The LG V10 was wildly ahead of its time, designed to provide social-network-savvy consumers a rich multimedia experience – both for video consumption and creation. After a few conversations with the team at LG, it was clear that the V10 was designed from the ground up, as a multimedia smartphone for the sharing ecosystem. There was a definite consumer in mind, and they had a social media-first mindset.

To capture this audience, in New York’s inimitable voice and tone – we created a new, limited-run site about internet culture, social media, and the many weird and fascinating things people do online. We called it Following – which explored the connections and communities created on the internet, as well as the glitches and confusions that keep it interesting. We’ll write about social-media celebrities and hashtag subcultures, Twitter flame wars and Facebook campaigns, artifacts of the old web and curiosities of the new one.

The site drew considerable awareness for LG. The ads received high conversion rates and we saw dozens of consumers click-to-purchase (and this was in 2015!). It proved that the content matched the consumer interest and that niche marketing was an area to continue to explore.