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Philips Black Friday TikTok Live Giveaway

Finalist in Live Video


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.


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:

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.


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:


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:

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

Reach and traffic: 

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:


Video for Philips Black Friday TikTok Live Giveaway

Entrant Company / Organization Name

Whalar, Philips


Entry Credits