How do you help a low-awareness challenger brand break into the crowded U.S. household appliance marketplace dominated by legacy brands?


The target had grown up with these legacy brands, which had their mothers’ – and their mothers’ – implicit endorsement of them. LG had only been in the U.S. for 10 years when they had the audacious goal of becoming a household name in home appliances.

LG Work

  • 31% rise in purchase consideration
  • 150% increase in engagement