LG Electronics

Campaign Background

LG Electronics consistently orchestrates captivating campaigns on TikTok, with a specific focus on the MZ generation in the primary countries for cooking appliances. In 2023, amidst a global economic downturn and heightened stress attributed to factors like inflation, LG Electronics introduced an AR filter game with the delightful theme of 'Comfort Food,' meticulously designed to bring joy during challenging times. The core message encourages individuals to cook joyfully at home with LG cooking appliances (LG NeoChef, LG Oven), fostering a profound sense of empathy.

Solution

Initiating targeted efforts in Indonesia and Saudi Arabia, LG Electronics introduced the brand and products through game-themed branded stickers on TikTok, seamlessly integrating the brand essence in true TikTok style. Building on the success achieved in these two countries, the campaign expanded its reach to the Latin American region through a harmonious blend of Branded Stickers and Branded Mission campaigns.

In the initial stages, the Branded Mission campaign facilitated organic reach through Nano-influencers. Subsequently, the campaign gained momentum through the collaboration of creator videos with Mega-influencers and Branded videos. The TopView ads, appearing instantly upon opening TikTok, captured customers' initial attention and through a strategic combination of Top Feed/Standard Feed (R&F), the campaign effectively engaged customers at every touchpoint.

Moreover, by curating the Life’s Good Kitchen Channel (@lifesgood_kitchen), an extraordinary platform for global food enthusiasts, LG Electronics aimed to evolve into a playful brand offering continuous opportunities to connect campaign participants and food enthusiasts.

Results

LG Comfort Food Challenge achieved a remarkable 469.4M video views, 13.6K creations, and 3.4M engagements across five countries – Indonesia, Saudi Arabia, Peru, Mexico, and Colombia. Particularly in creations (campaign participation), all five countries recorded outstanding participation video numbers exceeding the benchmarks, with over 208% more participation videos compared to the overall benchmark (Exceeding benchmarks for creations: Indonesia 127%, Saudi Arabia 288%, Peru 340%, Mexico 241%, Colombia 428%).

The brand interest targets secured through this campaign were subsequently utilized in 'Peak Season Product Promotion Campaigns' in three South American countries. Results of Ad Recall from Multi-Cell BLS show a +4.7% win in the brand campaign retargeting group and a +1.4% lift in the interest-targeting group, confirming the excellent advertising efficiency of users contributing to the brand campaign compared to general interest users.

This suggests that conducting a natural brand campaign before executing a product advertisement can significantly contribute to positive, long-lasting product recall.

Videos