LG Argentina could extend its followers base and the knowledge of its audience about its products
Argentina
With its campaign #QuieroMiLGIPS on Twitter.
The Brand
LG Electronics, Inc. is a global company, leader in innovation and technology, mobile communications and electronic appliances. LG has more than 93.000 employees working in more than 120 operations worldwide since 1958. Four business units constitute the company: Home Entertainment, Mobile Communications, Home Appliance and Air Conditioning & EnergySolutions. LG is one of the main manufacturers of LCD televisions, cell phones, air conditioners and washing machines throughout the world.
Challenge
With the intention of getting to know the Twitter community and generating conversations regarding the new technology of one of its new products, LG Argentina (@LG_Argentina) launched a Promoted Tweets campaign in October 2013 using the Lead Generation Cards. There were three main goals for this campaign:
- Increase the number of followers interested in this technology.
- Attract people to the LG website and get users to find out more about the product.
- Get to know the digital audience better and strengthen the relationship with them.
Solution
How can a technology brand achieve better interaction with its main target audience and get to know them?
ORGANIZE A CONTEST to encourage the followers and non-followers to participate for a chance to win a monitor with an IPS screen, a new model of LED monitors.
TWO PROMOTED TWEET CAMPAIGNS with interest targeting to maximize reach. Tweets were targeted to interest categories such as movies and tv, sports, food and drinks, family, technology and computers, business and others.
USING LEAD GENERATION CARD, to grow its database of people interested in LG products and in that specific technology.
During 13 days @LG_Argentina used Promoted Tweets to launch a contest with the goal of highlighting and getting people to know the benefits of a new product. The brand was also looking to measure the knowledge that the Twitter community had about it and used the hashtags #concursoLGmonitores and #quieromiLGIPS to build and organize the conversation.
Results
+2.2M
Impressions
+42K
Interactions
+2K
Participations with Lead Generation Card
Key to Success
-
1
SPUR CONVERSATION WITH A UNIQUE HASHTAG
That allows you to build and organize the conversation on Twitter.
-
2
CREAT A STRONG AND ATTRACTIVE CALL TO ACTION
That motivates followers to interact and follow the brand’s account.
-
3
USE TWITTER TOOLS TO DRIVE QUALIFIED LEADS
To connect with your target audience and building a long-term relationship with the brand.
Testimonials
“Working with social platforms can always be a surprise because the energy comes from the users, their mood and their humor when they interact with them and relate to other social entities. We decided to use the Lead Generation Card as a tool to get to know better our followers and contestants. During the process, we realized that it has a great potential to consolidate and reinforce our connection with them.”
Pedro Mateo Leal
Digital Marketing Coordinator LG Electronics
