BACKGROUND:

Have you ever ruined your laundry? Yes. It happens to everyone.

We’ve all made the mistake of washing clothes that shouldn’t have been mixed together.

To resolve this common slip-ups LG Electronics(LGE) designed the innovative TWINWash which comes with a dual washer in a single washing machine.

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.

CHALLENGE:

How do we show the benefits of this ingenious washing machine, while encouraging people to purchase the product?

IDEA:

Creating a "Laundry Museum" curating failed laundry stories collected by Messenger.

We encouraged the consumers to discover the need for a separate, simultaneous washing machine by sharing their failed laundry stories.

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.

STRATEGY:

Target Audience : Home Appliance's initial target (25-55 / All gender)

Our main target is working mom and dad between the ages of 25 and 55. They value their precious clothes, but they are too busy to separate washing each time.

Despite to know that they shouldn’t have been mixed together, people are too busy or don't know it, so they often forget to wash separate. Most of them are experienced people who have messed up their laundry. Among the clothes that are ruined, the precious clothes have their own stories.

On Facebook, Instagram and Messenger platform, we wanted to let customers talk about the need for separate washes through the stories of mixed washes and ruined laundry.

EXECUTION:

Implementation: The stories were collected through a custom-built Messenger Chatbot, with selected stories being featured on social media to be voted by the public. The Laundry Museum showcased the-most-liked epic-failures submitted by people all around the world. Laundry fail stories gained global traction, even leading to passionate debates on laundry-fail prevention. These shared sentiments toward failed laundry brought attention to the need of a separate and simultaneous washing machine.

The Chatbot also acted as a Laundry consultant, offering advice for the perfect load. And offered a true-to-scale AR experience for people to try TWINWash’s scale in their very own home.

Timeline and Scale: Mexico (Oct.2018) > Colombia and Taiwan (Nov.2018) > Chile and Vietnam (Dec.2018) > Egypt (Jun~July.2019)

Placement (Media): Facebook, Instagram and Messenger

RESULTS:

LGE earned 656M impressions, 124M video views, 457K social engagements, 60K clicks to Messenger Bot in Mexico, Colombia, Taiwan, Chile, Vietnam and Egypt.

7,771 real-life laundry fail stories were submitted through the Laundry Museum campaign with an increase 623% in search(Compared with Google’s search index in Egypt in 2018) and a 330% lift in consumer purchase intent(Compared with Facebook’s vertical norm in Vietnam).

The exhibit toured the world, building passionate communities on one of the most mundane chores: Laundry.