Philips Lighting

Philips Lighting Digital Strategy- Past, Present and forward

About the brandFor 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.

Sales and presence in IndiaThe 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 valueThe company is growing its LED lamp and luminaire business at 78%Making it one of Philips top priorities

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

Current Digital Presence India specific website

Current Digital Presence Facebook Page Product based content

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

Current Digital Presence Relevant contests for consumer engagement Diwali contest

Current Digital Presence Twitter Page Content plugged in from Facebook along with engagement

Analysing CDPProsInformative and easy to navigate websiteWell defined content on Fb pageProduct Specific ContentOccasion based contests Diwali etc.New developments regularly updatedYouTube plugin Active Twitter account

ConsFb page Lack of regular engagement on Fb page everyday updates, opinion polls etc.One off contests dont compensate for regular engagement

Previous Campaigns

Ranbir Kapoor Music VideoRanbir Kapoor, brand ambassador, launched Philips Lighting with a music videoNot 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 offersUnconventional approach to make a low involvement category like lighting move into a dynamic space.No branding Only engagement to get consumer hooked

Previous Campaigns

Ranbir Kapoor Music VideoResultsOver 3.8 views on YouTubeLED Lighting given the cool quotientNo branding made it look more authentic

Previous Campaigns

An idea where Philips Lighting lit up the Gateway of India with a 16 million colour paletteMumbaiInANewLight.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 nightDone in partnership with MTDC, on the 100th year of Gateway of India, this event brought the brand to the forefront

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Previous Campaigns

Mumbai in a new light went socialBesides 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.

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Previous Campaigns

TheFacebook pageof 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.

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Previous Campaigns

ResultsMumbaiInANewLight.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 weeksFollowing 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

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Previous CampaignsPhilips Modular Kitchen Built to Last campaignTVC campaign showed modular switches were built to lastDigitally, 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.

Previous CampaignsResultsHigh consumer engagementEasy way of communicating Built to LastWell integrated with overall communication

Analysing Previous Campaigns

ProsLaunch of LED lighting with Ranbir Kapoor music video - Innovative, edgy and effectiveMumbaiInANewLight Worked for the brand + MTDC, high and effective consumer engagement across platformsBuilttoLast Consumer engagement, first of its kind for modular switches

ConsSupports 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 SwitchesMore innovation can be called for, on social + ongroundNo India specific BLOG

So where does the brand stand currently?Well established and successful launches through TV and digitalActive Facebook and Twitter with product centric consumer updates, and regular updates making the brand approachableBut there is scope for a lot of improvement

Way forward

Content Strategy How can Philips Lighting do better?Whats needed? Content to be diverse Oreo India being one example where different content is plugged on different networksTheir brand awareness campaign with#DailyDunks with Bollywoods heartthrob Ranbir Kapoor, was a hitThey focus on their product for every piece of content, they share on social mediaExpansion to Instagram, Pinterest, and Youtube.

Content Strategy How can Philips Lighting do better?Philips Lighting couldLighting 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 #lightupLighting could be plugged in effectively on pictorial social platforms Instagram and Pinterest.

Content Strategy How can Philips Lighting do better?

Whats needed?Flipkart made sure they adopted TVCs that were quirky, funny and topicalThanks to their topicality, shares across social media were immensePhilips Lighting need not take TVCs as a route, however topical videos bringing lighting and a relevant topic together could be a good toolThe idea is to create videos that are relevant, shareable and square to the brand

LED lighting InnovationsWhats needed?In Canada, during the annual North by Northeast (NXNE) music, arts and interactive media festival, Samsung Canada LED billboardreportedly the nations largestIt was used to showcase Samsungs product launches, promotions and partner programs, along with community updates.Philips Lighting can take a cue from Samsung in this regard

LED lighting InnovationsPossible innovationsLED Billboard in places which are deserted and dark, for womens safetyLED Billboard that comes alive with your tweets - #LightUp etc. This billboard could be Indias first Twitter led LED billboard

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.

Whats missing?No digital communication on other Philips Lighting products Luminaries Indoor and Outdoor, Lighting Controls, Solar and Special LightingNo 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 blogConsidering 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 Weve 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

Final Thoughts Innovation is keyAn overarching digital strategy exclusive of TV communicationLaunch of new products and services digitally for instance, Solar lighting has great potentialIndia 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 MumbaiInANewLightMore investment in digital with respect to sales contribution

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