Utilizing 3D Virtual Studios can have many different benefits, especially when it comes to creating content for your entire brand’s online presence. We collaborated with HSad Korea, the in-house Agency of LG Electronics, producing a social media campaign created in 3D with crafted virtual spaces for LG SIGNATURE.
The content produced by our creative team outperformed other visuals produced by 80% and increased product direct messages on Social Media Channels over 100%. The product focused visuals are showcased on magazine channels, social media and LG SIGNATURE micro site, as well as the Global Website.
The Research & Findings
As a young brand with nearly 4 years being on the market the premium brand of home and kitchen appliances, faced difficulties to align their visual campaigns with their brand marketing goals while fully embodying the brand.
There was a gap between quality online content and the brand. Further the values, vision and mission of LG SIGNATURE were not reflected in the visual content previously used.
The overall challenge was to align the content to reflect the premiumness of the brand and effectively communicate the values of the product and brand on every channel.
VSLB conducted a consultation to first clarify the relevant aspects of luxury branding in context of the consumer and the brands communication. The consultation included an extensive research on consumer behavior in the luxury industries and how the brand could visually touch the consumer.
Understanding the meaning of luxury from both perspectives was important to have a clear direction moving forward.
Luxury Brands tap into consumers psychology, fueling positive emotions. They also showcase a consistent branding through the customer’s journey. They create desire, set trends and set highest priority in quality.
Consumers on the other hand identify themselves with the brand by purchasing the object. They get access to products enabling them to embrace uniqueness and superiority.
To further narrow down our findings and position the brand as a a premium home appliance brand, we categorized the context of luxury into lifestyle and abstract.
Both abstract and lifestyle would be the key topics for the social media campaigns.
Visual Content Strategy
Defining luxury allowed us to further identify the current visual alignment of LG SIGNATURE’s online presence and set new goals for the brand.
Further points were discussed with the brand to provide general guidelines to the VSLB design team. The content had to reflect those points making sure to keep consistency throughout the 3D venues to be produced.
With the backup data provided in the initial consultation and briefing, Giacomo Mason our Chief Creative Officer, an italian architect and brand specialist designed a first concept. The concept was inspired by the changes in society entering a new decade defining the “new” luxury in an interior context that would showcase LG SIGNATURE’s products in high quality content, reflecting the brand.
The Visual Concepts
Nature Captivity is the definition of new luxury based on the paradoxes of life. Giacomo brought nature to 3 stunning spaces based in the forest with the products and their USP in center.
Further concepts were developed to align with several target markets of the brand. Later developed categories for LG SIGNATURE’s social media campaign, were the City Series (target markets focused) and Luxury Technology Content (USP focused).
VSLB provided an in-depth research for style and concepts for each series to reflect the craftsmanship of the brand. The strategy included collaborations with luxury furniture brands to increase the reach and engagement throughout various platforms.
Social Media Campaign Results
Through the combination of data and creativity we achieved a higher brand engagement and reach as well as a 106% increase in product interest inquiries via Instagram. Further data revealed that the content produced by VSLB outperformed content produced by other vendors by 80%.
Virtual Venues can not only advance the content production process, they also allow creative freedom to embody a brand in an inspiring and innovative ways. This leaves a lasting impression on your consumers.
See the full social media campaign below.