Public Relations isn't about what you do or say, it is about how you do or say it. The success of a PR campaign is measured chiefly on the amplification of brand awareness through the proper use of analytics and media. With the increased usage of social media, in this generation, most companies or agencies use channels like Facebook, Twitter, Instagram etcetera, to reach out to their prospects and consumers. This often results in a positive outcome, if, and only if, the media is utilized rightly. LG, the South Korean electronics agency, used multiple base channels to brilliantly exhibit and inform the audience about their LG Signature Campaign.

 

The campaign was unbelievably prosperous is such a way that it achieved 250% above the initial target. “In the electronics and display businesses, we have increased our share across global markets with superior technologies in OLED, motors and compressors, combined with product offerings that create value for customers. In particular, the successful launch of LG SIGNATURE secured our position as a premium home appliance brand." (LG Annual Report, 2016)

 

This campaign carried forward by the company, introduced to people, four technologically mesmerizing innovations, an air purifier, a twin-wash washing machine, an Insta-View Door-in-Door Refrigerator and an OLED Television. LG made use of its scintillating tactics and used the perfect medium to converse and make their prospects and customers aware of the new products. They directed the campaign at the "luxury segments" by targeting the right audience for their products. Making the prosperous communities their bull's eye, they were able to deliver a clean cut and clear message assuring that owning these commodities will be a perfect fit for them.

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Press, as we know, plays a major role in shaping the viewers' and readers' opinions and, likes and dislikes. The current generation just happens to exist in such a way that makes all individuals want to fit into the cooler, better and more competitive society. All it really takes is one mere like', 'share', 'retweet' or 'follow', to inform the people of a promotion' or 'trend' or a brand'. Moreover, press also handles the reputation of a brand; one bad review and it could land the organization in a big doom. LG faced quite a crisis in 2016 due to its failure in reaching the desired target.

 

They, as we know, took the crisis in hand and made sure to solve it. Unaware of whether it would've been a success, LG decided to take a risk and introduce the four products to the market. In 2017, they reacted to the crisis they were facing the previous year and made it up by ensuring excellent media coverage, brand awareness and creating a Premium Image that is to be perceived by the people towards their brand. "LG Electronics Inc. (LG) today announced record full-year revenues for 2017 of KRW 61.4 trillion (USD 55.4 billion), an increase of 10.9 percent from the previous year, the highest in the company's history." (LG Newsroom, 2017). They, with the help of press and media, were able to gather awareness and owned up to the crisis; "LG aims to turn crises into an opportunity" (Gulf News Tech, 2016).

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As a matter of fact, they covered the fundamental points or areas that were to be met in order to create a successful PR campaign. LG hosted a series of events and promotions that were concentrated on getting in touch with the end consumers and prospects, through the use of social media platforms like Instagram, Twitter and Facebook. They published a brand new account specialized for this ongoing campaign on all the three social networking sites with the tag name "LG SIGNATURE". They attract their target audience by posting video advertisements of the SIGNATURE electronics used by various influencers and used the hash tag #whatsyoursignature to publicize their products. LG also uses a blend of modern art in their ads to keep the attention stable. Elements of product emphasis on their Instagram posts also highlight on the Premium Image feeling, giving the viewers a feel of bliss, elegance and superior standards.

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A very smart thing that was a good addition to the campaign was the way they engaged with the end consumers, asking for reviews, questions regarding the product usage, instructions and installation, and problems that they were facing while using the product. "Get your questions answered about product setup, use and care, repair and maintenance issues. We can help."(LG.com). As a result, many put in a good review and, not surprisingly, very few people complained about the products or services provided by LG. This, obviously, did not go unnoticed and that of course attracted the non-buyers' to consider experiencing these products.

 

They have been sent various tweets by their end consumers on the usage and different enquiries on their products to which they have been actively responding to each one personally to keep the customers happy. For example: "hello I have a question! I'll get my W7 tomorrow. I was wondering if it's possible to cast to the tv without a Chromecast (@ChrisJunkfood via Twitter, 27 Jun 2017); "Thanks for your question! Please check your private message." (@LG_Signature via Twitter, 28 Jun 2017).

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Besides being open and responsive to their consumers, they also get a lot of product reviews from a wide number of people. “This is amazing. @LGUS 2.6mm thick W7 OLED "wallpaper" TV. It fixes on the wall with magnets, and looks like a window!" (@AndyBoxall via Twitter, 2017).

 

One of the best courses of action that LG took for the campaign is that they collaborated with a crew of influencers of the Gulf and give the watchers a gist of what their dream home" looks like. This makes the end users believe that owning any of the LG SIGNATURE products will glam up and upgrade their lifestyle and home. "We want our products to blend in with the lifestyle of the cosmopolitan consumers of today and our LG SIGNATURE range of products is our commitment to offer that edge." (Kevin Cha, President of LG Electronics via Pressreader, 2017)

 

Their main aim was to create the perception of value in the minds of the audience to make them feel like it is worth purchasing and making use of the product. "If a customer finds value, then they will buy (that product). Not only with technology, but with emotional appeal as well - that will make the customer feel the real value." (President of LG Electronics Gulf via Khaleej Times, Feb 2016).

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It is easy to judge the success of a PR campaign as the results say it all. LG still happens to make improvement in its sales and doesn't fail to grab people's attention. This, however, was not all. After witnessing a decrease in sales by 4.15% in 2016, they put in more effort to initiate the number of sales and improve their brand image and status. Their social media accounts and coverage itself has played such a big role in influencing the prospects into buying the products that the big event was just a cherry on the top. In other words, after targeting social media, they hosted a big event to generate substantial coverage and exposure" to the target audience in the competitive market. What they did was simply invite the Gulf influencers to their main campaign launch event, ask the influencers to give an insight on what they liked about the products and the experience they obtained from using it.

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"The event has partnered up with relevant influencers who represent of fashion, art, food, movie, journalism, and their experiences have highlighted each of the LG SIGNATURE products." (LG Signature Launch Event, 2017). This, without fail, created a buzz among the press and that was how they got their campaign out for exposure to the targeted audience. All in all, the campaign saw a lot of efforts that were taken under control by the PR team of the LG SIGNATURE campaign. As we know, we are never fully aware of all the scenes that happen behind the screen, but the results really do show how effective the campaign really was and how much of an impact it made on the viewers.

 

By using the right PR tools the right way, the LG SIGNATURE campaign made a beautiful breakthrough in 2017 and 2018, raising their reputation for the time being, hopes in staying so for the next few years to come. As a matter of fact, they even won a MEPRA Award under the Bronze position for the Launch of LG SINATURE Campaign under the "Best Integrated Campaign" in 2018. LG managed to impress people with their intelligent campaign and brilliant ways or advertising and branding, but with the right amount of targeted press releases, a smart strategy and golden contacts, they added up to their creative angles making this PR campaign an effective and true success.