Taking a Step 4-WARD with the LG PuriCare™ Tankless Water Purifier
Just a year after LG Electronics debuted its first-ever water purifier in 2020 with much success, Lumos H+K Malaysia – via our counterparts LG-One Malaysia – worked with the global brand to introduce and launch the LG PuriCare™ 4-WARD Tankless Water Purifier.
In light of COVID-19, the launch was conducted via a livestream on LG Electronics Malaysia’s Facebook page and featured radio announcer and emcee Maggy Wang and medical practitioner and fitness enthusiast, Dr. Shazril Shaharuddin. The 30-minute livestream debunked taboos surrounding water consumption and highlighted how the product’s ‘tankless’ and ‘4-WARD’ features are beneficial to consumers’ daily lives.
A total of 10 local personalities took part in the campaign. Using a range of personalities from parental influencers to fitness enthusiasts and beauty gurus, the variety of influencers enabled LG Electronics to tap into a wider range of market.
The campaign generated 116,095,796 worth of estimated impressions and PRV worth USD16.8 million, going above and beyond with 245% and 188% above the target KPI.