To show the universal shaving machines Philips Click & Style to the target group of young people through online influencers and present Philips as a modern and progressive brand which can work with social network communities and entice the target group to buy its products.
Philips, in cooperation with online influencers, will prepare a series of 9 "extreme challenges". Those will be then published on a micropage which will entice the people to buy the product.
The campaign started with the launch of the micropage where people could vote for the challenges each of the influencers was supposed to take. Having voted they got a discount coupon for the product.
The campaign was created in cooperation with a partner agency.
Philips openly admitted being connected to the campaign in a humorous way in a into movie clip. That, together with the added value (interesting content with popular online stars), helped to get the viewers to its side.
Their sympathies were clearly visible in the results; the campaign highly exceeded the set goals. It also showed in the reactions of the people who had seen the commercial either as positive reactions and comments, or as great natural impact of the brand advertising videos of Philips.
The accompanying brand videos to the campaign made by Philips got, as a side effect, more than 146.101 views.
Thank to the fact the company disclosed the connection to the advertisement, it also got more than 97% positive comments..
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