We all love brands who love to experiment. Our partnership with Philips has been a journey of innovations. As we know, building a brand isn’t about following the marketing footprints of your competitors. In an age of information overload, brands can reach their audience faster with innovative campaigns. Sound strategies that are fuelled with creative ideas spark innovations. This is exactly how Philips has carved a niche for themselves in the youth-dominated personal care market.
From launching new products to becoming the market leader in the sector, Philips has come a long way. Let’s trace back the three-year-long journey, one platform at a time.
Just when everyone thought retail has no room for creativity, Philips went on to do something unique. The brand developed a new retail identity with an innovative point of sales material. To grab eyeballs, they created larger than life epilator shaped POSM while launching Satinelle and SatinSoft from the Philips wet & dry epilator range. With their campaign idea ‘Go ahead, wear those shorts’, they set the tone for the category.
Philips launched their men’s grooming range through a first-ever national Google hangouts campaign – ‘New way to shave’, featuring Arjun Kapoor. While the world was still trying to figure out how to catch up with the ever-changing digital trends, Philips made a move that no brand in India had. Their efforts paid off and resulted in not just sales but were recognized with coveted accolades.
Philips sure has an appetite for disruption! So, while introducing people to a new way of shaving, Philips came up with another unique idea.
To create a buzz, Philips put up teasers in terms of cheeky ambient ads in men’s washrooms. When things got steamy, hidden cameras recorded peoples’ priceless reactions. Sharing it on social media further amplified the reach of the campaign.
For the launch phase, the brand introduced a fictional character Alex who hated blades. ‘Alex on strike’ was ‘Live activation’ campaign done around corporate offices surely got all heads turning. This Guerrilla marketing tactic not only created a wave of curiosity but also delivered the brand message effectively to the target audience.
After capturing the lion’s share in personal grooming market, it was time to dominate it. Their innovative styling range was perfect for the style conscious millennials, who loved to experiment and were on the go. But how to reach them was the question first of its kind Philips Speed style mobile app was the answer! Results? It became a go-to place for all styling tips, DIYs and fashion trends.
The clean-shaven look was going out of fashion and having a beard matching your personality was the new style statement. It was the Brat Revolution! To tap this trend and reach the youth, Philips launched a Live peer-to-peer marketing challenge - Big leap. This was led by B-school students as they undertook the marketing activities of Phillips Trimmers in their campus markets. While they got many interesting marketing ideas, the brand awareness grew manifolds through this youth marketing strategy making their men’s trimmer range synonymous with style.
Even though each campaign was unique, a common thread of innovation and integration tie them together. All of them yielded remarkable results, not just in terms of sales but also generated oodles of brand love! Together, we have achieved many milestones. Here’s our journey so far, at a glance.
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