Philips Hue

Integrated Campaign to Promote the Smart Lighting System

Background

The smart, wireless lighting system Philips Hue should be made tangible, and the functionality of the app explained. Two campaigns were designed for Instagram and Snapchat to achieve this.

Objectives

  • Product promotion
  • Product explanation
  • Generating reach
  • Distribution of the branded hashtag

7

Influencers

4,9 M

Reach

Influencer Selection

Based on the target group and campaign objectives, Instagram and Snapchat were defined as the main channels. Fittingly, we engaged 7 female influencers. Alongside the target group and brand fit, the thematic focus on interiors and families should be supported by high-quality content.

Vibrant Enthusiasm on Instagram

Under #philipshue, the influencers showcased the product and demonstrated how the smart lighting system could create individual lighting moods. The community reacted very positively and with clear buying signals.

Instagram

111.500

Interactions

3,6 %

Engagement rate

Intense Feedback on Snapchat

On Snapchat, the influencers explained the installation of the lighting system and how to use the app in short videos. The followers used the influencers as experts, asking for advice or recommendations.

Snapchat

69

Snaps

12.300

ø Views/Snap

“The choice of the right channels shouldn't be underestimated. On Instagram, influencers get a lot of likes and positive comments very quickly. On Snapchat, there's a more direct, personal exchange.”

Björn Wenzel
Founder and CEO, Lucky Shareman

The Result

Thanks to the strong brand identification and enthusiasm for the products, the influencers published more posts above and beyond the content booked. As a result, they generated additional content with 915,000 contacts.

“After installing the lamps, my boyfriend wants to furnish the whole apartment with them now. I'm very excited and look forward to the collaboration!”

Joana Heinen
Influencer

Services

  • Strategy
  • Selection and Approach of Influencers
  • Contract Negotiations
  • Creative Briefing
  • Campaign Accompanying
  • Campaign Evaluation

Instagram, Blog, Twitch, Youtube, Twitter

4,9 M

Reach

915.000

Additional reach

111.500

Instagram interactions

3,6 %

Engagement rate