Philips Romania

The Objective

The cutting-edge technology from Philips, called OneBlade, was created for facial hair and beards, and it can trim and shave hair of any length. In order to increase OneBlade's market penetration in the shaving category in Romania and enhance general awareness among its target group, the company decided to partner up with TikTok.

The Solution

Philips together with TikTok has put up a strategy based on integrated ad solutions, to maximize awareness of the brand and product. The campaign included 2 catchy videos, which were repurposed creatives from the standard ad format they’d produced earlier, which is a great example of TikTok potential in asset optimization. A bundled strategy included In-Feed ads as Top Feed placement, used in a Reach & Frequency buying method. This approach was to ensure good results in a highly competitive category.

The Results

The Philips OneBlade campaign achieved all of its objectives with great success. The bundled strategy resulted in a huge lift in Ad Recall (10,3%) and Awareness (9,4%), which shows how repurposing content and focusing on reach & frequency pays off as a great strategy to strengthen your product awareness on the market.