How do you bring positive content back into a digital space that is often characterized by negativity? LG provides an international answer with the “Optimism your Feed” campaign - and uses DOOH to bring optimism from social media directly to the streets. Together with HYGH, a social activation was created that effectively combines social media and digital out-of-home.
Objective:
LG wanted the campaign to send a clear signal for more optimism in digital channels. An international survey had shown that many people perceive more negative than positive content in their feeds - with consequences for their emotional well-being. The aim of the campaign was to reverse this trend, make the brand promise “Life's Good” tangible and activate a young target group for positive content.
Solution:
Together with the agency Dive, LG developed a social media challenge on TikTok: Users were asked to post positive moments, thoughts or finger heart selfies - accompanied by influencers such as Tina Choi, Victoria Browne and Team1llusion. The special feature: the content should not only be visible online, but also take place in public spaces. To this end, the campaign was programmatically extended to international DOOH spaces, including Times Square in New York, Seoul and the HYGH Premium Network on Berlin's Ku'damm. Emotional video messages from LG employees were also played on the HYGH displays, bringing the idea of the campaign authentically and personally into the urban space.
Result:
The response to the campaign was strong: over 21,000 people took part in the challenge in the first four days. The combination of TikTok content, influencers and programmatic DOOH playout ensured high visibility and emotional brand loyalty - both online and offline. With HYGH as a partner, LG was able to take its message to where it has a real impact: Right in the middle of people's everyday lives.
