We curated 17 influencers across 3 markets, ensuring they were a perfect fit for LG’s values and target audience. The chosen creators represented diverse niches, including lifestyle, family, food, and tech, and were a mix of YouTube and Instagram influencers. This selection process involved thorough manual vetting to ensure each influencer had a strong connection with their audience and a track record of endorsing products they genuinely believed in. Thanks to some of our team members being fluent in German and Italian, we effectively provided influencers across all markets with comprehensive product training and detailed briefings, enabling them to integrate the StandByME into their content naturally while staying within LG’s brand guidelines.

The content strategy was designed to highlight the StandByME's versatility through various use cases that resonated with the influencers' audiences. The campaign showcased creative scenarios, from a family movie night to a chef using the screen for recipe testing, expanding the perceived utility of the product. The content was rolled out strategically over several weeks to maintain momentum and sustain audience interest. Additionally, an extensive approval process ensured all content was aligned with LG’s expectations, balancing creative freedom with brand consistency. This approach not only exceeded campaign targets but also generated significant organic buzz, with some influencers achieving viral success and substantial growth in their followings. The campaign was a huge success, achieving over 7.5m impressions against the 5m target.