Dive Overview:
- In a press release, LG Electronics announced the launch of a global campaign called “Optimism your feed,” which aims to help consumers bring positivity to their social media experiences by actively engaging with uplifting content.
- Key to the campaign is the “Optimism your feed” playlist, a collection of original, influencer-backed content designed to drive more positivity into users' social feeds. The playlist is available now on TikTok and YouTube.
- LG is also working with social media experts on the effort as part of a larger “Life's Good” campaign it introduced last year, a move backed by research it commissioned that found that while social media has its benefits, it's also a source of anxiety.
Dive Insights:
LG's latest campaign aims to increase positivity on social media, an effort backed by global research that found that nearly half of respondents (45%) say their social media feeds contain an equal or greater amount of negative content than positive content. Additionally, 28% of respondents reported that negative content on their social feeds increases their anxiety.
Inspired by the role algorithms play in the content that populates social media feeds, LG's “Optimism your feed” playlist features an array of positive videos that consumers can respond to, with the aim of increasing the amount of uplifting content they are drawn to in their feeds. The playlist was created in collaboration with global influencers known for their positivity, including Tina Choi, Victoria Brown and Josh Harmon, and includes more than 20 short videos ranging from motivational to feel-good content.
LG is also consulting with social media experts, including professor, information scientist and technology ethicist Casey Fisler, to support the effort, which could help boost brand authenticity and consumer trust. The “Optimism your feed” playlist will be available to watch on LG's global YouTube and TikTok channels and will then spread to other social platforms through influencer collaborations. Consumers can also participate in the campaign through a microsite.
The move is part of LG's “Life's Good” campaign, which was launched in August last year as an effort to encourage people to have a more optimistic outlook on life. The campaign also served to introduce LG's more dynamic and youthful brand identity, which was unveiled in April last year. These efforts could help build brand loyalty among younger demographics, such as Gen Z, who have growing purchasing power.
LG, a South Korean company that makes consumer and commercial products such as televisions, home appliances, auto parts and older mobile phones, announced that its first-quarter revenue rose 3.3% year-on-year, with sales from its home appliance and auto parts businesses increasing 7.2% and 12%, respectively.
Marketers other than LG have also made healthy social media habits a recent marketing focus. In February, Snap launched an ad campaign positioning Snapchat as the “antidote to social media.” In another example, Dove's long-running Self-Esteem Project launched a Kids Online Safety campaign last April to address the rise in youth mental health issues linked to social media.
