LG ‘Inner Voice’ Campaign Celebrates Mom Confessions

LG ‘Inner Voice’ Campaign Celebrates Mom Confessions
LG ‘Inner Voice’ Campaign Celebrates Mom Confessions

LG Electronics USA is launching a fresh new home appliance integrated marketing campaign titled “Mom’s Inner Voice,” celebrating today’s multi-tasking moms.

This six-month LG campaign, created with Hill Holliday, features the real thoughts of moms expressed with humor, frankness and honesty by the voice of Leslie Mann.

The integrated, multi-channel campaign engages LG’s key consumers and positions the brand as moms’ supporting, empathetic co-conspirator and collaborator.

“Mom’s Inner Voice” showcases the real lives of moms today, helping them embrace their imperfections.

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Videos illustrating LG as a strong partner to moms will be integrated in television spots, with additional content shared across social media channels.

“This campaign celebrates the everyday moments and inner dialogue that we believe all moms can relate to, and we want to show women that LG understands them and our home appliances provide real benefits to today’s busy families,” said David VanderWaal, head of marketing for LG Electronics USA.

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The campaign includes television advertisements that will run through October. Videos will run on Hulu, and select media partners will enable viewers to watch the content on additional popular video sharing platforms.

The “Mom’s Inner Voice” campaign will also live online through social amplification on Facebook, Twitter and Tumblr, media partnerships with PureWow and Buzzfeed, and content on LG.com.

All social components will drive consumers to a dedicated Tumblr page where moms can read other #momconfessions and share their own.

This landing page will also include all online and social content, allowing consumers to experience all aspects of the campaign in one place. Additionally the best confessions will be showcased on the LG billboard in Times Square on May 11, in conjunction with Mother’s Day.

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Rakesh Raman