Electronics Company
Philips: When the Home Appliance Giant Benefits from the Best Reviews in the Market
+ 280
reviews
collected
+ 100
posts
+ 1 K
opt-ins
+ 100
ambassadors
CMS
The Brand
Ranked high in the list of the largest home appliance brands, the Philips group has chosen to trust Trustt to boost sales of two of its product lines, Philips One Blade and Philips Sonicare. The brand’s reputation, coupled with authentic and comprehensive reviews from Trustt ambassadors, have greatly contributed to the success of the technological gems offered by both product lines.
This world-renowned group needs no introduction! Koninklijke Philips N.V., commonly known as Philips, is a Dutch company that is now among the largest “home appliance brands. Philips divides its activities into three strategic areas: consumer goods, ‘healthcare’, and” lighting. Within its “consumer” division, Philips excels in the men’s shaver market with its Philips One Blade range and in the electric toothbrush market with the Philips Sonicare range.
The Objective
Strengthening Consumer Confidence in the Benefits of Philips Products
With a strong brand image built over years, Philips’ international reputation is well-established! However, some innovative products such as the Philips One Blade Pro razor and the two Philips Sonicare Prestige 9900 and ProtectiveClean 4300 electric toothbrushes were still seeking their target audience.
The Philips digital team knew that to deliver the right messages at the right time when you have the right products, you need to know your consumers perfectly: their needs, desires, and expectations… And to build an adequate e-reputation and make products go viral on the web, data plays a fundamental role!
The brand therefore contacted Trustt to collect valuable data on their target audience but also to obtain qualitative publications on social networks and authentic, detailed reviews on product pages. The challenge? To strengthen consumer confidence in the real benefits of these new products and consequently increase the conversion rate!
The Solution
An Ambassador Program = a Highly Targeted Community
Since January 2021, Philips has relied on the implementation of the Trustt ambassador program on their site to recruit a panel of ambassadors that perfectly matches their offer and to collect proprietary data. In this context, 3 product campaigns were carried out: 1 for the Philips One Blade Pro shaver and 2 for the Philips Sonicare Prestige 9900 and ProtectiveClean 4300 toothbrushes.
These 3 campaigns allowed the brand to recruit a total of hundreds of highly targeted ambassadors, including nearly 40% influencers: an engaged community, perfectly aligned with the brand, which has been the ideal spokesperson for its new technological gems! As for the Philips group, it has benefited from numerous useful outcomes to develop their notoriety and therefore their sales…
The Results
Reassurance Thanks to Numerous Ambassador Reviews
Philips was able to benefit from a total of more than 280 reviews across all three organized campaigns. All these authentic and detailed reviews allowed the home appliance giant to identify what people like or dislike, to reassure consumers about the benefits of these products, and subsequently send targeted messages that impacted engagement and conversion! These reviews are also visible on the Mon Vanity Idéal media, which brings together a community of 260,000 members and concentrates the most comprehensive consumer reviews in the market.
Beyond providing information on the smallest product features (packaging, benefits, sensory aspects, who to recommend it to, etc.), Trustt reviews have also been a wealth of information about… The ambassador who used the product! Age, lifestyle, skin type, hair type… Having this type of data made it much easier for readers to identify or not with the product user and know if they could have the same experience.
Social Publications: Word-of-Mouth 2.0
UGC (User Generated Content) is valuable content, as it embodies the “2.0” version of traditional word-of-mouth. What’s more powerful than a product recommendation made by an internet user who resembles us, whom we identify with, or even feel we know personally?
The UGC from brand ambassadors allowed Philips to greatly expand its digital presence and reach a wider audience. With its Philips One Blade Pro campaign orchestrated by Trustt alone, Philips was able to reach a circle of 311,400 people! So many relevant profiles likely to place an order…
In total, more than “a hundred publications of all kinds (Instagram posts, stories, Facebook or Twitter posts…) were published at the end of the three campaigns. UGC also provides good opportunities for Philips to interact with its community,” exchange, but above all to reshare the published content to maximize the value of these super-contributors!
Usage Test Results
The usage test results provided by Trustt allow Philips to quantify the ambassadors’ feedback regarding their experience with the product.
This data is precious and can be used in all of the brand’s communications!
For example, we can observe that the Philips One Blade Pro ambassadors unanimously found the device to be precise, gentle, and modern!
Finally, the Trustt tool also allowed the brand to collect nearly 1K segmented opt-ins to enrich the brand’s database.
Philips can now send the right messages targeting the right people! Sending these targeted communications to a qualified audience contributes to building its community and improving the conversion rate of its e-shop thanks to quality traffic.
