Some campaigns not only yield success but go one level further and become a new benchmark for an industry. That’s exactly what LG’s MoodUP campaign did. The campaign recently won Silver at e4m’s Indian Marketing Awards 2024 in the Category Creation category.
Now, let’s be honest, refrigerators don’t usually make headlines. They sit quietly in the kitchen, doing their job. But LG wasn’t about to settle for that. With MoodUP, they introduced a first-of-its-kind refrigerator that isn’t just about cooling—it’s about personal expression, aesthetics, and smart living.
The challenge? YouTube is a large video ecosystem, with millions of videos being uploaded on the platform. How does a brand ensure that the right audience is seeing their ad? Traditional targeting on YouTube often lacks precision, resulting in wasted ad spending, misaligned context, and brand safety concerns. That’s when Silverpush and Zenith Media took over.
The brand leveraged Mirrors, Silverpush’s contextual intelligence AI solution, to target and deliver ads in the most relevant video environments. By analyzing luxury-related content—think high-end homes, designer interiors, and premium lifestyle videos, LG’s MoodUP was placed in front of the right audience at the right time.
The campaign was a massive hit!
- 62% VTR – over 3x the industry benchmark
- 2.17% ad recall lift—proving the campaign stuck with audiences
- 2.04% increase in brand consideration—turning viewers into potential customers
This award isn’t a win for us, but a reflection of AI-powered contextual targeting and its potential to revolutionize digital advertising.
A big shoutout to LG and Zenith Media for trusting us with this campaign. This is what happens when creativity, data, and technology come together.
