CASE STUDY

The Ask

Inspire homeowners to incorporate LG Matte Black Appliances into their kitchens.

the challenge

Differentiate LG’s product from other matte black kitchen appliance lines being heavily marketed by several large competitor brands.

The approach

Other brands offer matte black, but position it as just another finish. That left an opportunity to market LG’s line with emotion and attitude, targeting those looking to try something new, different and edgy.

The results

  • • Sales up over 25%

  • • Weighted engagement rate of 3.84% — 49% above benchmark

  • • 100M impressions

THE IDEA

We gave the campaign an attitude and voice that would reflect the authentic mindset of our target. The solution was a bold statement, a designer-authentic photo shoot and a web layout that conveyed a modern chic feeling with a small twist of attitude, just like the new finish itself.

EXECUTION

EXECUTION

SITE DESIGN

A digital discovery site brought bold imagery and attitude to LG.com, showcasing the unique, chic features of LG Matte Black appliances.

SITE DESIGN

A digital discovery site brought bold imagery and attitude to LG.com, showcasing the unique, chic features of LG Matte Black appliances.

PRE-ROLL

Fun and engaging pre-roll helped us reach our bold audience through targeting.

SOCIAL

Paid social posts on Facebook, Instagram, Twitter and Pinterest helped spread the word about the matte black attitude.

SOCIAL

Paid social posts on Facebook, Instagram, Twitter and Pinterest helped spread the word about the matte black attitude.

DIGITAL DISPLAY

Digital display hammered home our new message, putting out a call to those who were “Made to Stand Out.”


CRM

We utilized our CRM capabilities to send an email about the new finish to LG customers.

OUT OF HOME

The campaign was even able to stand out on one of the biggest out-of-home stages in the world—bringing it’s bold attitude to the hustle and bustle of Times Square.



EXPERIENTIAL

The campaign inspired a private press event at Brooklyn’s all-black, Michelin-starred restaurant Aska.


EXPERIENTIAL

The campaign inspired a private press event at Brooklyn’s all-black, Michelin-starred restaurant Aska.


THE RESULTS