Consumers' interest in the environment was increasing within the European market, and the fashion industries were also cautious about fast fashion as conscious consumer movements were taking place.

Taking such into consideration, LG Electronics needed to communicate about sustainability to target MZ generations on clothing care as LG Clothing Care Solutions branding ccampaign; “Care For What You Wear".

Other competitors in Europe were also communicating similarly, hence a differentiated communication strategy was needed.

In communicating about sustainability in a clearly distinguished way from other competitors, we introduced true clothing management methods beyond using LG Clothing Care Solutions products.

We communicated to appeal that wearing clothes for a long time with proper clothing care, reforming, and handing down clothes is not only a conscious action but also stylish. We defined this as “Mindful Wearing”.

The campaign message was delivered with a campaign film that contrasts the age of the clothes and the age of the owner, and through a consumer engagement event using the TikTok Challenge, allowing people to directly participate in the campaign concept of "Mindful Waring." In addition, through campaign sites and product introduction videos, an all-rounded campaign was carried out through various channels from the stage of awareness to purchasing.

The target of the campaign was the MZ generation in six European countries. We produced campaign videos in a trendy and hip way, and through this, we wanted to convey the message that the habit of consciously managing and wearing clothes can be stylish. And we conducted consumer participation events following campaign video exposure in consideration of the customer experience journey. Then, furthermore, by creating a product USP video to obtain information about the product and executing the advertisement, it went beyond recognition of the brand to connect to the purchase of the product. We tried to maximize the spread of the campaign by communicating with consumers through various forms of content at several consumer contact points and encouraged many people to participate in campaigns with a good purpose for considering the environment.

The campaign lasted from late September to December. Considering the customer experience journey, it was carried out in a total of four stages. In the first Awareness stage, we wanted to share the campaign message "Mindful Waring” by exposing campaign videos on YouTube and social channels, and in the second Explore stage, we developed and conducted social events so that consumers can directly participate in our campaign. The event was held not only on Facebook and Instagram, but also on TikTok, and achieved high participation. And in the third Decide stage, the product USP video was exposed to personalized messages using director mix on YouTube, and information on the product was provided to consumers. And in the last stage, Purchase induced a visit to the site by executing advertisements using banner materials using the characteristics of the product.

Impressions of campaign video : 480,561,768

Views of campaign video : 215,319,237

Clicks of USP banners : 2,394,774

Social Actions of Social Event : 937,278

Participation of Event : 235,477

Visits of Campaign site : 547,010