LG’s slogan ‘Life is Good’ is synonymous with consumer appliances in homes worldwide. The question is, how could it build on that prowess to grow B2B success too? That’s the task we took on when we partnered with LG Electronics at the start of 2024. Its aim: to build $7.5bn in revenue from its B2B solutions by 2030.
LG aspires to improve people’s experiences everywhere. That could be at work, when shopping, while studying – essentially anywhere you might interact with an LG product. It’s an ethos that has led to a portfolio of innovative B2B products, from bulletproof LG gram laptops to large-format display solutions, and energy-efficient heat pumps.
3THINKRS’ role was to elevate LG’s B2B proposition in the UK – LG Business Solutions – spotlighting its innovation, expertise, and value, and positioning it as the partner of choice for businesses.
What we did
Working closely with LG’s marketing and sales teams, we identified the challenges and opportunities facing its B2B divisions: Air Solutions, Information Display, and IT. We then mapped its solutions against personas, building a tailored PR approach to resonate with customers’ motivations and pain points – like the requirements for touchscreens in education, or heating efficiency in government buildings.
Next, our media relations press office amplified how LG’s solutions could uniquely meet businesses’ needs.
We used thought-leadership, product innovations, and executive insights to build relationships with top journalists in the sectors that matter. And, with a regular drumbeat of insightful comms, we cemented LG Business Solutions – and its product leaders – as trusted voices in both its industry and its verticals.
The results
Our partnership has spotlighted LG Business Solutions’ proposition to an array of business leaders across diverse industry sectors. Coverage has spanned leading publications in AV, tech, and other key verticals. And we’ve supported corporate news announcements in national media. LG’s press trip to Korea was a particular highlight, with Computer Weekly featuring a deep dive into its B2B strategy for its readership of over 700K.
In 2024, we secured:
• 2 million+ coverage views of articles featuring LG Business Solutions.
• 160 pieces of coverage, across 86 publications.
• 86,800+ coverage views on social.
• Product stories highlighting LG’s Transparent Display, MAGNIT, R290, LG Gram.
• Thought-leadership commentary on green skills, heat pump installation, password security, and display technology efficiency.
Testimonial
“3THINKRS has been pivotal to aligning our PR with our sales and marketing goals, helping us to prioritise and elevate key innovations within our B2B portfolio at the right time.
“The team blends seamlessly with our marketing and sales team. Their strategic guidance, regular check-ins, and ability to mix media expertise with creative storytelling have meant our messages consistently land in the right publications and deliver measurable impact.”
Nathaniel Warnes, UK PR & Influencer Manager, LG Electronics
By 3THINKRS
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