Philips Activations
Introduction
Our client Philips, a leading household appliance manufacturer specializing in Kitchen and Garment Care, approached our marketing agency with the goal of increasing brand awareness and driving sales through social media activations.
They sought innovative and engaging strategies that would resonate with their target audience and differentiate them from competitors in the market.
The Challenge
The challenge was two-fold. First, the client’s products, while essential, were often perceived as mundane or utilitarian. We needed to find a way to make airfryers and ironing systems exciting and relatable to a broad audience.
Second, the client wanted to leverage the power of social media to reach a younger demographic, traditionally less interested in these types of products.
The Insight
Through market research and consumer insights, we discovered that the target audience, especially younger consumers and parents, was increasingly health-conscious and looking for time-saving solutions.
Through market research and consumer insights, we discovered that the target audience, especially younger consumers and parents, was increasingly health-conscious and looking for time-saving solutions.
The Creative Ideas
“One of Us” Steamer activation: Time is a luxury for those who juggle work and a social life. Many people attempt to blend both into a single day, transitioning from business meetings to parties and traveling between locations. This constant hustle can take a toll on their outfits. There’s often no time to iron or freshen up their clothes. In response, we showcased the stories of these individuals through three short post-production videos/reels, highlighting the indispensable role of the Philips Steamer 3000. Additionally, we partnered with three influencers who shared posts endorsing the Steamer as an essential tool in their daily lives.
“Philips Garment Care National Promo” Garment Care activation: The Philips national promo offers such an exceptional deal for consumers that it practically sells itself. Our plan is to create a post-production video that instills a sense of urgency regarding the offer and generates FOMO (Fear of Missing Out) around it
“Philips Airfryer Rescued Me” Airfryer activation: What happens when you’ve prepared a delicious meal for your kids, but they won’t even take a bite? What do you do when your mother-in-law forgets to bring food, and everyone’s left starving? What’s your plan when your spouse calls just 15 minutes before they arrive with friends from work at home? Don’t worry, because the Airfryer XXL Connected is here to the rescue! It’s the perfect sous chef in your kitchen for quick, effortless, and healthy family meals. We’ve created three post-production videos highlighting the occasions where the Airfryer XXL Connected comes to the rescue, and we’ve teamed up with influencers who will share stories on their social media, explaining how the Philips Airfryer saved the day for them as well.
The Execution
In addition to the video productions, we initiated collaborations with food influencers and lifestyle experts to craft high-quality content that highlights the ease, health advantages, and style associated with utilizing airfryers and ironing systems.
We then launched these campaigns on Instagram and Facebook, implementing a well-coordinated posting schedule and incorporating engaging captions.
Conclusion
Through creative and relatable social media activations, we successfully transformed our client’s perception from a simple appliance manufacturer to a lifestyle brand. By aligning the product benefits with the values and desires of the target audience, we not only increased brand awareness but also boosted sales.
This case study illustrates the power of strategic social media marketing in turning utilitarian products into desirable lifestyle choices, ultimately contributing to the client’s business success.
Date:
September 17, 2023
