Korean telecom company LG U+ uses interest-based targeting to boost engagement

Ad clicks

2.9%

Click-through rate (CTR)

Telecommunications company, LG U+, has been improving the lives of South Koreans since 1996. The company offers telecommunications services, hi-speed internet, VoIP and IPTV services, as well as other data services. It was the first in the world to establish a nationwide LTE network and continues to deliver high standards in today’s era of 5G and IoT.

Always focused on keeping customers at the heart of its business, LG U+ was looking for ways to add value to its Best of Google 5G promotion. In particular, LG U+ wanted to ensure that it reflected the new needs and interests of consumers that emerged as a result of COVID-19. This required a flexible and scalable approach that would allow them to vary their messaging.

Building awareness through an interest-based strategy

LG U+’s primary goals were to increase awareness of their Best of Google 5G promotion, and thereby influence consideration of purchasing a new mobile phone. But they wanted to extend the reach of their digital advertising beyond their video campaign to ensure they reach their entire digital audience.

In order to more effectively speak to that range, LG U+ decided to run an upper funnel display ad campaign focused on bringing in new users who haven’t yet visited its website. Criteo’s DCO+ technology, with its ability to dynamically build ads in real-time for each interest category, was a key factor in their decision to launch the campaign.

In partnership with Criteo and its agency Pentacle, LG U+ identified 13 interest-based categories such as home training, tea breaks, and online classes where they believed that their services could help address new consumer needs. They then created unique ad and landing page copy for each.

Using Criteo’s Commerce Audiences, LG U+ was able to target users by these interest categories at scale. DCO+ technology ensured that each ad was personalized for each customer in real-time, to maximize engagement.

“This campaign was the second campaign following another held earlier this year. As a result of the first campaign, we found that the awareness of the Best of Google 5G promotion provided only by U+ was low, and we thought about how to lift it up effectively,” explains Youngsoo Oh, Team Leader of Digital and Brand Marketing at LG U+. “In addition, we recently discovered that our service can be a solution to the changed daily lives of consumers due to COVID-19 and we planned a campaign so that our service could be surfaced at various pain points for customers. We actively used Criteo’s advertising products that can dynamically provide creative in the context of various customers, and increased awareness of the service and efficiently elicited customer response.”

Completing the funnel: from consideration through conversion

LG U+ capitalized on the new traffic being driven by the upper funnel campaign by also running a retargeting campaign. Again, using DCO+, the company delivered personalized ads based on real-time behavioral data of their site visitors. This campaign helped turn awareness of the Best of Google 5G promotion into active interest in purchasing the Galaxy Note 20 phone.

With this approach, LG U+ successfully guided customers through the complete customer journey, from awareness through to conversion.

This campaign was the first of its kind for the company (a consideration campaign focused on driving traffic). As it was executed for the purpose of raising awareness, the campaign was run without a specific KPI. That said, the company was pleased with its impact on awareness of the promotion, as well as the strong number of clicks and high click through rate that the campaign won.