THE BRIEF

As one of the biggest electronics brands in the world, LG was looking for an end-to-end solution for social creative, community management and media optimisation. Under LG Electronics, they operate two business divisions, Business to Consumer and Business to Business. While the technology is the same for the brand, the product line-up, and marketing strategy vary vastly.

LG Electronics wanted to target two very different audiences through social media. While B2C was consumer driven and needed a lot of interaction and branding, B2B was looking to gather data and convert posts into inquiries, and ultimately, sales leads for their team.

Together, they wanted to make use of all the available and popular social media channels to create better brand recall, and ultimately contribute to business growth.

THE STRATEGY

We proposed two entirely different strategies for the two divisions. While B2C benefitted from the more consumer-friendly Facebook, B2B was better represented on Linkedin, where it was easier to find the target audience and market their products accordingly.

We set about creating the tone of voice for B2C, which is very conversational and engaging for an audience that wanted to interact with the brand, and understand their product offerings closely. We ran competitions and created activations that encouraged people to read more about the company and the product range.

For B2B, we wanted to show by example. We share projects and installations that LG has done around the world, and encourage people to find out more via a special link. The language is a lot more formal, and the product posts are more tech-led, as we are speaking to an audience that is already familiar with the industry and innovations within it.

THE RESULTS

The numbers have been growing consistently, and over time, we have taken the learnings from the initial months and applied them to further enhance and increase visitors.

On the B2C pages, the audience engagement and interaction has risen considerably, and there has been a significant increase in footfall in the LG stores.

On the B2B front, the numbers have grown gradually, and the audience has widened to also include periphery industries, like design and architecture, where sales leads are generated. The number of inquiries on the website went up, thanks to the link we provided on the page, which is an indicator of our success.




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UNITED ARAB EMIRATES
401 Cayan Business Center, Barsha Heights, Dubai, PO Box 31705

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