BRAND:
LG
AWARD CATEGORY:
The Best Innovative Social Media Campaign
CAMPAIGN TIME RANGE:
27/06/2023 - 08/07/2023
CREDITS:
Mekong Communications, Đẹp Magazine
CASE STUDY VIDEO
STRATEGY
In 2023, the Vietnam women's national football team etched their name in history by qualifying for the World Cup, capturing the hearts and minds of the nation. Their remarkable achievement shone a bright light on female football, a sport that has often been overshadowed by men's football. The team's success was celebrated by many brands, who sought to promote support to Vietnamese football and national pride.
As a brand specializing in home appliances and electronics - which does not bear any resemblance to sports - it is a big challenge for LG on how to seize the historic opportunity, but still stay relevant to the brand's core value - innovative and maintaining a close connection with the brand and product. Rather than narrating about national pride and spirit like the crowd, LG decided to lead a unique approach that combined sport and fashion, with female football players as lead models and main influencers.
LG chose the LG Styler, a smart wardrobe that refreshes clothes and makes them look new, to sponsor the upcoming journey of these female warriors as they seek to conquer the international arena. The LG Styler represents LG's innovation and breakthroughs in design and technology, which align with the core values of the campaign.
This bold strategy empowered another elegant side of female players, breaking the stereotype of them being fierce warriors in shorts and numbered shirts. By showcasing their grace and beauty, LG highlighted the strength and determination of these remarkable women. This approach drawn social attention during this crucial period, while also helped audience understand and appreciate the efforts of the female players in the Vietnamese national team.
INSIGHT
Male football teams have always been favored in terms of investment, sponsorship, and public care. A male player can be seen in many roles - an influencer, a brand ambassador, or even a model. Female players, on the other hand, are often associated to robust imagery, following by intense battles, strengths, masculinity, rugged jerseys and shorts. Their roles in other aspects are generally overlooked.
However, behind the grueling hours of training and competition, they remain very womanly with a fervor for fashion and beauty, aspiring to radiate confidence and elegance in their favorite attire, just like any other woman.
Balancing toughness and femininity in its design, LG Styler emerges as a companion for women to exude confidence in every style, navigating every situation with initiative, and relevance to the trio of female warriors who propelled Vietnamese football onto the world stage.
With the help of LG Styler, the audience can finally understand different aspects of our beloved female football players - well as the beauty of Vietnamese women - as they shine not only on the football ground but also in other innumerable facets.
CREATIVE IDEA
LG Styler partnered with the prominent fashion magazine "Dep" to create a unique photo series showcasing the individual fashion styles of three accomplished female warriors, selected from the upcoming WC 2023 squad. These eminent figures were Huỳnh Như, the talented team captain, along with Hoàng Loan and Thanh Nhã, who were known for their beauty and stylish fashion senses. Despite their differences in personalities, ages, fashion styles, and auras, they all embodied the strength of Vietnamese women and embraced national courage, daring to take action and live life to the fullest. Additionally, their beauty shone brightly even while wearing muddy player jerseys on the stadium grounds.
With the concept of "WONDER WOMEN," Dep Magazine and LG Styler portrayed a fresh perspective on Vietnamese female football players. They were not only "wonder women" on the football ground but also beautiful, radiant women in fashionable attire, exuding femininity and a unique aura, different from the usual shorts and jersey uniforms. The photo album was a breath of fresh air to the fashion world, promoting the beauty of three female footballers while retaining their essence. With long dresses combined with stockings and sports shoes, the "Wonder Woman" photo album successfully demonstrated a blend of strength and femininity, allowing the audience to view the multidimensional beauty of these players that rivaled any celebrity. Moreover, the photo album highlighted the role of LG and its product, inspiring people to "live to the fullest and dress authentically" - "Sống hết mình, mặc đúng chất" with the reliable assistant - LG Styler. Through the album, LG Styler ensured everyone could achieve their desired look whenever they wanted 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
As Huỳnh Như, Hoàng Loan, and Thanh Nhã are the representatives this photo album, LG decided to leverage the influence of these three female footballers as authentic Key Opinion Leaders (KOLs), similar to how male players were traditionally leveraged and admired on social media. They shared their emotions and thoughts when participating in this professional and fashionable photo shoot, alongside two close sisters who have fought together 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, and 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 the 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 attention from media agencies, with 25,000 editions 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, organic 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).
