Ronnie Brown, Outside Line: LG Case Study

LG's market position in the mobile manufacturer market is as a fast-rising challenger to dominant players.
Without the same resources and mainstream media clout, they decided to do things differently, turning to digital, engaging conversation and contacting key influencers.
Outside Line proposed creating a blog as the brand's presence in social media. However, with phones only released periodically, we were also faced with the problem of "What do we talk about online?"  The answer was simple in theory - "Talk about what they're talking about" - but revolutionary in practice for such a large brand.
So as well as managing LG's own blogs (for the UK, France and Germany), Outside Line took a proactive line in engaging with the audience; by discussing general themes such as technology, design, innovation and style as well as the brand itself, the LG Blog broke out of the navel-gazing of many company blogs. The result has been an upswing in positive sentiment amongst influentials in the blogosphere towards LG mobile phones, with a secondary effect reflecting on the brand as a whole.

Ronnie's Biography

Ronnie is the Marketing and Account Director at Outside Line.