Increasing consideration of LG TWINWash, a double loads washing machine for separated laundry
LG Electronics(LGE) tried to drive their sales of innovative washing machine, LG TWINWash. Consumers in the target countries were aware of this washing machine, but the consumers did not include this product in their purchase consideration group. Increasing the consideration of purchasing was the biggest challenge.
Create a Laundry Museum curating failed laundry stories collected by Messenger
We wanted consumers to share their own pain points. So we created consumer interactive campaign under the theme "Laundry Museum" where consumers share their laundry failure experience and exhibit the clothes ruined. By guiding them benefits of doing laundry with LG TWINWash gives consumers aware of the product naturally.
STARTㅣSHORT FORM VIDEOS
WELCOME TO THE
We started capturing the attention of consumers with short videos expressing moments of ruined laundry.
RETARGETEDㅣLONG FORM VIDEOS
Consumers understand the full story of ruined clothes experience.
Consumers submit their stories about ruined laundry through LG TWINWash Messenger Bot and get a chance to win LG TWINWash.
CONSIDERㅣAR CAMERA EFFECT
Consumers get laundry information and install a virtual LG TWINWash in their house through AR Camera Effect for Messenger, addressing the built-in appliances trend.