The task: create a Social Media campaign that amplifies LG’s role as Official Garment Care Provider for London Fashion Week.
The challenge: Cut through the clutter, make 'white goods' resonate with our target fashionistas and relevant to the event, and surprise the audience.
The solution: Meet Elle Gee – fashion's biggest diva since Miranda Priestly. By Giving the LG 6-Motion washing machine a persona - and her own Twitter feed - we could drive light-hearted interaction with people and influencers in the fashion space, while subtly pushing product benefits and LG's support of the event.
All KPIs were exceeded, with reach of influencer engagement a whopping 375% above target.
To further reinforce LG's partnership with LFW, we also created 'Couture Catastrophes' – three 30-sec films that highlight the brand's 'Official Garment Care Provider' status.
Agency: SapientNitro // Role: Concept, Copy & Creative Direction
