2012 Winners & Shortlists

The Brief

We wanted to promote the launch of a new product category, Male Grooming, that would provide a variety of grooming tools to our target audience. We wanted to find people who we represent the lifestyle Philips associates with and direct our communication to them.

Describe how the promotion developed from concept to implementation

Brownbook was promoting a series of documentaries that explore the urban culture of the Middle East and talk to influential people who are transforming the urban scene in the region. Philips saw this as an opportunity to link the new “Male Grooming” category launch to the public release of the documentaries because they wanted people to associate Philips with the lifestyle that those specific demographic define. So we promoted the products through association with the Brownbook audience.

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

Over the course of the year that this campaign ran with video’s being released on a monthly basis and adverts on a bi-monthly basis we were able to achieve a sales increase of 17%. We distributed e-shots promoting the campaign to over 23,000 people. Banner’s were posted on the website which drove traffic of more that 15,000 vistors from 101 different territories worldwide. On average each film was retweeted on twitter six times which leveraged 6,000 impressions per film. On facebook the impressions per film over a period of 4-5 posts reached 3,000 people and developed 4,964 facebook impressions.

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

The association with Brownbook provided a platform that stretched across various mediums. We were able to tap into their audience via print media promotions as well as the distribution via their digital and social media channels.