Hill & Knowlton Strategies
LG WING Product Use-Case Launch Campaign
Launched LG's swivel-screen smartphone by showing daily dual-screen value, not just specs.
— 01 Objective
Launch LG's swivel-screen smartphone by showing daily dual-screen value, not just specs.
— 02 Strategy Feature → Benefit → Use Case
- Built use-case narrative: multitasking, creator tools, navigation, entertainment.
- Partnered with mega influencers to translate UX benefits.
- Shifted launch toward engagement-focused demonstrations.
— 03 Execution
- Story angles per influencer: recording/preview, navigation+media, creator mode, split-screen.
- Delivered content across YouTube, Instagram, TikTok.
— 04 Results
- 12M+ campaign views; 4.5x engagement vs. prior benchmarks.
- 30% higher watch-through vs. traditional launch videos.
- Repositioned LG WING as practical and creator-friendly.