Categories Name : South Awards For Stage of Brand Building
Sub-Category : Customer Relationship Marketing - Customer Experience - Consumer Durables/ Automotive/ Manufacturing
Entry Name (Campaign) : Flipkart Ads X LG: Revolutionising the Washing Machine Segment
In the early 2000s, LG Electronics entered the Indian washing machine market, rapidly becoming a household name by transforming basic appliances into cutting-edge, eco-friendly marvels. By 2023, LG washing machines secured a top 3 position in the market, driven by advanced marketing strategies and a dedicated brand store on Flipkart Ads. Challenges and Objectives LG faced difficulties in upgrading customers to premium washing machines due to lower recall, consideration, and online market share. The goal was to enhance brand penetration and increase share of voice for their premium range, driving success in this category. Strategy LG adopted a three-level customer funnel approach, guiding potential customers from awareness to consideration and purchase. Awareness Stage To boost brand visibility, LG dominated Flipkart’s most-searched and display slots, ensuring a strong presence on the Category and Home Pages. This approach maintained an 18% share of voice despite shifting focus to premium models. Consideration Stage LG employed a strategic mix of Display and Search Ads. Display ads targeted in-market audiences refined by geography, price affinity, features, and brand positioning. Monthly events like Pay Day were leveraged to build awareness. Search ads utilized PCA and PLA strategies, with aggressive bidding on competitors’ keywords and maintaining top search visibility. This resulted in a 40% increase in Brand Consideration Index, a 227% boost in PPVs, and a 54% YoY increase in SOV for PCA. Conversion Stage LG retargeted users who had shown interest in the last 30 days, emphasizing new features, a 10-year warranty.