When Philips introduced a new garment care product with no temperature setting – I developed the strategy and tools to help markets globally create a standout launch campaign.
When it was introduced, Philips PerfectCare was a true innovation in garment care – an iron with no temperature setting dial, suitable for any fabric. Philips wanted a 360 campaign that raises awareness in an impactful way, while at the same time positioning the product as a revolution in ironing.
Build excitement at launch, and generate ‘test & review’ coverage that introduces PerfectCare with impact, telling the story of the new product innovation and how it makes consumers’ lives easier.
Supporting the campaign’s main media channels (TV and online), a comprehensive PR toolkit was created with touchpoints centred around professional endorsers, blogger and media outreach, and influencer seeding.
As a result of this campaign, Philips took 3x more orders than forecasted, in addition to strong double-digit market share gains compared to before launch, ranging from +17% to +51%.
The campaign also received the highest pretesting scores in message clarity, purchase intent, and other metrics of any Philips campaign in the previous 5 years, benchmarking the campaign for the organisation.