Talk about a unique couple: Home appliance maker LG Electronics USA has struck up a partnership with romance website OkCupid on an interactive quiz that matches people with their ideal laundry appliance match based on personal habits, style and washing preferences.
For the LG Laundry Love Lab, LG also tapped comedian Phoebe Robinson as the “Love Guru” to virtually educate consumers on LG’s suite of washers and dryers.
In addition to being matched to a machine that’s right for them, users will gain personal insights into how their laundry habits might be affecting their love life. According to data from OkCupid, those who said they do their laundry themselves received more than 70% more conversations, almost 60% more likes, and 5% more matches on the app than users who had someone else do their laundry.
“At OkCupid, our goal is to help people find love and happiness through meaningful connections using our one-of-a-kind algorithm that matches you on what actually matters,” said Melissa Hobley, global chief marketing officer at OkCupid in a statement. “Laundry has definitely proven to be a hot button issue in relationships and we love that LG is tackling the topic in a fun, unexpected way while also offering a useful tool to help people discover their laundry love. Working with LG on this quiz was a natural fit, and we can’t wait to see the laundry love matches that come out of this.”
LG Laundry Love Lab with Phoebe Robinson, Sponsored by OkCupid – LG ELECTRONICS USA
In a series of videos, Love Guru Robinson doles laundry out tips and tricks. Dubbed “a fresh approach to the traditional home appliance buyer’s guide,” the LG Laundry Love Lab is designed to compel shoppers to think differently about their laundry habits and preferences, and to make choosing the right appliance fun rather than daunting: a useful task, as 53% of consumers say they feel overwhelmed when shopping for a new laundry appliance, according to data provided by LG.
“When it comes to laundry, we know that people are passionate about what they love and what they don’t – but they also feel that shopping for a washer and dryer can be overwhelming,” explained Gail Conroy, senior director of marketing at Englewood Cliffs-based LG Electronics USA. “With our Laundry Love Lab, LG is rewriting the traditional buyer’s guide with a fun, interactive experience that helps people find the right LG laundry appliance to fit their homestyle – and with LG’s expansive award-winning portfolio, shoppers don’t have to settle. Finding your perfect match is easy.”
LG’s not the first consumer company to partner with the dating app. Pizza Hut partnered with OkCupid in 2014, and on Valentine’s Day 2021, music streaming platform TuneIn partnered with the company on customized date playlists.
