LG Uplus Sub-Character 'Peul' Debuts... Communicating with Generation Z
Communication with Generation Z based on Interests on Instagram and TikTok
Infographics Created on Generation Z's Thoughts on Tuition and Employment
[Asia Economy Reporter Han Jinju] LG Uplus has unveiled 'Peul,' a dedicated SNS channel where Generation Z communicates based on their interests. Instead of Yoo Jae-suk, they are using a sub-character named 'Peul,' similar to 'Yoo San-seul,' to create touchpoints for communication with Gen Z on topics like employment, tuition fees, and YouTube.
On the 19th, LG Uplus announced that it will operate the official SNS channel 'Peul' targeting Generation Z and launch the 'Peul Tteudeomeokneun Sori' campaign to freely communicate with Gen Z.
Without revealing its identity, LG Uplus first released five 'Peul' YouTube teaser ads and an Instagram channel on the 24th of last month. On 'Peul' Instagram, over 4,000 comments and direct messages (DMs) were generated, and search volume on portal sites increased by 3,600%. The TikTok live broadcasts of Peul also surpassed 24,000 views.
The 'Peul Tteudeomeokneun Sori' campaign also engages in communication on major Gen Z interests such as employment, tuition fees, and YouTube. When users leave opinions on these topics on Instagram, the data is collected and made into infographics. The results showcasing Gen Z's opinions are updated in real-time on the 'Peul Daenamu Sup' website. Prizes are also awarded through a lottery. LG Uplus plans to share empathy and opinions on various trends and issues with Gen Z, who enjoy interacting through comments and other means.
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Kim Hee-jin, head of LG Uplus Brand Communication Team, said, “We introduced a new communication channel ‘Peul’ targeting Generation Z, who are digital natives characterized by unpredictability, constant skepticism, and curiosity, which makes them uniquely charming. We will listen carefully to concerns and negative reactions to new attempts and improve from the customer’s perspective to create a sincere communication touchpoint.”
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