Philips Lighting past present future digital strategy

1. Philips Lighting
DIGITAL STRATEGY- PAST, PRESENT AND FORWARD

2. About the brand
 For over 123 years, Philips Lighting has been at the forefront of innovation.
 Provides high-quality light in public places, professional spaces, and at
home.
 Pioneered the development of high-quality, energy-efficient LED lighting.
 Lighting to get into a fully digital world that connects people, places,
luminaires, and devices.

3. Sales and presence in India
 The lighting business accounts for 55% of the company's total sales in
India, translating into an annual sales of – Rs. 3210 crore.
 Philips has a dominant 30% share in conventional lighting and LED lamps
by value
 The company is growing its LED lamp and luminaire business at 78%
 Making it one of Philips’ top priorities

4. Therefore, a comprehensive marketing plan
comprising a well planned
digital strategy is imperative

5. Current Digital Presence
 India specific website

6. Current Digital Presence
 Facebook Page – Product based content

7. Current Digital Presence
 FB page - Occasion specific content – Bring home Philips Hues on Republic Day

8. Current Digital Presence
 Relevant contests for consumer engagement – Diwali contest

9. Current Digital Presence
 Twitter Page – Content plugged in from Facebook along with engagement

10. Analysing CDP
 Pros
 Informative and easy to navigate
website
 Well defined content on Fb page
 Product Specific Content
 Occasion based contests – Diwali etc.
 New developments regularly updated
 YouTube plugin
 Active Twitter account
 Cons
 Fb page
 Lack of regular engagement on Fb
page – everyday updates, opinion
polls etc.
 One off contests don’t compensate for
regular engagement

11. Previous Campaigns
Ranbir Kapoor Music Video Ranbir Kapoor, brand ambassador,
launched Philips Lighting with a music
video
 Not a typical TVC - gave people a
spectacular experience of what
Philips LED lights can do via the
music video, and then took them
through the key benefits Philips LED
offers
 Unconventional approach to make a
low involvement category like lighting
move into a dynamic space.
 No branding – Only engagement to
get consumer hooked

12. Previous Campaigns
Ranbir Kapoor Music Video Results
 Over 3.8 views on YouTube
 LED Lighting given the cool quotient
 No branding made it look more
authentic

13. Previous Campaigns
 An idea where Philips Lighting lit up
the Gateway of India with a 16 million
colour palette
 MumbaiInANewLight.com
microsite established where the
event was streamed live and ideas
were invited from Mumbaikars to
suggest ideas to help make the city
brighter at night
 Done in partnership with MTDC, on
the 100th year of Gateway of India,
this event brought the brand to the
forefront

14. Previous Campaigns
 Mumbai in a new light went social
 Besides sharing their ideas, one could
see suggestions from others on the
microsite.
 These ideas were shared on Facebook
and Twitter using the hashtag
‘#MumbaiInANewLight’.
 Select ideas were read out at the
lighting ceremony at the Gateway and
at select locations across the city.
 The event also saw photography and
painting contests for people, which were
shared on the social networks.

15. Previous Campaigns
 The Facebook page of Philips
Lighting India had been used as
teaser site to gear up fans for the
event.
 Post the event, Facebook
application was developed where
users could light up the Gateway of
India choosing a variety of light
colours.
 They were asked to share their
creation online and the creation with
maximum number of likes won a gift.

16. Previous Campaigns
 Results
 MumbaiInANewLight.com -10 million users and 17
million impressions online and over 46,000 page
views.
 The Facebook application received close to 1,000
visits in two weeks
 Following the event, footfalls to Gateway of India
increased,
 On the other hand, Philips witnessed 100 per cent
increase in its retail outlets during the campaign.
 In Mumbai, sales of LED light spiked 30 per cent
than other mega cities during the campaign.
 Up to 59 per cent customers recalled the campaign
with more than 70 per cent business to consumer
audience associated the campaign with LED
lighting

17. Previous Campaigns
 Philips Modular Kitchen – Built to Last
campaign
 TVC campaign showed modular
switches were built to last
 Digitally, people were invited to share
their most memorable and everlasting
stories using the hashtag
#BuiltToLast.
 One could share their stories in form
of photos, videos, posts, tweets with
the hashtag and win brand hampers.

18. Previous Campaigns
 Results
 High consumer engagement
 Easy way of communicating ‘Built to
Last’
 Well integrated with overall
communication

19. Analysing Previous Campaigns
 Pros
 Launch of LED lighting with Ranbir
Kapoor music video - Innovative, edgy
and effective
 MumbaiInANewLight – Worked for the
brand + MTDC, high and effective
consumer engagement across
platforms
 BuilttoLast – Consumer engagement,
first of its kind for modular switches
 Cons
 Supports the TV campaign - The
digital extension of each campaign is
a simple concept, adds to the
campaign message.
 A sound content strategy on social
media to differentiate from regular
TVC-driven campaigns.
 No cohesive digital strategy – Ad-hoc
campaigns for both LED lighting and
Modular Switches
 More innovation can be called for, on
social + onground
 No India specific BLOG

20. So where does the brand stand
currently?
 Well established and successful launches through TV and digital
 Active Facebook and Twitter – with product centric consumer updates, and
regular updates making the brand approachable
 But there is scope for a lot of improvement

21. Way forward
Content Strategy – spanning all platforms. To be planned
annually for both LED lighting and Modular Switches.
LED lighting – More digital innovations here. E.g – LED
billboards, events around the city powered by Philips LED.
Modular Switches – Built to Last to be better established with
content on social, on ground as well as digital activations.

22. Content Strategy – How can Philips
Lighting do better?
What’s needed?
 Content to be diverse – Oreo India
being one example where different
content is plugged on different
networks
 Their brand awareness campaign
with#DailyDunks with Bollywood’s
heartthrob Ranbir Kapoor, was a hit
 They focus on their product for every
piece of content, they share on social
media
 Expansion to Instagram, Pinterest,
and Youtube.

23. Content Strategy – How can Philips
Lighting do better?
Philips Lighting could…
 Lighting content could include themes
which involve –#lightup
#lettherebelight
 LightUp could be a daily dose of
instances where lightingup is relevant.
E.g. Mudslinging in parliament shows
a dark future. Looks like it needs to
#lightup
 Lighting could be plugged in
effectively on pictorial social platforms
– Instagram and Pinterest.

24. Content Strategy – How can Philips
Lighting do better?
What’s needed?
 Flipkart made sure they adopted
TVCs that were quirky, funny and
topical
 Thanks to their topicality, shares
across social media were immense
 Philips Lighting need not take TVCs
as a route, however topical videos
bringing lighting and a relevant topic
together could be a good tool
 The idea is to create videos that are
relevant, shareable and square to the
brand

25. LED lighting – Innovations
What’s needed?
 In Canada, during the annual North
by Northeast (NXNE) music, arts and
interactive media festival, Samsung
Canada LED billboard—reportedly the
nation’s largest
 It was used to showcase Samsung’s
product launches, promotions and
partner programs, along with
community updates.
 Philips Lighting can take a cue from
Samsung in this regard

26. LED lighting – Innovations
Possible innovations…
 LED Billboard in places which are
deserted and dark, for women’s safety
 LED Billboard that comes alive with
your tweets - #LightUp etc. This
billboard could be India’s first Twitter
led LED billboard

27. Built To Last – possible ideas
 #BuiltToLast – 140 character contest on Twitter. Idea is to make BuiltToLast trend in a simple
manner
 Built To Last – Topical videos, could be spoofs on people who are likely to go a long way. For
example, Khalli, who is built to last and keeps going.
 Built To Last Instagram contest – Take a selfie with something you think is BuiltToLast. E.g-
your 84 year old grandfather doing yoga, and keeping fit
 BuiltToLast cricket scoreboards – Along with the scorecards for runs made by players,
wickets etc. have a #BuiltToLast player ranking. Could be an online app where people give
their rankings, for every match. Basis all consumer rankings, a final #BuiltToLast player
ranking is created.

28. What’s missing?
 No digital communication on other Philips Lighting
products – Luminaries – Indoor and Outdoor,
Lighting Controls, Solar and Special Lighting
 No digital communication on Philips Lighting
services such as Philips Lighting Capital, where
lack of funds for a lighting upgrade can be
compensated by Philips.
 An India –specific blog
 Considering global push, there should be an
increase in digital initiatives in the Indian market
Global push on digital –
Philips’ Blake Cahill,
Global head of digital
marketing has said –
“We’ve taken digital, broken
it down and looked at how it
can impact our business,
change our business
models, help us build
connected products and
impact our service
revenues”

29. Final Thoughts
 Innovation is key
 An overarching digital strategy exclusive of TV communication
 Launch of new products and services digitally – for instance, Solar lighting
has great potential
 India specific contests and activations need not be only festival or
celebration specific, could span various milestones as it was done for 100th
year celebrations of Gateway of India for MumbaiInANewLight
 More investment in digital with respect to sales contribution

30. THANK YOU