Selling a feeling, not features
At TRI Digital I was the digital strategist on LG Bangladesh’s Smart Home social campaign. The job was to make a multinational technology product feel relevant to local family life, and to show it did more than collect views.
- Agency
- TRI Digital, Dhaka
- Client
- LG Bangladesh
- My role
- Digital Marketing Strategist (part-time)
- When
- Jul – Dec 2019
Context & challenge
Smart home technology is easy to describe and hard to make people want. Feature lists don’t move many people, and a global brand’s messaging doesn’t automatically land in a local market. LG Bangladesh needed a social campaign that felt local and personal, and that could be tied to new customers rather than reach alone.
My role
Who did what
- I was
- Digital strategist: planning and executing the social campaign, and developing content strategy, messaging and creative approaches for a local audience within LG’s brand objectives.
- Story by
- Syed Tahmid Zaman
- Client service
- Abrar Aqib
- General Manager
- Moinul Islam Khan
Credits as published with the campaign.
The idea
The film was inspired by an article written by a newly married woman about everything a bride leaves behind when she marries: her family, her belongings, her old routines and her comfort zone. The campaign positioned the smart home as a way to make a new house feel like home.
Don’t sell the technology. Sell what it makes possible.
Alongside: the agency’s own growth
I also managed TRI Digital’s own online presence (website, Google Business, Instagram and Facebook), growing its social following by 20%.
Results
- +15%New customer acquisitionRecorded through campaign attribution data; a team and client result I contributed to as strategist
- +20%TRI Digital’s own social followingThrough audience development across the agency’s channels
Self-reported. Acquisition figure per the campaign’s attribution data as reported to the agency.
What it shows
Strategy is translation: taking a global brand’s objective and finding the local, human truth that makes it land. It also shows a habit I’ve kept: judging a campaign by customers acquired, not by how much people enjoyed watching it.
At a glance
At a glance
Sector: Consumer electronics
Gap closed: product awareness → new customer
Recommended by
A B M Badiuzzaman Apu, client side: “professional, reliable and easy to coordinate with… works in a structured, results-focused way.”