with their subscribers while fulfilling related content creation missions. The results, which were created by the unique participants using their own creativity under a structured training program, became the spearhead for spreading the brand experience of LG U+.
The positive results were not limited to LG U+'s marketing efforts. The nano-micro creators who participated in the campaign also saw significant growth. The number of followers of participating creators increased by an average of 121% during this period. The creator with the largest growth jumped from 48,000 subscribers to more than 123,000. This means that nano-micro-creators have grown into full-fledged influencers, reaching over 100,000 people. This is also a successful outcome for Instagram as a platform, as talented creators ensure quality content. It is a win-win collaboration between LG U+, Meta, and the three participating creators of 'Why Not BoostUs'.
This content was translated into English by AI (using DeepL) from an article that was originally written in Korean in the DBR (Donga Business Review). Therefore, please understand that there may be some awkward expressions.
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