Philips Česká republika, s.r.o.

Philips click & Style

Brief

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.

Campaign Goal

Product awareness and direct sales support.

Philips Norelco

Concept

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.

Disclosed Advertising

We selected the strategy of disclosed advertising for Philips Click & Style.

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..

Campaign Mechanics

Step 1 Influencers shared the poll and enticed their followers to go to the micropage.
Step 2 The results having been published, the influencers reacted to the result.
Step 3 7 days after the result was published we launched the challenge video which again directed the viewers to the micropage.
Step 4 This also included the gallery with the challenges met.
Step 5 All the influencers´videos having been published, we published the "making of" video of the best of all the challenges and the influencers shared it.

Results

1 972 753

total number of vies

1 094 500

total social networks reach

186 536

web visitors

17 030

registered web visitors

96 191

web visitors interactions

KPI‘s

650 000

Youtube Views

500 000

social networks reach

50 000

web visitors

1 000

registered web visitors

10 000

interactions of the web

Testimonial

„The most courageous campaign I have ever worked on. Together with the agency, we created the concept of "challenges" and prepared the micropage with the poll and the heavy video emphasis and then... we let the crazy "Youtubers" to take care of the rest. Great fun, great reach, fantastic engagement, large contact database and ... SALES RESULTS :-)“