Objective

Black Friday was approaching and Philips wanted to kick-off the holiday shopping season.

Amongst UK families with children and young couples, they wanted to brew a strong mix of consideration and purchase intent for four home product lines: Bean to Cup Coffee Machine, L'OR Barista, Garment Steamer, and Airfryer.

Strategy

We know that families and young couples are open to enhancing their home life with great homeware products.

We had to get Philips products in front of the audience and show them how useful the products can be.

TikTok was the perfect place to set up shop. It’s where our audience was already browsing, shopping and looking for recommendations. Specifically, TikTok Live:

• 50% of users buying products after watching a LIVE

To demonstrate the product benefits, we partnered with TikTok savvy creators from within the target audience. Who better to blend the convenience of modern living with the warmth of family life than creators from family-related communities? 

We gave them creative freedom with the direction to show off the barista-quality coffee, healthy cooking solutions and convenient ironing alternatives.

And for an extra incentive to tune in, we included a giveaway of the products.

To ensure maximum success we paired the TikTok LIVE with pre and post promotional content by creators and amplified by us. This included emerging and mid-level creators, who could naturally showcase Philips's products in a homely atmosphere.

EXECUTION

For our TikTok Live Giveaway, we collaborated with the widely popular family duo Dan & Lucy who have almost a million followers and a knack for making relatable family videos.

The campaign recipe had three steps:
 

1. Pre-Promotional Content: Dan & Lucy crafted an exciting teaser video, which garnered 678k views and over 3.3k engagements, stirring interest in the upcoming LIVE event and highlighting the products’ features. A Countdown Sticker over the video facilitated anticipation ant the collection of 438 reminders for the upcoming Live event.
   We amplified this video to reach a substantial audience of over 1.7M users and an impressive 2.5M views!
    
2. TikTok LIVE Event: This interactive session provided a platform for showcasing the products’ USP’s and engaging directly with the audience. Product demonstrations sparked lively discussions, with viewers actively participating in giveaways and showing a keen interest in the products, especially the Coffee Machine and Airfryer segments​​.
    
3. Post-Campaign Content: To maintain the buzz and drive further traffic to Philips' products through paid amplification we generated Post Live cutdown Ads from the previous content. The engagement from previous videos allowed us to efficiently retarget users and reach a total of 5.8 million, significantly surpassing the forecast​​.

Dan and Lucy did an excellent job of incorporating natural brand cues into the Live and all of the content was really well branded. Every video included:

• Mentions of Philips.
• Products shown and explained to viewers.
• Numerous reasons to consider.

Results

Philips's strategy to blend product demonstration with family-centric content proved to be a winning formula, creating strong Intent to Consider, Favourability and Brand Recall:
 

• 73.7% Intent to Consider
• +7.3% Brand Favourability (DOUBLE our TikTok benchmark!)
• 72.3% Brand Recall (10.7% above our TikTok Benchmark!)
• +12.1% in Top of Mind Awareness (vs our TikTok benchmark of +11.4%)
   

Which all helped contribute - along with other marketing activities - to an 11% sales uplift over the same period vs 2022!

Reach and traffic: 

• Over 46.9K clicks to retailer sites through the “Shop Now” CTA button (+118% of forecast).
• 5.8M Reach (almost 50% higher than forecast).
• 80.4K engagements.
• Over 7.4M video views across TikTok.
   
• Significant engagement in product demonstrations, particularly the Airfryer and Coffee Machine segments​​.

This case study showcases Philips's adept use of TikTok to drive engagement and product consideration and awareness, illustrating the power of strategic creator partnerships.

Audience comments:

• “I don't like coffee but my brother is moving into his own place next year. Fab Xmas present for him”
• “I need the airfryer, delicious!”
• “I've always wanted an airfryer! I love the size of the Philips one!!”
• “Might treat myself to a coffee machine, haha”
• “Mmm crispy!!! The roast potatoes look amazing. I want that Airfryer now!”
• “Christmas Present?! THATS MINE.”
• “Steamer and coffee machine looks good!”
• “I could do with the steamer to get rid of creases”

Media