In the dynamic world of gaming and technology, understanding consumer behavior is crucial to designing impactful campaigns. LG UltraGear, a leader in OLED gaming monitors, has set a precedent with its innovative approach to marketing. This case study will walk you through the strategic planning, execution, and results of LG's recent campaign, backed by Uplify's proprietary research on online shopping preferences and technological drivers.
Product Overview
LG UltraGear monitors have redefined the gaming experience with cutting-edge technology, providing specialized game modes for FPS (first-person shooter) and RTS (real-time strategy) games. Featuring OLED displays with ultra-high refresh rates, these monitors cater to gamers who seek precision, speed, and immersive visuals.
Campaign Goals Research Insights Fueling Strategy
The primary goal of the campaign was to boost awareness of LG UltraGear’s new high-performance gaming monitors among a target audience of tech-savvy gamers. The benchmark for success was set with a planned CTR (click-through rate) of 0.6%.
Research Insights Fueling Strategy
Driving Campaign Strategy Uplify's research highlighted that 63% of online purchases fall under the category of electronics and technology, showcasing a clear consumer inclination towards tech-related products. This finding emphasized the importance of targeting audiences with campaigns tailored to their purchasing preferences.
The chosen platform for this campaign was Twitch, leveraging Uplify’s extensive network of influential streamers to engage with potential customers in an authentic and impactful way.
Execution
From September 16 to September 30, 2024, LG UltraGear launched a dynamic influencer marketing campaign that highlighted their premium gaming monitors. Over 480 popular streamers joined the initiative, incorporating LG’s monitors into their high-energy gaming sessions, where they captured the attention of millions of viewers.
Execution Steps
1. Innovative Creative Development:
The creative concept behind the campaign was designed to be immersive, with the Overlay 15% ad format playing a crucial role. It allowed LG’s message to blend naturally into the content, ensuring high visibility without disrupting the viewer's experience. By selecting this non-intrusive format, the brand capitalized on influencer authenticity and the organic engagement of the gaming community.
2. Targeted Audience Segmentation:
Understanding that the key to success lies in reaching the right people, the campaign utilized Uplify's data-driven tools to target 260 specific audience segments. This refined targeting ensured that the campaign reached viewers most likely to engage with LG UltraGear’s products—gamers and tech enthusiasts who were not just passive viewers, but active consumers interested in the latest in gaming technology.
“At Uplify, we strive to be partners with our influencers on their content creation journeys. We maintain close relationships with creators, and through audience surveys and systematic evaluations, we gain a deep understanding of each creator's audience. This enables us to identify which creators are the best fit for specific campaigns.” Mauro Junqueira, LatAm Community Manager Uplify
3. Machine Learning-Driven Optimization:
To continuously improve the campaign’s effectiveness, machine learning tools were used to optimize the results in real time. By analyzing audience reactions and interactions, the campaign was adjusted dynamically, allowing for enhanced targeting and improved performance. This data-driven approach helped to refine the campaign as it ran, ensuring that every impression counted.
Results
- Total Impressions: 1,321,830
- Click-Through Rate (CTR): 0.96%, surpassing the planned benchmark by 60%, which resulted in 12,628 clicks.
These numbers were not just a success for LG UltraGear—they also underscored the effectiveness of Uplify’s platform in driving real, measurable results in a highly competitive digital landscape.
User Insights and Feedback
In addition to the campaign’s measurable success, a user survey conducted during the campaign provided valuable insights directly from 2,700 viewers. The survey asked 5 key questions about their preferences when choosing a monitor
The results indicated that technical specifications, such as refresh rate (Hz) and price, were more important to consumers than design, which confirmed the importance of these features for gamers looking for high-performance products.
The survey also revealed that LG UltraGear was the second most preferred brand, with 25% of respondents naming it as their go-to choice for gaming monitors.
The campaign’s success underscores the power of combining native advertising formats with influencer partnerships and data-driven optimization. The synergy between creative content, targeted audience engagement, and real-time data analysis led to results that exceeded expectations
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