The Problem
At the first-ever virtual CES, Philips aimed to transform media and consumer perception of the brand from a provider of everyday domestic solutions to a global leader in health technology and wellness. While Philips products continue to generate coverage and increased share of voice, the brand wanted to create broader awareness of its personal health portfolio and innovations.
Our Solution
We leaned into strong relationships with consumer health and technology media to re-introduce them to the brand. Media were invited to join a custom, immersive digital experience – the Philips Healthy Neighborhood – with a pre-seeded personalized audio introduction, followed by a survey about how their perception of Philips has changed as a measure of success for the transformation.
Results & Impact
This initiative generated 703MM+ earned media impressions, and beyond traditional content, media reception was overwhelmingly positive, with stellar feedback shared about the overall brand learnings and media experience from outlets like Health, CNN and O, The Oprah Magazine. All respondents to the perceptions survey said they are likely to recommend Philips and 90% are likely to consider Philips as a HealthTech leader.
