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The Challenge

Test the use of TikTok influencers to drive purchases of LG FP9 & T90 on Amazon.

 

Despite being a leader in household appliances and technologies, LG’s wireless earbuds lagged behind it’s two main competitors - Apple and Sony - in terms of awareness and consideration. With a revamped product, including hardware and fit, LG was looking to gain a larger slice of the wireless earbud market.

 

The Insight

Sound quality is one of the main deciding factors when purchasing earbuds. And how the earbud fits in the ear can significantly deliver optimal sound. By focusing on fit, while competitors focused on tech, LG distinguished itself with consumers who were wearing earbuds for extended periods and purposes in a post-covid world. But we had to show this in the real world, not just in an ad.

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The Solution

So, TikTok was the perfect place to let influencers authentically demonstrate LG’s superior offering to their fans. We specifically targeted creators whose lifestyles include wearing earbuds for an extended period of time to show the importance of the fit and comfort of LG’s FP9 & T90 earbuds.

 

The Results

Successful execution of LG’s first ever TikTok play, driving broad awareness and consumer engagement.​

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• 5 TikTok Videos

• 15.5M Views

• 444K Engagements