Philips and BCN Implement 360° Campaign for Three Beauty Products

Cross media content on smarter beauty topic provides the target group with plenty to talk about across all Burda style brands for eight months.
 

 
 
STARTING POINT
The Philips product lines Lumea, VisaCare and Haircare include technical products used for professional skin and hair care, which are now available for private use as well: the beauty studio at home! In order to raise awareness for the products, Philips supported by BCN runs an eight-month cross media campaign under the motto “smarter beauty”.
 
GOALS
Achieve awareness and maximum exposure for all three product lines. The brand Philips should target women aged 25 to 45 by means of a cross media campaign and smartly distribute and emotionalize the idea of “smarter” beauty care with high-tech products. The brand authenticity should be raised with the help of the four “women power brands” – Bunte, Freundin, Instyle, Elle as well as with a product test via word-of-mouth campaign.
 
STRATEGIES
The Philips product lines address the beauty conscious woman true to the claim “Best technologies with real results for real women”. These consumers are to be found everywhere – they read print as well as online and they use several social media channels. Therefore: a cross media campaign that targets a large number of media and channels would be the best choice. Informative and emotional content about the product lines Lumea, VisaCare and Haircare in print, online and social media channels (by means of a word-of-mouth product test) as well as mobile raises awareness for a period of eight months.
 
MEASURES
BCN suggested a cross media approach in order to promote the product versions of the three lines. One key element is the exclusively shot ELLE photo series. ELLE stages the three new Philips products in a six-page photo spread. The photos also appear in advertorials in ELLE, Bunte and Instyle. A “making-of” video of the ELLE shooting is posted on Elle.de. The print product ads and advertorials are backed-up by online and mobile ad formats. A further triggering element of the 360° campaign for Philips was the word-of-mouth test of three products via the trend lounge of the Freundin magazine. The products were made available for one hundred selected test persons: they received a trial beauty package and they could share their experiences via the online community “Freundin Trendlounge”. Furthermore, the online editors generate awareness via Facebook posts that link to the new products.
 
RESULTS
“The mix between online and offline is ideal for us to reach the right target group and raise awareness for our beauty heroes. We were particularly impressed by the ELLE photo shooting, which skilfully staged our beauty aids”, says Astrid Ommen, Marketing Manager Beauty & Skincare at Philips Consumer Lifestyle for Germany, Austria and Switzerland.
 

Keyfacts

  • Headline: Philips Smarter Beauty
  • Brand: Bunte, ELLE, freundin, InStyle
  • Client: Philips GmbH Market DACH
  • Ad formats: Social Media, Mobile, Online, Print, W-O-M
  • Goal setting: , customer retention, create awareness, brand image transfer
  • Target group: Frauen
  • Business: Beauty

Contact

International Sales

Customer Requests

Birgit Böhm

Birgit Böhm
Head of Client Services Beauty / Senior Key Account Manager

Tel. +49.(0) 89.92 50.46 80
Fax +49.(0) 89.92 50.29 91
birgit.boehm@burda.com