A fresh take on selling laundry appliances
When LG launched the WashTower, a washer-dryer combination unit, the company was excited about its “game-changing” innovation – but also realistic about how interested consumers would really be in a new gadget for the laundry room.
Knowing that even with a great machine that looked good, washing clothes was still a chore to most people, LG deployed celebrity influencers, online content creators and a song-and-dance routine to try to show millennial householders that laundry could be more satisfying – and even fun.
To support TV advertising, an influencer campaign was launched targeting millennial...