PHILIPS HUE
Set the mood
A winning influencer strategy : Unlocking new audiences by connecting with new communities through creators
Challenge
When I was working at DEPT Amsterdam, Philips Hue, the smart lighting division of Philips, requested the 2023 influencer strategy for the Benelux region. The challenges were to reach new audiences to increase market penetration and continue to build their leadership as a premium and emotional brand.
Strategy
1) We decided to broaden our audience reach by connecting with new communities through creators, not just focusing on the interior design community who was impacted previously.
2) To show up as a premium & cool brand, we collaborated with creators who were both authentic and aspirational to our audience, and able to create curated visual content.
3) In order to build our emotional positioning, we sought creators who could craft narratives and understand the emotional needs that Philips Hue addresses within each community.
Idea: Set the mood
On social media, communities share ideas, rituals, and products that help them gain fulfillment in their lives. Philips Hue decided to join the conversation because the truth is that "Light positively influences our emotional perception of reality."
The strategy spotlighted the ability of Philips Hue to enhance the ambience of any space, whatever they were looking for: whether it was for joy, a moment of peace with their cat, or a romantic evening with their partner. The concept I created to encapsulate this idea was: “SET THE MOOD.'"
Execution
We chose micro and mid-creators to boost our engagement, and we collaborated with influencers from different areas (lifestyle, comedy, parenting,…), to help us to reach new audiences. We also kept collaborating with interior design influencers to strengthen our connection with this loyal community.
Creators could choose from our wide range of products and create a mix of upper-funnel content, and mid-funnel content that addressed specific community needs while highlighting product specifics.
Results
The results were impressive. The campaign reached over 28 million people organically and generated over 800.000 likes, shares, and comments on social media platforms. The influencer’s campaign success helped to elevate the Philips Hue brand to new heights in the Benelux region and reinforce its positioning as a leading innovator in the world of smart lighting technology.