Most washing machines look the same, and have similar features—making it difficult for consumers to decide which washer to buy. So in order to stand out from the crowded market, LG needed to do something a little bit different.
That’s where the LG Advantage video series came in. It uses humor and straightforward product demos to showcase the features that make LG home appliances stand out from the rest.
The goal of the campaign was to drive awareness and consideration for people in the market for a new washer, and conquest people shopping for Samsung washers.
But in January 2023, something unexpected happened while we were on set filming the LG Advantage series. As we created videos showcasing the features that make LG top load washers a better choice than Samsung washers, a news story broke—Samsung had recalled 70% of its top load lineup due to control panels heating up, short circuiting, melting, and catching fire.
We reacted quickly, creating a new script that hinted at the recall, and touted our washers as the more reliable option.
Being on set when the recall hit newsstands gave us the chance to respond quickly to the moment, and turn the story into a win for LG.
Our media approach leveraged digital video buys on CTV, YouTube and Online Video to drive awarness and heavily conquested against Samsung through contextual and keyword targeting.
The results were impressive. The campaign helped boost LG washers at a time when Samsung users were facing unexpected recalls, resulting in the acceleration of LG Top Load market share growth from the #5 position in 2023.
The videos received 21M total impressions to our audience of in-market washer shoppers, with 17.2M completed views (114% to our goal) and a cost per completed view of $0.03.
