The Brief

Philips is the styling brand for young India and wanted to aggressively reach out to enthusiastic, style conscious Indian youth creating an association with Style, moving away from the then current gifting proposition on valentine its peak sales period. Our objective was to position Philips as synonymous with personal styling while highlighting key product features in a touch sensitive category. Insight showed that our audience was most conscious of their looks during Valentine which is a time of togetherness and the campaign drew from this flavor focusing on looking your best for your partner, creating your very own expression of style as a couple with #StyleTurf.

Describe how the promotion developed from concept to implementation

Philips Styling and a selfie could take you to stardom. We created #StyleTurf which promoted the cultural symbolism of the valentine day celebrations with the topically relevant and hot trend of #Selfie combined with the well sprinkled spice of glamour with a youth television channel accentuating ideas of personal Style, Selfie, valentine in a youth centric approach. Hero styles for valentine were promoted on Philips Social media channels and live experience pads at retail, campuses and youth locations, and encouraged couples to style themselves and click a couple selfie increasing social conversations as couples shared their valentine styles with Philips Styling.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign reached out to 1.5 million+ consumers and the excitement around the proposition of personal styling with hero styles for couples created 60000+ social conversations and selfies, as #StyleTurf and its popular Hashtags #StyleTurf4Men #StyleTurf4Girls trended in India for the entire valentine week! The campaign, captured the consumer lifecycle from communication, creating conversations to impacting sales created an environment for adoption of the product backed by the right consumer sentiment and motivation to buy. There was a massive growth during the campaign period as consumer advocacy peaked. The campaign is now recognized as a best practice within Philips.

Explain why the method of promotion was most relevant to the product or service

Valentine season is a cluttered time with the market abuzz with sales and offers for our young and digitally native audience. We wanted to drive real and relevant conversations while delivering an experience which genuinely added value to our consumers. Rooted in insight, our campaign met objectives creating the marked shift in position from gifting to styling. Popular youth trend of the selfie was the perfect trigger to power genuine product experiences and drive enthused consumer engagement rooted in the proposition of personal style. With a positive shift in consumer adoption Philips successfully transformed its positioning towards personal style with the campaign #StyleTurf while demonstrating an improved brand health.