For an electronics company looking to promote a new smartphone with advanced camera features, Instagram would seem like the ideal marketing platform. With over 500M users, Instagram hosts a user base primed to engage with photography and technology content. Many brands are realizing that influencer marketing, which leverages the trust, reach, and creativity of social influencers, can be powerfully effective when it comes to promoting the release of a new product.
In the following case study, we’ll look at how LG partnered with top social media influencers on Instagram to promote the release of its V20 smartphone. By working with prominent photographers on Instagram, LG was able to stir up incredibly high levels of engagement, drive awareness amongst millions, and double their sales.
The smartphone industry is growing more saturated by the year and as one of the companies aggressively looking to increase its 9.7% U.S. market share, LG has long been investing heavily in influencer marketing. Its global ambassador program includes a wide range of celebrities and social influencers that promote the brand across a variety of channels.
Starting in September, LG partnered with several photography influencers on Instagram to promote the release of the LG V20, their new smartphone with advanced camera features. LG’s Instagam influencer campaign specifically focused on the phone’s “Manual Mode” and “Steady Record” features.
A photographer/filmmaker with 995K followers. Based in San Diego, he specializes in outdoor and drone photography. His 14 #LGV20 posts drew over 180K likes.
An outdoor adventure and lifestyle photographer based in the Pacific NW with over 893K followers. His 11 posts got nearly half a million likes.
Another nature photographer, Jordan has over 545K followers. His 18 posts received over 260K likes.
An NYC-based photographer with over 140K followers. His 13 posts drew over 20K likes.
A Chicago-based photographer with 111K followers that specializes in fashion and urban landscapes. Her 13 posts netted over 40K likes for LG’s new smartphone launch.
A Portland-based visual artist with 78K followers. Her 15 sponsored Instagram posts for LG Electronics posts drew over 18K likes.