Case Study: LG achieves global engagement for cooking appliance launch with TikTok for Business

Boosting brand awareness and improving brand presence across North America with a Branded Effect and Hashtag Challenge to celebrate the launch of LG’s Life’s Good Music Project

LG Electronics partnered with TikTok for Business to reach Millennial and Gen Z audiences for its cooking appliances, including LG NeoChef and LG Oven. In a difficult 2023 economic climate marked by inflation and rising stress, LG needed a campaign that could introduce its appliances in a joyful, empathetic way while driving strong engagement across key global markets.

TikTok for Business delivered an AR filter game centered on “Comfort Food,” launched through Branded Stickers, Branded Mission, TopView, and feed ads, then expanded from Indonesia and Saudi Arabia into Latin America. The campaign generated 469.4 million video views, 13.6K creations, and 3.4 million engagements across five countries, with creation rates exceeding benchmarks by 208% overall. TikTok for Business also helped build brand interest audiences that later improved product campaign performance, including a +4.7% ad recall lift in the brand-retargeting group.

LG

Jeeyeon Park

Brand Manager