LG Uplus Sweeps Grand Prize at This Year's Most Prestigious SNS Awards Ceremony

Kim Hee-jin, Head of Brand Strategy Team at LG Uplus (center), is taking a commemorative photo after receiving the Grand Prize at the 14th Korea Communication Awards.

[Asia Economy Reporter Seulgina Cho] LG Uplus announced on the 19th that it has achieved the remarkable feat of winning grand prizes in all categories at the most prestigious award ceremonies related to social network services (SNS) this year.

LG Uplus won the Grand Prize in the Comprehensive Category (Minister of Science and ICT Award) and the Grand Prize in the Brand Content Category at the 14th Korea Communication Awards, as well as the Grand Prizes in the Blog, Facebook, and Instagram categories and the Excellence Award in the YouTube category at the 2021 SNS Awards.

Additionally, last month, LG Uplus won the highest corporate award, the Comprehensive Grand Prize (Minister of Science and ICT Award), at the 11th Korea SNS Awards 2021 for the third consecutive year. Notably, LG Uplus is the first company to receive the Comprehensive Grand Prize two years in a row at the Korea Communication Awards and three years in a row at the Korea SNS Awards.

LG Uplus explained that it regards SNS as a core channel to communicate with MZ generation customers and received excellent scores through active digital communication activities with customized content reflecting the characteristics of each channel.

In particular, to realize this year’s newly established vision of becoming a “digital innovation company leading joyful changes in customers’ daily lives,” LG Uplus revamped its SNS channels and strengthened digital communication with customers through content reflecting the four core brand values: “Customer First,” “Bold Challenge,” “Dynamic Execution,” and “Authentic Communication.” This approach was evaluated as highly effective.

The most popular content was the customer participation-type YouTube web entertainment series “Catch U.” This series features a roadshow concept where LG Uplus visits customers with unique records, such as being in the top 1% of data usage or long-term customers of 23 years, to hear their stories about LG Uplus. Unlike the previous one-way introduction of U+ services, this content sets actual customers as the main characters, embodying LG Uplus’s core value of “Authentic Communication.”

LG Uplus also conducted SNS activities that recruited customers who boldly challenge societal prejudices in their fields and published brand photo books capturing their challenge stories. This was part of the “Why not?” campaign, which promotes the new core brand value of “Bold Challenge” and aims to continuously discover customers who embody this value.

Reflecting the MZ generation’s high interest in social issues, LG Uplus has consistently carried out SNS campaigns. A representative example is the eco-friendly campaign “OFF Challenge” held in July. This campaign certifies eco-friendly activities where participants stop data usage for one hour a day to reduce carbon emissions caused by data use, with about 500 participants joining over two weeks.

In addition, reflecting the MZ generation’s “meaning out” trend, LG Uplus conducted the historical awareness campaign “#NotAnOrdinaryDay” commemorating Liberation Day for the second consecutive year. This year, the campaign produced SNS content about the Jeju Haenyeo Uprising (1932) and held an event providing packages consisting of fabric posters, badges, grip-toks, and thank-you cards inspired by the uprising. Notably, an Instagram augmented reality (AR) filter recognizing the fabric poster was created to allow users to experience digital transformation.

Kim Heejin, head of LG Uplus’s Brand Strategy Team, said, “We are pleased to be recognized for our digital communication capabilities through content that quickly reflects MZ generation trends and timely topics to build close relationships with customers in the non-face-to-face era. Going forward, we will continue to strengthen relationships with customers not only by aligning with MZ generation trends and needs but also through interactive content that customers directly participate in.”

This content was produced with the assistance of AI translation services.