The home appliance community platform 220 Cord&Code's advertisement video has gained over 1 million views, drawing significant attention. This platform was launched by LG CNS in September last year and has become increasingly popular, recording about 100,000 downloads within six months of its release.
220 Cord&Code is a community platform that focuses on home appliances, where users can share their experiences and preferences related to them. The name "220" is derived from the standard voltage in Korea, 220V, which symbolizes home appliances, while Cord & Code means to connect (Cord) with a code.
The platform offers high-quality content on various home appliances, such as coffee machines, turntables, and beam projectors, making it a popular choice among users. It operates a group of professional content creators called "Circle Members," who are influencers interested in home appliances.
They share various contents related to home appliances, including user reviews, usage tips, the latest home appliance trends, and the location of A/S centers for each product.
220 Cord&Code's user base consists mostly of people in their 20s and 30s, with about 50% of all members in these age groups. The platform is one of the most active consumer electronics communities, with eight out of ten members leaving reviews.
The commercial video produced by 220 Cord&Code was targeted towards its main user base in their 20s and 30s. The concept behind the video was that the platform helps customers find home appliances that suit their lifestyle, such as coffee machines for single men, sound devices for single women, beam projectors for campers, and refrigerators for newlyweds.
220 Cord&Code is applied with DX technology such as AI-based recommendation algorithm and search optimization to provide a new customer experience.
The AI-based recommendation algorithm recommends home appliance content that fits your taste based on your lifestyle. Comprehensive analysis of residential space, age group, type of residence, preferred home appliances, created contents, and activity logs of subscribers who have agreed to provide information.
For example, when a married man in his mid-30s chooses a TV, information on a large TV for family viewing together and a small portable TV reflecting the taste of customers whose hobby is camping is provided. If a large number of customers show a pattern of purchasing a refrigerator followed by a washing machine, the refrigerator content is also recommended to customers who purchase a washing machine.
Search Optimization identifies the customer's intention and matches the best home appliance content even if the customer does not clearly enter the product name when searching for a product. It is equipped with a natural language processing (NLP) algorithm that can understand various language expressions used in everyday life. Even if a customer does not clearly enter the product name when searching for a product, AI identifies the customer's intention and matches the optimal home appliance content.
For example, if you enter a related keyword, such as laundry, it identifies the customer's intention and proposes washing machine contents. It even recognizes abbreviations frequently used by customers.
