Philips India, which recently rolled out its new salon products, used the popular networking site Facebook to promote its Salon Shine range of products. With an objective to promote the hair grooming products for women, engage the target audience, drive interaction and encourage stickiness, it launched a contest on the popular social networking site, Facebook.
The campaign managed to deliver tangible value within a moderate budget, through sharp and incisive consumer understanding and planning, says Kartik Iyer, managing director, Carat.
The application, called Gift a Rakhi, was launched on the Facebook page of the company. Using the application, users could send virtual 'rakhis', along with interesting messages, to their brothers/sisters and win Philips hair dryers in the contest. About 12, 900 unique users participated in the contest (7,500 unique users participated in the sisters' contest; and 5,400 unique users participated in the brothers' contest), while 10,000 'rakhis' were sent within just six days.
Digital being the lead medium, the task was to create awareness for the new hairdryer, while highlighting the features of the product. The official Philips India fan page was used to connect and maintain regular conversations with the users and host contests, where users were invited to interact with the brand.
Standing with the product positioning, 'Get the Style, not the damage', the communication showcased the benefits of the hairdryer with relation to the monsoon season.
A mix of major online portals was used, including the official website of the company, along with social media to deliver impact and maximise media engagement with the consumers.
Having tasted success, Philips India plans to capitalise on the digital domain again by introducing yet another challenge to promote its range of shaving equipments.