Isobar and Carat India, from the Aegis Media Group, have launched a massive social and earned media campaign for Philips Salon Shine range. In an effort to relaunch the hair care grooming products for women, the first task was to build awareness of the Salon Shine range of products amongst the key target audience, women in the 18-34 age group.
Considering the sales task for the category, an interesting approach was added to the campaign, which was to add a tactical initiative around Raksha Bandhan. For this specific initiative, digital was taken as the lead medium. The digital task was to create awareness for the new Philips Salon Shine hairdryer, while highlighting the plus points and the USPs of the product and engaging the consumers.
The creative route on the digital medium to be taken for communication was to showcase the benefits of the hairdryer (Get the Style, not the damage) with relation to monsoons.
To engage the consumer, Carat and Isobar came up with a strategy to leverage social media to drive interactions and stickiness. A mix of major online portals was used, along with social media to deliver impact and maximise media engagement with the consumers.
The campaign was scheduled so as to leverage Raksha Bandhan festival and position Salon Shine as an ideal gift to sisters with its core product proposition of style without damage. The digital space was leveraged to create impact as well as user engagement so as to drive affinity and TOM recall for the brand and also to drive interaction with the consumers.
Facebook.com/philipsindia, the official Philips India fan page was launched on Facebook to connect and maintain regular conversations with the users and host contests where users were invited to interact with the brand.
The ‘Gift a Rakhi’ application launched for Raksha Bandhan was said to have received an overwhelming response with a total of 10,000 Rakhis sent within six days. While 7,500 unique users reportedly participated in the sisters’ contest, 5,400 unique users were said to have participated in the brothers’ contest.
Commenting on the campaign, Kartik, MD, Carat, said, “This was a great example of delivering tangible value within a moderate budget through sharp and incisive consumer understanding and planning.”
Amit Tiwari, General Manager and Country Head, Media Philips, reiterated this and said, “I must complement Carat and Isobar for coming up with this very innovative solution, which not only enabled engagement with the consumer, but also leveraged the season and Raksha Bandhan to deliver sales. And all of this in a very limited budget.”
Shamsuddin Jasani, Country Head, Isobar India, added here, “We are continuously striving to deliver innovations in digital media to our clients. Philips gave us a great opportunity to work on an earned media strategy for them and the results have been amazing. This is a great example of both bought and earned media at work.”
Having tasted success, Isobar, Carat and Philips India now plan to capitalise on the earned media domain as strategy and similar initiatives will be taken through the year and in the upcoming festive season.