LG Gram had active engagement up until the pre-purchase stage, but there was a lack of interest in the product post-purchase compared to competing products. To enhance the post-purchase customer experience and secure loyal customers, a communication hub was needed where customers could naturally and joyfully share the brand. Moreover, the main goal was to establish a customer data collection solution that strengthens the relationship with the Z generation and connects to future marketing activities.
We focused on the post-purchase journey of customers. After purchasing a laptop, customers' main searches were related to laptop customization, accessories, and how to use the laptop.
However, Gram lacked in providing a satisfying post-purchase experience. Additionally, while customer data collection through LGE.COM visits was possible during the pre-purchase search activities, the absence of digital touchpoints post-purchase and a sharp decline in related searches made it necessary to find an alternative for data collection and utilization.
Therefore, we planned the Jammy Community campaign to provide a distinctive laptop usage experience for Gram, allowing the formation of positive relationships with customers. By offering a new laptop usage experience (limited edition goods, customization, usage methods) and strengthening the relationship with the Z generation, we aimed to build a community for data collection and utilization, turning them into genuine users of LG Electronics.
1 Introduction of a rewards system for community activities
Points were awarded to customers for community activities such as visits, posting, and sharing on social media. A reward system was implemented to allow users to decorate their laptops, providing incentives for sustained community engagement (fun) and positive reasons for participating in community activities (points, goods). In July of this year, with the opening of Jammy Phase 2, a member grading system was applied, encouraging the production of quality content by recognizing and rewarding capable members, and fostering community leaders.
2 Providing a differentiated laptop usage experience for Z generation
Collaborations with unique artists preferred by the Z generation, such as Song Min-ho and Jeon Hwang-il, were established. Through limited edition goods and content for personalizing their Gram laptops, users were encouraged to decorate their laptops according to their personality and share the results. Utilizing influential celebrities among the Z generation, like "Newgens," new experiences for customers were continuously enhanced. Sharing laptop usage tips among customers and providing design formats/sources aimed at increasing productivity in laptop usage were also part of the strategy.
3 Establishing the foundation for various marketing activities through customer data collection
Collaborations with personality-driven artists and brand partnerships were used to offer limited edition goods and content for personalizing Gram laptops. Through collecting customer data, the campaign aimed to continuously strengthen and enhance the unique experiences offered to customers. Additionally, sharing laptop usage tips among customers and providing high-utility design formats/sources aimed at increasing productivity in laptop usage were also part of the strategy.
4 Events, exhibitions, and competitions from an ESG perspective
Events, exhibitions, and competitions were organized to discover talented but undiscovered artists. Eco-friendly participation events and collaborations with eco-friendly brands were introduced, conveying a positive brand image to customers who prioritize eco-friendly consumption. Engaging in ESG activities with members who share a passion for Gram and fun was aimed at fulfilling corporate social responsibility and communicating the brand's eco-friendly image.
The Jammy community for LG Gram successfully captured the response of the Z generation by providing a unique laptop usage experience. In the five months since its launch, it achieved remarkable numbers, surpassing the 2022 target for new members and Monthly Active Users (MAU). The community attracted attention with features like limited edition goods, contributing to elevated searches related to LG Gram and laptop accessories post-purchase.
Beyond achieving the initial goal of strengthening relationships with customers post-purchase and establishing a foundation for diverse marketing activities utilizing accumulated data, the Jammy experience had a positive impact on brand preferences and loyalty for the Gram brand. There was a significant positive perception change in brand preference, purchase intent, and brand recommendation among those who experienced the Jammy campaign compared to non-experienced individuals.
Anticipating hidden customer needs and providing a differentiated laptop usage experience resulted in more than the expected success. Building on the successful launch as a laptop user platform that didn't exist before, LG Jammy continues to expand, aiming to go beyond a platform for laptop users to become a community platform covering LG Electronics' entire product lineup, including Hero Products like LG Showcase, LG Standby Me Go, and LG Aerofurniture, tailored for the Z generation. Stay tuned for Jammy's endeavors towards evolving into a comprehensive community platform!
