We know that families and young couples are open to enhancing their home life with great homeware products.

We had to get Philips products in front of the audience and show them how useful the products can be.

TikTok was the perfect place to set up shop. It’s where our audience was already browsing, shopping and looking for recommendations. Specifically, TikTok Live:

• 50% of users buying products after watching a LIVE

To demonstrate the product benefits, we partnered with TikTok savvy creators from within the target audience. Who better to blend the convenience of modern living with the warmth of family life than creators from family-related communities?

We gave them creative freedom with the direction to show off the barista-quality coffee, healthy cooking solutions and convenient ironing alternatives.

And for an extra incentive to tune in, we included a giveaway of the products.

To ensure maximum success we paired the TikTok LIVE with pre and post promotional content by creators and amplified by us. This included emerging and mid-level creators, who could naturally showcase Philips's products in a homely atmosphere.

Philips's strategy to blend product demonstration with family-centric content proved to be a winning formula, creating strong Intent to Consider, Favourability and Brand Recall:
 

• 73.7% Intent to Consider

• +7.3% Brand Favourability (DOUBLE our TikTok benchmark!)

• 72.3% Brand Recall (10.7% above our TikTok Benchmark!)

• +12.1% in Top of Mind Awareness (vs our TikTok benchmark of +11.4%)

Which all helped contribute - along with other marketing activities - to an 11% sales uplift over the same period vs 2022!