LG XBOOM by will.i.am

project overview

To position LG XBOOM as the go-to premium speaker for high-quality audio experiences, we partnered with global music icon will.i.am to create a high-energy campaign blending music culture with LG innovation, leveraging will’s influence to enhance brand credibility and drive engagement among music enthusiasts, which launched at CES 2025. This included a dedicated landing page leading up to CES as a “watch this space” which included Boom Boom Pow by the Black Eyed Peas, interactive content, and multi-platform amplification.

Strategy & Execution

As Associate Director of Creative Strategy on the Story Lab team, I developed and executed a content-driven strategy to maximize the impact of this partnership. Key initiatives included:

  • Crafting compelling storytelling around will.i.am’s involvement and LG’s superior audio technology.

  • Developing a dedicated landing page that integrated video content, artist insights, and product features to launch at CES 2025.

  • Ensuring seamless user experience on the landing page with clear CTAs driving conversions.

Results & Impact

The campaign successfully positioned LG XBOOM as a premium audio brand, driving excitement and deepening audience engagement with its launch at CES 2025.

  • Strengthened LG’s association with high-quality sound and music culture through an authentic collaboration.

  • Developed a storytelling framework that elevated LG’s brand voice and drove stronger consumer connections.

  • Increased audience awareness and product consideration by leveraging influencer credibility and high-visibility marketing channels.

  • Created a seamless digital experience by partnering with the DX team that encouraged exploration and conversion, setting a foundation for future partnership-driven campaigns.

  • Established best practices for integrating celebrity collaborations into content and marketing strategies to maximize brand resonance.

Key Takeaways

  • Celebrity partnerships, when strategically aligned with brand messaging, can significantly elevate product positioning.

  • Storytelling-driven content fosters deeper consumer engagement and trust.

  • Data-driven optimizations, such as A/B testing, enhance campaign effectiveness and user interactions.