LG
As wireless audio devices become increasingly commoditized, standing out requires more than just sound quality — cultural relevance, customization, and lifestyle alignment are key. LG’s XBOOM Go, equipped with features such as a customizable LED screen and vibrant sound, was designed to appeal to youth segments across markets. However, the brand faced the dual challenge of building localized resonance while maintaining global consistency, particularly in culturally distinct environments like Turkey.
We set out to increase awareness, engagement, and brand affinity among young, digitally-native users by developing campaign content tailored to their habits and cultural cues.
We deployed a multi-pronged activation strategy across several formats and platforms:
Social Media Challenge: Launched a dance-themed campaign via Instagram and TikTok, featuring 10 influencers and 4 professional dancers. Participants shared videos using a custom soundtrack and hashtag, with prizes incentivizing entries.
Influencer Personalization: Collaborated with 6 influencers who integrated the speaker into daily-life content, each customizing the LED screen to reflect their personality. The campaign emphasized the product’s ‘made for me’ appeal.
Localized Content in Turkey: Conducted new photo and video shoots using a cast, styling, and scenarios aligned with Turkish youth culture. This replaced the less resonant global content to better position the product locally.
Live Event Coverage: During LG’s product launch event, professional video crews captured highlights in real time. Edited clips were instantly shared to sustain momentum and maximize digital visibility.
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Across all phases, the campaign achieved significant traction among LG’s youthful target audience by blending personalization, cultural relevance, and digital immediacy.
