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Philips SalonShine adopts digital to drive product awareness, consumer engagement


Carat India and Isobar India recently launched a digital campaign to build awareness for the new Philips SalonShine hairdryer among the key target audience, women in the 18-34 age group, and get the consumers engaged.

The digital campaign aimed to leverage social media to drive interactions and stickiness for the brand. A mix of major online portals was used along with social media to deliver impact and maximize media engagement with the consumers.

The campaign was scheduled around Raksha Bandhan to leverage the festival and position SalonShine as an ideal gift to sisters. The creative route to be taken for the communication was to showcase the benefits of the hairdryer (get the style, not the damage) with relation to monsoons.

The official Philips India fan page along with the ‘Gift a Rakhi’ application was launched on Facebook (Facebook.com/PhilipsIndia) which was used to connect and maintain regular conversations with the users and host contests where users were invited to interact with the brand.

The application invited Facebook female users to send a virtual Rakhi along with a unique message to their brother to win a Philips SalonShine hairdryer. The male users of Facebook could also take part in the contest by sending the most interesting message to their sister and win a Philips SalonShine.

According to Isobar India, the ‘Gift a Rakhi’ application was used by Facebook members to send 10,000 virtual Rakhis in a short span of 6 days. The application witnessed the participation of 7,500 unique users in the sisters’ contest and 5,400 unique users in the brothers’ contest.

Kartik Iyer, managing director, Carat Media Services India, has 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 India, has 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, has added, “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.”
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