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 asked the public to help us show that the value of quality still exists. Through our incredibly broad influencer campaign, we were able to promote our product without actually showing it. Our influencer partners broke the stereotypical “product unboxing/cameo” style by giving their audiences a genuine story about their own treasured item that has been passed down to them, and what memories that item holds. The public was then asked to share their stories for a chance to win their own machine.

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 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.