When people shop for home appliances, it’s a “sea of sameness,” with endless parity products. LG wanted to stand out and capitalize on third party ratings by messaging a position of reliability versus competitors.
The goal was to increase awareness that LG is the most reliable line of appliances, and prioritize reliability in consumers’ decision-making process.
To spread the message, HS Ad positioned LG as “America’s Most Reliable Line of Appliances”
Strategically, we leaned into the idea that people don’t really think about the reliability of their home appliances until the appliances stop working. Instead of focusing on feature benefits, we leaned into emotion—specifically, the feeling people get during the "oh shit" moment when an appliance breaks.
We created a short video that uses humor and unexpected language to highlight the frustration of people who have a competitor appliances that break, then provide a more reliable solution: LG.
The campaign was a success, with 62.4M total video views and 50.8M completed views.
Paid social activity generated over 11 million video views over a one-month period. The resulting $0.01 CPV exceeded benchmark by 75%.
The campaign drove positive lift in preliminary brand lift study results, including a +2.5% lift in Brand Awareness, +.4% lift in Brand Consideration, and +1.3% lift in Message Awareness.
