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During the year’s most major soccer tournament, LG launched a Branded Mission challenge on TikTok to show how its technology brings rival fans together. Video by video, over 350 creators in Brazil built one of the brand's most co-created campaigns on the platform.
Background
During the biggest soccer tournament of the year, viewership and collective passion soar. LG’s challenge was to establish a relevant, native presence on TikTok without relying on traditional advertising: activating the community to generate authentic content at a time when soccer and everyday rivalries were dominating the feed.
The Concept
The creative concept, A Paixão Nos Faz Grandes ("Passion Makes Us Great"), grew out of a simple insight: come game time, even the most deeply rooted rivalries are set aside. The videos highlighted this transition: an LG product turning rival fans into united supporters. Every piece of content featured the official hashtag, #NossapaixaonosfazgrandesLG.
Each creator brought their own version of rivalry to life: debates over apartment temperatures, response times to text messages, and classic sibling friction. In every story, an LG product stepped into the frame, and the dispute dissolved.
The Strategy
The strategy brought together timing, format, and community. LG leveraged the year's top soccer tournament as a peak-attention window, adopted TikTok’s native Branded Mission format over traditional ads, and tapped into an already trending topic on the platform: everyday rivalries. Building on this foundation, LG put creators right at the center of execution.
The rollout followed a clear sequence, from the challenge launch to impact measurement:
- Challenge with a Creative Brief: A customized TTCX project using the Branded Mission format, inviting the community to showcase how an LG product could turn rival fans into united supporters.
- Community Response: Over 350 creators from across Brazil posted their own videos in response to the challenge.
- Curatoring: The team reviewed the incoming submissions and selected the most authentic stories.
- Paid Amplification: The curated videos were boosted using premium TikTok formats, specifically TopView and Branded Mission.
- Measurement: Impact was evaluated through a TikTok Brand Lift Study to quantify the campaign’s effect on brand metrics.
Results
Pulled directly from the TikTok report, the numbers highlight impact across three key fronts:
Community (#NossapaixaonosfazgrandesLG)
- 583 videos created by 350 creators
- 132M views and 222,387 hashtag page visits
Paid Media
- 36.4M reach and 997K clicks
Brand Lift Study
- +4.4% in Ad Recall (category benchmark: 2%–3%)
- +2.9% in Brand Familiarity (category benchmark: 1%–2%)
Takeaways
This case study demonstrates that native content—driven by cultural timing and led by creators—stops feeling like advertising and moves real brand metrics. Curating the content around trends, everyday scenarios, and seamlessly integrated products was the linchpin that maintained quality at scale, establishing a blueprint for LG's future TikTok campaigns.
About the Client
LG is a global leader in technology, boasting a portfolio that spans televisions, home appliances, HVAC systems, and consumer electronics. Its presence across Latin America and Brazil blends technological reliability with a cutting-edge digital strategy.
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