LG HelloVision's official social media accounts showcase a distinct approach compared to typical corporate profiles. Sales representatives don wigs to explain communication costs in local dialects, while employees parody the latest memes.
The creators of this content are not professional influencers but rather regular employees involved in product and sales roles, referred to as 'Imploiencers.' Gu Ji-eun, a team leader in the Home Products and Partnerships team, along with senior employees Kim Eun-young and Kim Ja-young from the Gyeongnam Eastern Sales team, generate ideas and appear on camera.
Since last year, LG HelloVision has shifted from a product-focused social media strategy to one aimed at engaging younger customers. They have introduced Instagram cartoons and customer participation events, along with short-form content called 'Short V,' to redefine their channel's identity. Kim Eun-young, who oversees social media design and naturally transitioned to on-screen appearances, expressed, "As I got involved, I developed a desire to create better content." Gu Ji-eun, leveraging her experience as an announcer and in live commerce, participates in planning by considering what consumers might find intriguing.
In February of this year, Kim Ja-young moved to the Gyeongnam Eastern Sales team and created the character 'Young-ja' by writing scripts at the Gimhae Open Studio. This character humorously portrays customers grappling with communication costs while wearing a wig and speaking in dialect. He stated, "I wanted to inform customers about our services in an easy and entertaining way."
The trio plans to produce one piece of content each week, quickly finding ways to connect trending memes or dances with their products and services. Kim Eun-young explained, "When I spot a trend, I quickly assess whether it would be entertaining when linked to our products."
Their efforts are yielding results. Instagram followers surged from 856 in January last year to 10,746 in August this year, with the demographic shifting from ages 35-44 to primarily 18-24. During the short-form advertising campaign, inquiries about estimates and subscriptions through the direct sales mall increased by 27% compared to the previous month, and traffic from Instagram to the direct sales mall skyrocketed from 28 visits in January last year to approximately 3,500 in December.
Kim Ja-young noted, "Customers have started recognizing me from the content," adding, "Building familiarity through video has made actual consultations much more comfortable." Social media has evolved from mere promotion to a genuine customer engagement platform. The workplace atmosphere has also changed, with employees from other departments initiating conversations by saying, 'I’ve been watching your content.'
Gu Ji-eun remarked, "If I had been forced to do this, I probably wouldn’t have succeeded." She explained that her enjoyment and desire for successful content have motivated her to continue. When asked if they aspire to be the 'second Chungju Man,' Kim Ja-young laughed and instead expressed a wish to create 'Young-ja's Communication Era.'
* This article has been translated by AI.
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