- Title, titleAccent, and description fields used below. Need to clean this up. Not all fields are needed now.
Driving global innovation into US market relevance
LG is one of the world’s most innovative technology companies, but in the US, much of that innovation sat outside the brand associations people carried with them. The challenge was to translate global product innovation into marketing that made sense locally and drove commercial impact across both professional partners and homeowners.
- Likely need to convert this to use descriptionSegments. We need line breaks.
Industry
Consumer Electronics & HVAC
What We Did
- Brand Activation
- Digital Experience
- Content Localisation
- Marketing Automation
The Ambition
Increase brand relevance for LG’s HVAC and builder appliance businesses in the United States.The challenge was not just to produce marketing, but to help these categories show up clearly and confidently within the broader LG ecosystem, supporting specification, education and lead generation for trade audiences, while building awareness, discovery and confidence among homeowners.The ambition was to create marketing environments that allowed these categories to stand on their own while strengthening the broader LG brand in the US.
The Strategy
The strategy focussed on translating global product mandates into marketing that works in the US market.Global assets and messaging were adapted into campaigns, digital experiences and content systems designed for how professionals and homeowners actually navigate the category, making the product ecosystem easier to understand and easier to buy from.The goal was simple: drive global innovation into marketing that delivers commercially in market.
The Execution
- 01
- The partnership evolved into a retained creative relationship supporting multiple LG divisions.
- 02
- Digital interfaces across LG HVAC and LG Pro Builder were redesigned to simplify navigation and improve how users move through the portfolio.
- 03
- Marketing automation introduced new email journeys, triggers and nurture flows to engage audiences from early exploration through to specification and purchase.
- 04
- Global marketing assets were adapted for the US market, transforming technical materials into campaigns and content that work across local channels.
The Growth
A continuous marketing engine was established to ensure LG shows up clearly and consistently across the US market.
- 0+Brand assets created to activate LG products in the US
- 0+Campaigns and digital experiences across HVAC and Pro Builder
- 0M+Consumers and trade professionals reached through local activation
