Primary goal: Align the brand with mobile photography and double the mobile photography conversation surrounding LG Mobile. Secondary goal: Create an ownable, repeatable UGC contest to represent LG's commitment to mobile photography. Secondary goal: Create an ownable, repeatable UGC contest to represent LG's commitment to mobile photography. |
While cameras have long been a focal point of LG's smartphones, the brand didn't have credibility or top of mind awareness in mobile photography. They tasked Laundry Service with developing a repeatable, ownable campaign to align them with the best mobile photographers. The #BestShotEver photography contest by LG Mobile used the stories of Instagram influencers to inspire users around the world to pursue their passion for photography, with IG as a launching pad. We concepted, developed and executed all aspects of the subsequent #BestShotEver campaign, including content production, influencer management, media planning & buying and reporting & optimization. We knew that a product or feature-centric approach wouldn't resonate with audiences. Rather than focusing on what LG's technology allows one to do, we highlighted what it allows one to become — in this case, a famous Instagrammer. We launched the campaign with documentary content about ordinary people who had a passion for photography and leveraged smartphones to build large social followings and subsequently a career. The video series was spotlighted by Liz Eswein (better known as @NewYorkCity on Instagram) and five other photographers with hundreds of thousands of followers across social channels. Each told their story of turning a passion into an exciting career through mobile photography. The videos encouraged people to share their best mobile photography, tag the brand and use #BestShotEver for a chance to win a trip to New York, where they would capture the city with the featured influencers. We targeted the videos to relevant audiences, had the influencers encourage their communities to participate, and reposted great submissions daily to drive UGC. We delivered several dozen videos for the campaign, including a campaign sizzle, features on each individual influencer, and shorter videos highlighting specific product features relevant to photography. Every video included a CTA to enter the contest, and we took a full funnel approach to content distribution and retargeting. Each user who viewed the campaign video was also served contextually relevant, product-centric content. The campaign was a massive success across all fronts. Not only did we drive tens of thousands of submissions, we also saw a near 500% increase in mobile photography conversation about LG. |
