LG Electronics: A new take on influencer marketing for Generation Z

LG Electronics, an electronics brand, launched its global campaign with the aim of fostering a long-term relationship between brand and consumers and promoting the G8X ThinQ smartphone's Dual Screen.

Introduction

In the always-connected world of social media, gadgets and shrinking attention spans, how do you engage Gen Z'ers for promoting a smartphone? While Gen Z'ers view their mobile devices as "extensions" of themselves, they are not very inspired to engage with product review-related content for mobile devices. Our challenge was to promote LG's latest smartphone to this attention-starved generation.

By breaking away from the typical product promotion approach of reviews and unboxing videos saturating the web today, we concluded that the best way to reach Gen Z consumers was through original, lifestyle-specific content they could relate to outside the...

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