Why is this work relevant for PR?

Aims to inspire empathy by proposing “Proper Clothing Care in Everyday Life” rather than just selling a product(LG washing machine), thereby organically conveying benefits of the product.

Background

- Increase in awareness and alertness regarding environmental issue after COVID-19 - High level of interest in ‘Environment’(EU), following North America - 29% of increase in volume of ‘Environment’ and ‘Sustainable Consumption’ related keywords mentioned online in EU compared to ‘19 - 5.8 million tons of fabric waste is created in Europe every year - A campaign to let people know how harmful fashion is to the planet.

Describe the creative idea (20% of vote)

5.8 million tons of fabric waste is created in Europe every year. The small actions we take, such as caring for our clothes properly so that they last longer, can help us create a sustainable tomorrow. also, LG and NET-A-PORTER have teamed up with three designers in a bid to practice #CareForWhatYouWear campaign for a conscious clothing lifestyle and launched LG x NET-A-PORTER Sustainable Collection together. Experience LG’s sustainability value through our entirely machine-washable capsule collection. and a portion of the proceeds will be donated to environmental organizations.

Describe the PR strategy (30% of vote)

Aims to inspire empathy by proposing “Proper Clothing Care in Everyday Life” rather than just selling a product(LG washing machine), thereby organically conveying benefits of the product. Creating A New Earth Conscious Lifestyle Together with LG.

Describe the PR execution (20% of vote)

- From Nov 2020 - Dec 2020 - Campaign target market: UK, France, Spain, Italy, Germany, Denmark, Norway, Finland - Media: Youtube, Facebook, Instagram - Collaboration channel: NET-A-PORTER (luxury fashion retailer in Europe)

List the results (30% of vote)

- Donation will be happened in June 2021 - 66M view, 46% user watched 100% of brand film, 0.53M clicks - 1,876 users joined campaign social event, 16.8K social action - 162K visitors in campaign website, 47K clicks

Describe the effectiveness of the PR campaign

- LG x sustainability buzz increased 67% (data source by Sprinklr) - more than 60 news press released