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LG Electronics America launched the "LG Laundry Love Lab, sponsored by OKCupid", which contains interactive quizzes to match users with washing machines and dryers based on their personal habits, style and laundry preferences.
"LG is known for making excellent home appliances, but we are not necessarily experts in matchmaking," Josie Salazar, head of marketing for LG laundry brand, explained to Marketing Daily. "We contacted OkCupid, an expert in dating and relationships, to help us create interesting, engaging and useful experiences for consumers."
It turns out that OkCupid has many years of matchmaking data linking laundry and interpersonal relationships.
For example, according to data from a dating app, singles who do their own laundry participate in 70% more conversations than singles who let others do laundry. In addition, 50% of OKCupid daters believe that it is “most attractive” when a partner washes a large amount of clothes without their request-41% of those who folded all the clothes opened it.
"Using OkCupid's method and consumer insights gathered from its matching questionnaire, LG developed the quiz to reflect OkCupid's dating platform," Salazar noted.
The target audience of Laundry Love Lab is "young homeowners and consumers who are dissatisfied with the service methods and needs of existing equipment, and/or do not know where to start a new one when looking for something."
In addition to the quiz, Salazar stated that it will run the quiz indefinitely on LGLaundryLoveLab.com. LG has also recruited comedian/writer Phoebe Robinson (Phoebe Robinson) in four videos posted on YouTube and Robinson’s social media pages. As its "love master". In the shorts, Robinson shared the secret of a successful laundry day.
Other elements of the LG campaign include the brand’s own survey of consumer laundry habits and “laundry love words”, as well as the just-concluded sweepstakes, based on the results of the quiz, to award LG washing machines to the winners who share these results on Twitter or Instagram. machine.
Salazar said that the LG Laundry Love Lab is promoting on LG-owned channels and "paying strategies...to expand and promote participation."
Mike Lawson-Beardbrand, copywriter
Udeme Ukutt-LinkedIn, postmaster and senior system software engineer