Laundry Museum
 
 
 
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The Challenge

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.

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The Idea

Create a Laundry Museum curating failed laundry stories collected by Messenger 

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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.

 

1

STARTㅣSHORT FORM VIDEOS

WELCOME TO THE
LAUNDRY MUSEUM

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We started capturing the attention of consumers with short videos expressing moments of ruined laundry.


2

RETARGETEDㅣLONG FORM VIDEOS

MUSEUM
STORY

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Consumers understand the full story of  ruined clothes experience.


3

EXPERIENCEㅣFACEBOOK MESSENGER

TELL
YOUR STORY

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Consumers submit their stories about ruined laundry through LG TWINWash Messenger Bot and get a chance to win LG TWINWash.


4

CONSIDERㅣAR CAMERA EFFECT

MEET
LG TWINWash™

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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.

 
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The Results

Laundry Museum campaign became a global laundry community with...

 

656M

Impressions

124M

Video viewed

457K

Social Engagements

60K

MESSENGER ENGAGEMENTS

7,771

Submitted the real stories

330%

Action intent for purchase


Consumers who participated the campaign not only shared their experiences and know-how of laundry, but also voluntarily began a heated debate about the need for separate washing.

OVERALL RESULTS IN 6 MARKETS(MEXICO, COLOMBIA, TAIWAN, CHILE, VIETNAM AND EGYPT)

② COMPARED WITH VERTICAL NORM IN VIETNAM

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