| Title | SINGLE IOT CAMPAIGN ; MY SINGLE-LIFE |
| Brand | LG U+ |
| Product / Service | IOT@HOME |
| Category | D04. Brand / Product Video |
| Entrant | HS AD Seoul, SOUTH KOREA |
| Idea Creation | HS AD Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Sungeun Cho | HS Ad | Creative Director |
After the on-air, on December 22, we operated two main channels. YouTube has been operating to get hits with a wide coverage and Facebook has been operating to get engagements such as comments and likes. These two channels have showed complementary effects each other. Both YouTube and Facebook were effectively focused on operations within 10 days from early January, and they were operated reliably by optimization not to rise too high during peak seasons.
The reaction towards our brand film was successful. Youtube hits exceeded 10 million just after 19 days from launching. Lots of singles who deeply emphasized with our story commented on it. Until now, this film recorded 37,886,948 total impressions, 10,528,308 hits and 711 likes. Notable comments were all about the sympathizing point of our film. ‘I’m living alone for four years and I have been so sympathized with the story.’, ‘IoT may fill the daily deficiency even I live alone.’ Many singles expressed their feelings to our film. In addition, Facebook Ads have been conducted to make issues on SNS channel, and it recorded 2,790,335 total impressions and 10,018 engagements. Through this execution, we induced user participation and made positive public opinion.
We made a brand film to launch the ‘Single IoT Campaign’ based on real reviews from real customers who have used IoT. Our persona is the English teacher who lives alone. She had lived busy and repetitive life as all the other modern people. Tired of desolate daily life without proper relaxation, she had always been lonely and anxious. Then our IoT started to fill her deficiency. By turning the lights and electric pad on, before she gets home, IoT enhances single life like she is not alone at home. Based on the true story, our strategy was to convey conveys trustful value of IoT and appeal to our targets to feel its necessity. As for the channel, we have achieved complementary effects by the strategy of using YouTube to secure reach and views, and using Facebook posting Ads to induce participation in the event.