These days, Gen-Z tends to avoid overly polished videos, and social trends are shifting towards shorter and more concise short-form content. Furthermore, with the increasing importance of influencer marketing, various brands are making efforts to devise more effective strategies. Embracing the daring spirit of "WHY NOT," Uplus has consistently taken bold initiatives, even experimenting with bold changes in influencer marketing.

Influencer marketing has often resulted in the transient presence of brand content, sometimes leading to immediate deletion. Additionally, there has been criticism regarding the lack of authenticity in such content. Therefore, Uplus has been committed to building sustained and intimate relationships with influencers, contemplating ideas to transform them into genuine fans of the brand. The Idea was to create a community tailored for influencers, allowing them to approach the brand first.

To gather influencers in the community, it was necessary to handle their pain points. Approximately 20% of South Korea's Generation Z aspires to become influencers. However, building a career as an influencer comes with accompanying stresses such as the challenges of content creation, maintaining a consistent theme, addressing a lack of topics, and the loneliness of working alone. In order to support these creators, LG Uplus initiated the 'WHY NOT BOOST-US' campaign, creating a community where their pain points are alleviated, skills are enhanced, and enjoyable experiences with the brand are provided.

To engage those gathered in the community, three key activities have been provided. Firstly, it offers an opportunity for everyone to experience the service and access content sources, creating attractive content. Secondly, through collaboration with Meta Korea, it provides consulting services aimed at enhancing production capabilities by mobilizing influential figures. Lastly, it supports meetings and networking events to facilitate the exchange of ideas among influencers.

A community has gathered with over 1,000 influencers joining and participating. During the campaign period, influencers voluntarily published over 1,700 pieces of short-form content after having personally experienced over 30services. Our previous issue of content deletion rate has decreased significantly, now standing at just 3%. The influencers who participated in the campign have now become fans of the brand and are actively engaged in the influencer community.

Number of created short-form contents : + 1,700

Accumulated views of mission contents : + 33 Million

Average growth in followers : + 129%

The most follower growth rate : + 423%

Increased AD CPV(Cost Per View) : about + 900%

Increased AD CPE(Cost Per Engagement) : about + 350%