- LG Mobile, a unit of the South Korean electronics giant, unveiled an Instagram influencer campaign that showcases key multimedia features of its smartphones. The company's "Colors of Life" effort aims to demonstrate how people can use its mobile devices to tell personal stories and "celebrate the small moments we sometimes take for granted," per an announcement.
- It enlisted 65 influencers from Spain, Italy, Mexico and Brazil to share stories from their lives on Instagram while discussing the multimedia features of LG's V50ThinQ, G8SThinQ and Q60 smartphone models. The creators have posted 100 videos on Instagram since June, when the influencer campaign began, and will continue create content through the end of the year.
- LG brought the influencers together in their respective countries to share experiences like hot air ballooning and touring vineyards to emphasize the importance of community. The videos all have the #LiveonLG hashtag, and LG is urging other Instagram users to include the hashtag in their own personalized posts to create a content hub.
Multimedia features have become one of the most important selling points for makers of smartphones as the handset market reaches saturation. LG Mobile aims to highlight those features with Instagram influencers who can effectively demonstrate how they create vivid pictures and videos with the company's latest products.
When executed well, influencer campaigns can create a greater sense of authenticity and connect with audiences who are typically averse to more traditional kinds of advertising. The influencer marketing industry is forecast to nearly double to $15 billion in spending by 2022 from as much as $8 billion this year, per Business Insider Intelligence.
LG seeks to cut through the ad clutter with influencers who create content that has a softer sales pitch and is more likely to engage viewers. The emphasis on authenticity is part of a broader trend among brands to demonstrate their values and commitment to causes their customers care about. Authenticity is especially meaningful to millennials and Gen Zers who are more likely than older generations to share their lives on social media.
In introducing its Pixel 4 last month, Google also recruited influencers to demonstrate the smartphone's latest features. The tech giant partnered with Domino's to deliver specially designed boxes that contained the Pixel 4 to influencers such as YouTube personality Josh Peck. In a seven-minute video, Peck included the Pixel 4 in a discussion he had with friends as they gathered to eat Domino's pizza.