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Project
Homemade Food
Client
Philips
Agency
Iris
Service
Integrated Marketing, Digital Marketing & Branding, Brand Activation

Increasing Awareness of Philips KA Products Through On-Ground and Digital Campaigns.

Philips is a Dutch multinational technology company headquartered in Amsterdam, currently focused in the area of healthcare and lighting. Since its establishment in Eindhoven in 1891, the company has grown immensely and currently employs over 100.000 workers in over 60 countries. In recent decades, Philips have also expanded it business to include kitchen appliances, with a vast array of products offered to help consumers meet their kitchen needs.

In Indonesia, Philips was seeking to increase awareness as well as provide education on its Premium Kitchen Appliances that offer a wide range of artisanal products. Chief amongst these are the air fryer, juicer, bread maker as well as the niche noodle maker. Despite being in the market, these products are often misunderstood and tend to be perceived as unnecessary luxury appliances. To rectify this misconception, Iris devised a campaign on two fronts: digital and on ground. The offline activation was scheduled for Mothers Day 2017, while the digital campaign was built around it, including pre-event and post-event campaigns. The day of the event was signified by cooking demonstrations by two celebrity chefs as well as the launch of an online Mother’s Day video, whereas the pre-event utilized Key Opinion Leaders, product videos and Facebook covers. After the event was completed, Iris conducted the post-event campaign of showcasing the ‘Always On’ content for Philips Premium KA Products.

The entire campaign resulted in a striking 3.6 million impressions, a total reach of just over 3 million as well as an engagement rate of 11.72%. This was also enhanced by a 17% view rate of the Mother’s Day video, over 45.000 Facebook Live views and 5.64% and 1.35% total engagement for Chef Yuda and Chef Edrian respectively.

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