LG partners popular FB group created by HK husbands upset with wives' MIRROR obsession

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Electronics company LG is running a social activation with the very popular Facebook group “My wife married Mirror and left my marriage in ruins”. LG also partnered with Hong Kong actor Joey Leung to save the “ruined marriage” caused by wives who loved boyband MIRROR.

The execution is one of the first advertising campaigns with the Facebook group which has gone viral in just a month’s time. LG has invited Joey Leung as a marriage counsellor to help “former” wives and husbands rekindle the “broken relationship”.

The campaign asks “exes” to share their most “unacceptable” incident caused by the other half’s obsession towards MIRROR that has now left the marriage in a difficult position. The recruitment of “ruined marriage” couples have already started and will be ended on 29 August 2021. LG will then select two pairs of the “poorest” couples and help them recover their happiness by presenting them products they feel men would love from the brand, rather than the products they are “being told” to buy from brands and of course their wives, due to the sheer love for MIRROR.

Actor Leung will then present the gifts including LG OLED TV and UltraGear Monitor at the doors of these couples, and then of course share some tips on how to “start over” with their “ex-wives” and “ex-husbands” and truly be a better half.

https://www.facebook.com/lghklifesgood/posts/4371881606183388

According to Hong Kong based digital agency, The ROOF which helped conceptualise and execute the campaign, the two main products that are to be promoted through the campaign are the OLED TV and UltraGear Gaming Monitor. While the agency did not share the specifics of the ROI set, it said that social engagement likes, comments, reactions and video views are some key metrics the team will be looking out for.

The campaign will run on Facebook for approximately four weeks.

Founded on 3 July, members of the Facebook group claimed that the 12-member boyband has stolen the hearts of their wives and at times their sisters and mothers. One of the members even pleaded with companies not to use MIRROR as well as another Cantopop boyband ERROR in their marketing for mooncakes in the lead up to the Mid-Autumn Festival in September. This is because the husbands will not be able to finish all of them. As a figure of speech, the comment said: "All husbands will eat to their deaths."

Influencer marketing has become increasingly popular in Hong Kong nowadays, with brands turning to micro-influencers and nano-influencers, in particular. According to Vin Ng, business development director for Spread-it, Hong Kong’s largest micro-influencer platform, "all boats rise" whether a brand is working with a micro- or nano-level influencer. "Going micro does not mean having to ditch the big names; if you have the budget, it is always better to work with both," Ng told MARKETING-INTERACTIVE.