Going ‘Tankless’ With LG PuriCare™ Tankless Water Purifier
To introduce LG Electronics Malaysia’s newest business offering – water purifier – in a market dominated by brands like Coway, Amway and Cuckoo.
Lumos Hill+Knowlton Strategies Malaysia – via our counterparts LG-One Malaysia – worked with LG Electronics to introduce and launch PuriCare™, the award-winning brand’s new business venture of air and water purifiers.
Highlighting the well-known ‘tankless’ feature as the main Unique Selling Point (USP), LG-One engaged with actress and mother, Scha Alyahya and parental blogger, Shaine Wong to film and produce videos talking about how LG PuriCare™ Tankless Water Purifier has been beneficial to their daily lives.
To further increase share of voice, 18 other social media influencers were given the products to receive first-hand experience of using the product, making them the first group of consumers to receive and test out the products. Ranging 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 launch held at New World Petaling Jaya Hotel brought together a total of 124 influencers and media, generating 348 news clippings across broadcast, print, online and social media platforms – with estimated impression of 73,144,252 and PRV worth USD11.5 million.
LG Electronics also recorded three-digit growth of sales for their water purifier within the first few months of introducing it to the market.