2020/2021 Winners & Shortlists

Background

LG appliances have always been synonymous with quality that lasts through generations. This incredible machine is now able to use machine learning to wash clothes with 18% more fabric care than the previous model. In this campaign, we wanted to highlight its unique selling point along with allowing consumers to take part in the campaign through digital channels. We were inspired by the sustainable fashion industry. With new trends being created on the daily, fast fashion has taken over the world. Quality has become a thing of the past and moving on to newer things is what people have become accustomed to. But, that wasn’t always the case. We wanted to bring our customers back to a time where a sweater lasted generations, just like your LG appliances. Our goal was to make people feel a connection to their clothes through the memories they hold.

Describe the strategy

We know that nostalgia and quality have always been the crux of LG appliances. It’s the reason your mom bought that LG fridge when you were six, and the reason she’s still using it today. Our brand has always been a part of your life and your family, and that is why you already understand our brand. By inviting people to become part of our campaign, we were allowing them to showcase the quality they’ve received from LG, as well as be a direct part of the brand. We’ve launched a microsite on LG.COM make people to come and write their own story. We’ve selected the most touching stories to make a vote for selecting grand winners for a washing machine as a gift

Describe the execution

To execute our idea, we launched a series of digital advertisements and videos that illustrated the stories of those who chose to “Wear Love More” by showcasing their much-loved hand-me-down item and what it represents. Customers were then able to create their own version of the ad on our microsite by telling us their own “Wear Love More” story with an image. Customers were also made aware of our idea through our influencer campaign and reshare on social networks.

List the results

The campaign recorded a high View through Visits of 7.8% with videos that induce sympathy and interest which is 446% higher than forecasted. 1,974,846 video views generated 60,927 bonus clicks to the landing page than forecasted. and it drives a 186% increased sales conversion. The authentic content resonated extremely well with the target audience overall, resulting in an engagement rate over 146% higher than the industry average of Home. (1.92% vs. 077%) and the influencer activities also reached 245,766 by hiring a diverse range of fashion and lifestyle influencers across Instagram who enjoys a loyal network of followers. 1,445 followers saved the post as their bookmarked content.