Last year LG Electronics, the world's second-largest manufacturer of television sets and one of the world’s largest electronic conglomerates, known for its use of top Korean music and film stars and its stunning TV spots, launched its first open communication forum called the Life's Good lab. Its aim was to intensify the interaction between the company and their consumers in Brazil and Latin America as a whole and to also infuse the company with fresh ideas. The initiative was a success building a community of over 118,000 fans on its Facebook Page who generated more than 15,000 ideas. This initial success provided the backdrop for LG Electronics to explore further ways of using crowdsourcing and social media to engage its audience. This year, LGE have chosen to use their social media outreach to promote Korean culture by using their Facebook fan Page to launch a video contest
LG has been using Facebook as a platform to connect with its audience while, at the same time, collect new ideas. The next step, according to the company, is to keep in touch with the fans of LG and to create a place where they can express and post not only their ideas but expressions about the brand.
To explain better what this strategy means for the company I talked to Paulo Santamaria, responsible for Regional Digital Marketing at LG. Santamaria said that the objective of the strategy is to revitalize the LG brand and to improve customer preference. He wishes to emphasize LG’s brand image as young, passionate and energetic. “Our target demographic are the younger generation, fans of good music, the generation that is really attached to technology, growing up in the new social media culture”.