Today a lot of brands across sectors are betting on social media for marketing visibility, and this is a welcome trend. One among the noticeable brands in the social media marketing space is Philips India’s personal care products.
In the last 36 months, the brand has launched 16 campaigns and has developed properties surrounding special occasions such as Valentine’s Day and Father’s Day, where online has been the central lead in the 360 degree approach.
Commenting on the brand’s overall social media strategy, ADA Ratnam, President – Consumer Lifestyle, Philips India said, “Our strategy in online media has been to bridge the consideration gap so that the brand becomes relevant to our core target group. In the first three years of our journey, our key focus has been around contests and interesting content. In phase II, starting 2014, we will focus more on extended conversations.”
To promote its new grooming and styling product Philips MPower Range, which is aimed at a target group of 16 to 25 year-old males (Sec A, B), Philips India recently started a social media initiative called ‘MPowerPack’ challenge on Facebook, in association with MTV, where a gang of friends can get a chance to win a trip to Ibiza.
As a part of the campaign, the brand invited people to upload pictures of their group of friends, give their gang a name and introduce themselves in a short video. Ten final gangs have been shortlisted and these final gangs have been requested to upload their gang videos, showing 10 of the coolest places they love to hang out at.
“Give that for our TG, peers have the maximum influence, we have created a group-led contest where the entry point is through Facebook and a micro site,” added Ratnam.
Philips has also introduced a wild card entry where any group can buy the new MPower grooming range, groom their beards and share their videos in order to be one of the finalists. The final video with the maximum number of votes will win an all paid trip to Ibiza.
Rather than taking the traditional route of TV, the brand has used social as the core source to generate awareness.
Ratnam is optimistic about social media marketing for the brand. “As a marketer, I believe that with the emergence of online commerce, social media will become one of the key elements of a marketing mix. A global study shows that although we have 11 per cent internet penetration, the sheer size of internet users is around 130 million. If we look at the digital consumption behaviour, social and online advertising will become more and more relevant,” he concluded.