Setup

Philips consolidated its entire portfolio of home appliances, personal care and health devices, and lighting, eager to reintroduce the newly named Health Continuum into the Canadian market.
Strategy

Develop and produce content tailored for a variety of distribution platforms, each chosen to reach the target demographic for a given product with maximum impact.

The campaign’s results were remarkable. The Pasta Maker spot series alone garnered over 3 million unique social media impressions through targeted online distribution and partnerships with food industry influencers.
Branded Tutorial

What better way to spark conversation about Philips’ new Pasta Maker than featuring one of Canada’s most beloved chefs? CBC’s Christine Tizzard led a series of instructional lifestyle recipe videos, demonstrating how easy it is to create delicious meals with fresh pasta.

Grassroots Campaign

Fashion influencers tapped into their social communities by sharing hand-drawn portraits of themselves sporting new facial hair. Sponsored articles further inspired followers to experiment with fresh looks using Philips’ Norelco product line.

Documentary Series

To reach seniors, real Lifeline users were featured in branded video spots, offering a candid and heartfelt look at how medical alert technology can improve lives. The series generated over 10 million impressions and 60 media placements at a cost of $0.004 per contact. Beyond creating a highly positive tone throughout the senior community, this flagship Lifeline spot was placed in the permanent collection at the Philips Museum in Amsterdam.

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