BRAND:
LG
AWARD CATEGORY:
The Best Influencer Strategy
CAMPAIGN TIME RANGE:
27/06/2023 - 08/07/2023
CREDITS:
Mekong Communications, Đẹp Magazine
CASE STUDY VIDEO
STRATEGY
In 2023, the Vietnamese women's football team made a historic breakthrough, capturing widespread attention long overshadowed by the men's national team. Historically, social attention and investments in football have been predominantly directed towards the men's national team, both in Vietnam and globally. Prominent figures in football were all mainly males, such as Cristiano Ronaldo and Lionel Messi, therefore, it was rare for female football players to be seen as legends. However, the Vietnamese women's football team had demonstrated the strength of Vietnamese women on the global stage by earning their ticket to the 2023 World Cup despite receiving less attention in all aspects.
As a brand specializing in the electronics industry - which does not acquire connections with sports - especially football, it is a big challenge for LG to seize this historic opportunity while still remaining relevant to the brand's spirit. Noticing that other brands all revolved around national spirits & pride when it came to football, LG chose an approach that went beyond the usual spirit & pride narration exploited by other brands. This strategic approach delved into women's empowerment, honored their values, and provided the audience with a different perspective on the image of female warriors on the football field, which they had not seen or felt before. This strategy would help attract social attention during this crucial period for female players and LG, while also helping everyone understand and appreciate the efforts of the Vietnamese football women.
Among a series of products, LG chose the LG Styler to sponsor and accompany the upcoming journey of these female warriors to conquer the world. The LG Styler represented LG's innovation and breakthroughs in both design and technology, similar to the fighting spirit and efforts of the Vietnamese women's national team players.
INSIGHT
For long, female footballers have been associated with a rugged imagery: battling intensely on the field, exhibiting strength comparable to men, and dressing in robust jerseys and numbered shirts. However, beyond the rigorous training and competition, they remain womanly with a passion for fashion and beauty, aspiring to exude confidence and elegance in their preferred attire, just like any other woman.
Incorporating toughness and femininity into its design, LG Styler served as a companion for women to confidently express themselves in every style and situation, resonating with the trio of female warriors who propelled Vietnamese football onto the global stage.
Embodying an innovative spirit and celebrating the unique beauty of these gridiron warriors, LG Styler emphasizes the boundless potential of women in dismantling gender stereotypes and challenging preconceived notions about their abilities, revealing the multifaceted beauty of Vietnamese women.
CREATIVE IDEA
Taking advantage of the heat and social attention surrounding the 2023 World Cup and Vietnamese female footballers, LG Styler collaborates with the leading fashion magazine "Đẹp Magazine" to introduce a unique photo series showcasing the distinct fashion styles of three prominent female warriors selected from the upcoming WC 2023 squad:
Huỳnh Như - the talented team captain leading the squad, along with two other players who have garnered attention for their beauty and stylish fashion sense - Hoàng Loan and Thanh Nhã. Despite their different personalities, ages, fashion styles, and auras, they all represent courageous warriors embodying the strength of Vietnamese women, daring to take action and live to the fullest. They are beautiful women who shine brightly even while shedding their muddy player jerseys on the field.
With the concept "WONDER WOMEN," Đẹp Magazine and LG Styler aim to provide a fresh perspective on the Vietnamese female football team, portraying them not only as "wonder women" on the field but also as beautiful, radiant women in fashionable attire, exuding femininity and a unique aura distinct from the familiar shorts and jersey uniforms. The photo series showcases a new and unfamiliar fashion image of the three female footballers while still retaining the essence of football players, with long dresses combined with stockings and sports shoes, demonstrating a blend of strength and femininity, allowing the audience to see the multidimensional beauty in them, rivaling any celebrity. Moreover, through the photo series, it highlights the role of the brand and its product, aiming to inspire people to "live to the fullest and dress authentically" - "Sống hết mình, mặc đúng chất" with the reliable assistant LG Styler, ensuring everyone achieves their desired finest look when they want to shine and express themselves. The images of the three girls served as inspiration for the 275th issue of Dep Magazine in June 2023 under the theme "Dream High," targeting young people who dream big, are always ready to take action, overcome obstacles, and achieve their conquest dreams.
CONNECTION PLAN
To captivate audiences, especially those intrigued by female footballers, the campaign leveraged the influence of three players (Huỳnh Như, Thanh Nhã, and Hoàng Loan) during the peak of the 2023 World Cup. These players shared their thoughts on the photoshoot alongside two teammates who stood beside them on the field.
And to expand the reach of the photo album to a larger audience, the campaign extended its scope to three primary community groups. These aimed to bring inspirational and distinctive images of both the female footballers and LG to the target customer segments. LG Styler selected the following community groups:
(1) Fashion Community: Targeting the audience with a taste for fashion, LG Styler shortlisted the "Maybe We Should Talk 'Bout Fashion" community, known for frequent discussions and a keen interest in fashion within maybe.vn's extensive ecosystem.
(2) Entertainment Community: Targeting mass audiences, LG Styler chose nine entertainment communities that regularly provided and updated hot news, trends (Bí mật Showbiz, Kênh 14, Hóng Hớt Showbiz, Chuyện của Hà Nội, Đài Phát Thanh, Tôi là người Sài Gòn, Sài Gòn của tôi, Điều nhỏ xíu xiu, Sài Gòn Nghen), and one entertainment community group within the maybe.vn ecosystem (Maybe You Missed This F***king News).
(3) Sports & Football Community: Targeting audience with interests in football, LG Styler selected four large sports communities (Sport5, Thể thao 247, Fandom Owker, Vlog Minh Hải) to increase the visibility and dissemination of the photo series to football enthusiasts.
Moreover, to provide a clearer view of the players' personalities, beauty, and natural aspects on set, LG Global's fan page released the unique behind-the-scenes photos of the three female footballers. This allowed the audience to see their efforts and enjoyment during the shoot, portraying them as women passionate about beauty and fashion, ultimately presenting a high-quality and prestigious photo series reflecting their true status.
OBJECTIVE-BASE KPI
The photo shoot has garnered thousands of hours of attention from media agencies, with 25,000 publications praising the beauty and demeanor of the female football team, likening them to KOLs or famous models.
In addition, the photo series has also garnered attention and discussion, organically spreading from (Earned Media)
- Major mainstream media outlets such as VTV Thể Thao và VTV24
- Football and creative community platforms and media outlets: Giấc mơ vô địch, ADsangtao, Báo Thể thao & Văn hoá Website Báo Thể thao & Văn hoá Fanpage, Next Sports, Đọc báo
At the same time, the brand also increased its brand love among the public, receiving:
- 95% positive feedback and comments from social media users for both the female players and LG Styler.
- Top 10 Top Hashtags: Post interaction rate: #cathangmacdepcungstyler
- And the majority of users expressed appreciation for LG Styler's sponsorship and support for the female players (comprising over 60% of comments).
