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SkyHub innovates for LG smartphone

Conceptualises a unique social media campaign by using Vine and Instagram

BestMediaInfo Bureau | Delhi | August 28, 2013

SkyHub, a digital creative and technology firm, has embraced the social medium of Vine and Instagram to conceptualise an engaging online campaign for the launch of LG’s G Pro smartphone. LG is the first Indian marketer to effectively use this innovative medium for consumer engagement.

With a series of Vines made around the G Pro smartphone, incorporating wacky animations, social issues and traditional Indian art forms, the campaign with the hashtag #ImaginationbeGins gained massive traction on Twitter and other social networks when launched.

Jay Chauhan, CEO of SkyHub, said, "Besides the creatives, we also delivered social media analytics and marketing insights to measure the performance of the G Pro campaign. Our metrics showed the Vines were delivering high engagement 'WOW' moments whereas the Instagrams with their longer 16-second limit simulated a more TVC style 'piece to camera' messaging for audiences and worked best for quick bursts of handset specific info.”

Delighted by the response received for the campaign, Amit Gujral, Head - Marketing, LG Mobile, said, “We knew we had to leapfrog the competition to reach our consumers in innovative and enjoyable ways in order to deliver an exciting and talked about campaign that resonated with our consumers. So the messaging around the G Pro was augmented using Vines, a unique medium never used before by marketers in India.”

Gujral further said, “SkyHub was highly innovative, metric driven and clear about the KPIs they were delivering. Most importantly, the SkyHub team's thinking was like that of a creative agency but they delivered swiftly and efficiently like a news organization!”

Vine and Instagram look set to play an important role for Indian marketers. The popularity of both Vine and Instagram is rapidly increasing with a study by showing that branded Vines are four times more likely to be shared than video advertising on other platforms.

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