LGVerse: My LG Home

A Futuristic Way To Experience LG Products Virtually

Background:

POC: Verifying technical feasibility through the PoC for about 6 weeks from July’22 onwards, and then promoting the first open in January 2023 based on the PoC result. Demo session organized by HQ in India to showcase the concept and receiving basic understanding of users followed by Closed Beta Test (CBT) starting Dec’22.

Creating a virtual LG zone, My LG Home, targeting Android users who can experience all products, participate in fun activities and share feedback.

Application Name: My LG Home

Target Audience: MZ audiences, Android Users

Enrolled 330 participants (Between 18 ~ 30 Years) selected by LGEIL (India Employees and College students). – Shared by HR

Closed Beta Test (CBT): Executed in 3 phases with 6 events.

Launch Communication: Activation (1/12/2022~31/12/2022)

Invited participants asking to recommend their friends name, phone number & email id by replying on email sent by LGEIL.

Phase 1: Activation Activity

Phase 1:

Event Name: Wish it, Win it (20/12/2023 ~ 31/12/2023)

~ Make a Colorful Wish For New Year’s gift

User upload an image of New Year’s gift they hope to get and refrigerator image, decorated with colors that depict that gift with hashtag “WinYourNewYearWish” to Life Log

~ Event communication were sent to participants via Email & Whatsapp

~ Standee placed in cafeteria on 12/19

Phase 2: Encourage Revisit

Phase 2: (Encourage Revisit)

Event Name: Share it, Win it (01/01/2023 ~ 10/01/2023)

~ Aims to increase retention through mission based campaigns & reward according to the level of participation measured by Ranking and Daily mission.

Phase 3: Activate Social Feature

Phase 3: (Activate Social Feature)

Event Name: Singing Competition (11/01/2023 ~ 20/01/2023)

~ Aims to activate a social feature so that customers can enjoy service with their friends. There is a team/individual competition and invitation mission.

Contents of Influencer Promotion on Instagram

Execution Plan for Customer Influx Campaign

We carried out an acquisition campaign intending to attract customers and promote service. It was planned in three stages. Phase 1 was for use of service, phase 2 was for a revisit, and phase 3 was for activating a social feature.

Customer Influx and Engagement Trends

Looking at the customer acquisition trend, the acquisition growth rate of more than three digits was shown when promoting the influencer, indicating the strong influencer impact of Indian customers. In the case of customer participation events, an average of 61% of the events were observed in the last three days of the event.

Result of Campaign Operation

All events by campaign phase exceeded KPIs, confirming that the incentive to participate in the activity of the campaign was valid.

User Behavior Analysis

Indian customers spend the most time on the Karaoke feature at 4 minutes 46 seconds, and activity frequency is Lifelog, Chatting in order showing high usage rate for social activities.

User Experience Journey

The customer service behavior pattern is largely divided into four types depending on the first activity that they choose when they access the app, and the departure point for each stage was identified.

Key Findings

Checked the high customer engagement for service content and verified the possibility that LG fandom culture can be formed when launching the app market and connecting OBS.

Indian customers’ high preference for social activities has been confirmed, and additional activation is available through providing an open community that does not require to invite friends manually anymore.