Launch the new flagship model, the V10, while achieving a 2% increase in awareness compared to the previous major device launch.
When LG Mobile was preparing to launch their newest and most premium smartphone, the V10, they had a tall order ahead of them — compete with established competitor models like the iPhone 6+ and Samsung Note 5 and Galaxy S6 edge+. They tasked Laundry Service with developing a breakthrough campaign to drive content consumption and engagement at scale, while highlighting the V10's key selling point — the best video capture of any smartphone ever. The way we would do this would be producing a high volume of video, all shot on the V10 device. We started by concepting creative executions that would be authentic and meaningful to both our audience and the brand. We knew from our previous audience analyses and ongoing data collection that our target consumer had a high affinity for action sports, so we turned to our global media network of influencers and athletes, Cycle. We quickly identified Ryan Sheckler as the perfect partner: he's been using mobile devices to capture and share video content with the world for years. We crafted an authentic story with Ryan — he asked his audience for great spots to skate around his home town, and tear up the parks in a way only he could. The video series manifested in longer form hero content shared across Ryan's channels, a more concise version for LG's channels, and dozens of shorter product/feature focused videos. We took a full-funnel approach to the campaign, delivering the hero content to drive awareness, then retargeting viewers with behind the scenes and how-to videos that highlighted the device in an exciting and contextually relevant way. We distributed each piece of content across Ryan's channels and LG's so we could track engagement, conversation, CPM and CPV accordingly. We then shifted ad dollars in real time between the content and channels depending on what was most efficient and impactful. The content performed so well that the brand also featured it as a YouTube Masthead placement. |
