Since the breakout of COVID-19, LG Electronics has been continuously positioning its Home Appliance brand as ‘Healthy Home Solutions’ and applied in B2C marketing communication. This year marks the third year of the Healthy Home Solutions branding campaign.

Entering the era of pandemic to endemic due to prolonged COVID-19 and vaccine penetration, sensitivity to coronavirus and hygiene worldwide has decreased, and the importance of emotional recovery and quality of life has increased. As a result, consumer needs for health and sustainability have increased.

Reflecting the gradually changing social trends and consumer needs, LG Electronics aims to carry out consumer marketing with the communication message 'Healthy Changes Start at Home' that changes for a healthy life start at home with 'Wellness' as the main concept in 2022.

Under the campaign message of ‘Healthy Changes Start at Home’, the brand film depicts a story about a character living a dull, unhealthy daily life that gradually becomes healthy with a little help from LG home appliances. We expected to bring empathy from consumers living in the era of COVID-19.

Wellness Crews were carefully selected to convey the campaign concept to consumers in a familiar manner while #WellnessLiving social challenge was held on Instagram. Experts in Eating, Wearing, Breathing areas were selected, including Green&Sustainable chefs, Eco-fashion models, and Mindful athletic coaches introducing go-to tips on sustainable lifestyles.

Microsites were launched in 18 target countries globally. Similarly, it is divided into three sections to incorporate the wellness concept and induce product experience for consumers. To provide a richer site experience, eye-catching short form videos were inserted. In this way, consumers were able to naturally experience LG products.

Marking its third year, LG Electronics’ Healthy Home Solutions branding campaign expanded the concept of “Health” used in the previous years to “Sustainability”. (2021: Health meaning Being healthy or Safety, 2022: the concept of Wellness)

In order to efficiently recognize ‘Healthy Home Appliances’ as one integrated brand that encompasses all of LG Electronics' kitchen appliances, clothing care solutions, and air solution appliances, we have segmented products into three different categories: EAT, WEAR, and BREATHE. This was a pivotal strategy to create a connection between LG Home Appliances and the campaign concept of ‘Wellness’.

In order to reflect the customers’ intents in digital creatives, campaign-related keywords were analyzed in advance then qualitatively and quantitatively examined in each global country before the campaign was launched. Validated keywords were used for creating content such as microsites and copies. We aimed to communicate in the customer's language and not from a brand perspective.

With the main goal of increasing awareness of LG Home Appliances as a sustainable brand globally, the annual campaign was prepared and launched in the global target countries. The digital campaign was launched in 18 countries globally, including Europe, India, Asia, LATAM and MEA, with advert executed on social platforms such as YouTube, Facebook, Instagram as well as TikTok.

In order to efficiently advertise LG Healthy Home Solutions as one integrated brand to the customers, apprehending each countries’ needs on products and framing with our campaign concept of ‘wellness’ was a complicated process.

After months of carefully reviewing and coordinating with global subsidiaries of LG Electronics, we were able to carry out a consistent message in all countries, in the form of brand film (video), microsite, Wellness Crew (social influencers), as well as CSR activities in three countries in association with Habitat Korea (Vietnam, India, Kenya).

The campaign was launched in mid-July in 18 global target countries, resulting in 360 million brand film views and 9 million microsite visits. During the campaign period, #WellnessLiving Challenge led by Wellness Crews recorded 570K social actions and 2.7 million challenge video views. According to VOC analysis, 97% of customers reacted positive sentiments towards our campaign.

According to the BLS survey, our brand film recorded the highest score ‘Best in Class’ in multiple countries. (YouTube, Facebook)

Since the campaign, LG’s campaign-related keyword mentions accounted for 42.8% (maximum SOV among competitors). Analysis shows that in pre-campaign most campaign-related keywords were ‘Sanitation’, however, in post-campaign, wellness-related keyword buzz was highly increased. (Source: Sprinklr Social Listening)

Since the first start of Healthy Home Solutions campaign in 2020, LG has been firmly positioning itself in the market as a sustainable brand that cares about customers’ wellness and preoccupied sustainable brand image through our campaign.