Context
How can digital initiatives build lasting relationships with consumers?
During his time at Publicis Groupe, Ludovic de La Bédoyère worked on the development of MyLG in France, connecting platforms, campaigns, content and CRM initiatives. The French experience also contributed to a set of international guidelines requested by LG Electronics headquarters in South Korea, to guide relationship programmes across different markets.
CRM strategy and loyalty
MyLG brought together contact acquisition and qualification, communications, engagement and loyalty across different stages of the customer journey. The work combined strategic direction, campaign planning and relationship-building mechanisms to create a more consistent experience between the brand and its audiences. Rather than managing isolated actions, the ambition was an ecosystem in which multiple initiatives contributed to a common relationship strategy.
02An ecosystem of digital experiences
The programme brought together a wide range of formats: websites, microsites, games and competitions, promotional campaigns, dedicated mobile apps, editorial content and digital activations. LG Blog served as the CRM programme’s editorial channel, publishing content and promoting competitions alongside LG Electronics’ official social media accounts. Managing such a variety of projects required integrated strategy, creative work, technology, content production and campaign coordination, while maintaining a consistent approach to consumer relationships.
03From the French programme to international guidelines
The success of MyLG in France led LG Electronics’ global headquarters in South Korea to request guidelines to support the development of CRM programmes across markets. The resulting strategic and operational documents brought together principles, processes, recommendations and tools to help local teams plan, implement and monitor their customer relationship initiatives. The framework covered database development and management, post-purchase experience, digital and social engagement, brand relationships, advocacy and loyalty, and opportunities for cross-selling and repeat purchase. It included detailed guides, action cards, planning matrices, operational templates and performance indicators, informed by lessons from multiple markets, including France. The objective was a common approach to LG’s CRM programmes that would allow each country to adapt the strategy to its local market.
