Driving mass awareness for Philips OneBlade through an engaging creator campaign
Philips OneBlade is the revolutionary technology designed for facial hair and beards, with the ability to trim, edge and shave any length of hair. The brand came to TikTok to raise mass awareness with 18-34 year old males, and to drive penetration of OneBlade in the shaving category.
In collaboration with Whalar, the creator commerce agency, Philips UK launched a native creator campaign aimed at Gen Z and Millennials. As specialists in creator-led campaign strategy, Whalar sourced creators who could deliver the benefits of OneBlade in a variety of ways that matched the versatility of the product.
From a comedy ‘glow up’ to a sketch about how they’re basically better than their barber now, each creator did it their way, in their own style. The creator videos were then boosted as Spark Ads, appearing natively in the For You feed.
Finally, to thread the campaign together, each Spark Ad featured an original Philips track that emphasised flexing life your way - an apt message that chimed with the variety of looks achievable with the OneBlade.
The Philips OneBlade campaign was hugely successful in hitting its goals. The overall campaign impressions came in at 19.5 million, which was two times higher than predicted. The brand achieved a total of 13 million views and over 576,000 engagements with the creator videos. To top it off, over 25,000 potential customers clicked through to the OneBlade retailer link, showcasing the commercial pull that creators have when it comes to generating consideration and purchase intent.