Social Entrepreneurship within a commercial world

certified TheONE expert badge
4 mins read
Ben also wrote about

Social Entrepreneurship | The LG 4G case

The Marketing Director of LG Benelux asked if we wanted to setup a photo competition for the introduction of the new LG G4 Smartphone. In that time it was the Smartphone with the best camera ever, so a photo competition had to emphasize this. It was not that he himself believed that "post a photo and win an LG Smartphone" would really contribute to his sales goals and positioning, but the President came up with it and wanted it to happen.

It is possible to find an advertising agency where you can bring assignments that, even if they do not contribute, are carried out. Fortunately LG knew better and they came to us to hear that, regardless of the budget, we would not develop such a photo contest.

The smallest act can make a positive difference

We like to contribute to society, but we keep the commercial objectives in mind. Our belief is that no matter how commercial an assignment is, you can always come up with something that gives a commercial campaign a social character and actually makes a (small) positive difference. Social Entrepreneurship is in the DNA of our company. We call this Meaningful Profit.

Within two days we came back to them with a proposal that would satisfy the LG President, contribute to the sales target and make a (small) positive difference.

Capture Optimism | Smartphone Photographer of the Year Award

The idea was to collaborate with the largest photographers community in the Benelux called Together we call on photographers to submit a photo reportage proposal on a social or sustainable subject. Of all proposals, 10 photographers are selected on the basis of the content and skills of the photographer and are funded to make their reports. Wherever the photographer wants to go, the expenses are paid. The only condition is that the photos are shot with the new LG G4. Ultimately, the winner will receive the first Smartphone Photographer of the Year Award ever awarded.

Capture optimism

Capture Optimism | The execution

The applications came in with various topics about Trafficking in Israel, AIDS hospitals in Africa, the Homeless in Brussels and Antwerp, the dying orangutans in Indonesia and the Syrian refugee flow in Greece. Based on tens of thousands of consumer votes and the jury's opinion, which consisted of ourselves, LG and, the 10 photographers with the most catchy social or sustainable subjects were chosen and sent on the road.

Capture optimism

Two weeks later, all the people we had previously reached through the Zoom community, Social Media, advertisements and store employees were able to vote for the photographer with the most impactful reportage. Eventually the winner became Maarten Boersema who portrayed a shred of humanity in a wonderful and respectful way within the harrowing Syrian relief camps in Greece. He was entitled to call himself The Smartphone Photographer of the Year.

Capture optimism award

Capture Optimism | The result

  1. Thanks to the subjects, the quality of the photographers and the way in which they have portrayed the optimism within the subjects, we have brought subjects that we would rather look away from to the attention of more than a million people.

  2. LG is a company that usually does not focus on loaded topics. Yet they have dared to commit to topics that you as a tradition Electronics innovator do not want to be associated with and have gained a lot of sympathy within their target group.

  3. The sales objectives were surpassed by 168% and everyone who remembers it in the Benelux knew that the LG G4 was the first Smartphone that is in no way inferior to a traditional digital SLR camera.

  4. The Capture Optimism campaign was rewarded by the LG Headquarters in Seoul with the Award for best CSR (Corporate Social Responsibility) campaign of that year.

Capture optimism stories

We hope that this case about Social Entrepreneurship in a commercial world has inspired you and that with your next project or campaign, in addition to sales and exposure, social impact will become a third objective.

If you ever want to discuss Social Entrepreneurship in a commercial world or about how you start a Meaningful Profit Enterprise, the experts at are always available for you!

Article rating: 4.8 (5 reviews)
Share this article

Related articles

  • Winning with a purpose
    The Indian author and yogi Jaggi Vasudev was asked during a lecture how to become successful.
    Ben Steenstra
    10 mins read
    Winning with a purpose
  • Confrontation matrix
    Confrontation matrix creation - The confrontation matrix is a method that you apply after you have made a SWOT analysis.
    Rick De Vlieger
    5 mins read
    Confrontation matrix
  • Free business plan format | 15 questions to ask yourself
    Fifteen questions to ask yourself before writing a business plan To write a business plan you only need to ask yourself 15 questions.
    Rick De Vlieger
    2 mins read
  • Building Bridges | The Smallest Act in Business
    I hadn't thought about advertising campaigns in the last two years and I was only busy a few times a month with strategic challenges for the few customers
    Ben Steenstra
    6 mins read
    Building Bridges | The Smallest Act in Business
Show more

Instant contact with Social Entrepreneurs

Ben Steenstra
Ben Steenstra
I'm the ONE co-founder of TheONE
show profile
Co-founder of TheONE
Amstelveen ,  Netherlands
Languages: German, English, French, Hungarian, Dutch
'TheONE' badge for Ben Steenstra
entrepreneurship meaningful profit marketing missie visie mission vision strategy strategie leadership new business communication leiderschap team building ondernemerschap
Ben will be available in 1 hour 28 mins
Call anyway
Victor Demmendal
Victor Demmendal
I'm the ONE I'm the ONE who likes to share my knowledge. Let's hook up so I can help you.
show profile
Co-founder of TheONE
Zuidplas ,  Netherlands
Languages: German, English, Dutch
'TheONE' badge for Victor Demmendal
marketing communication project lead client services customer relationship project management communication events branding incentives project management instore marketing branding personal coaching platform technology
Victor will be available in 1 hour 28 mins
Call anyway
Betelhem Desta
Betelhem Desta
$ 0.06 PM
I'm the ONE who loves to see the smile on people
show profile
software enginner
Stockholm Municipality ,  Sweden
Languages: English
marketing be open for suggestions administration very good advice manage developers managing an online business advice academic writings learning organization online advertising health and safety bestkeywords skin care hair care hair growth technics
Betelhem will be available in 28 mins
Call anyway
Amin Eskandari
Amin Eskandari
$ 0.06 PM
I'm the ONE im the one who love adventurers and finding new persons,easy going and sweat heart photographer,turguding, sales engineer too...every one can trust me and im live disciplinary.
show profile
Fatih ,  Turkey
Languages: English, Turkish, Persian
sales istanbul massage photoshop animation
Amin is offline
and will be available in 28 mins
Callback request
Saphia Amamadi
Saphia Amamadi
$ 0.75 PM
show profile
Lviv Oblast ,  Ukraine
Languages: English, Afrikaans, Russian
marketing sales copywriting communication branding emotional intelligence strategicplanning
Saphia will be available in 28 mins
Call anyway