Philips AquaPlus. Long Journey Campaign

Versuni Ukraine Антон Ечкенко - Marketing Lead OMD Optimum Media Катерина Кальніченко – Group Account Director Вікторія Степанова – Digital Account Head Олександра Лозинська – Account Manager Аксенія Фурдіяка – Account Executive Олександр Галиш - Digital Team Lead Олексій Шолох - PPC Group Head

Our client approached us and asked to increase awareness of Philips Sticks within the category, increasing brand preference and relevance. We also set out to create Philips AquaPlus as the best offer for fast and efficient complete W&D cleaning. We planned to increase the sales share of stick vacuum cleaners and optimize KPI. What did we use? The whole Philips approach is that we don't lose customers from awareness to purchase. So we decided to create targeted campaigns that use statistical data to maximize ad viability and recall/impact (CTV + watch time strategy). Also, we enhanced PMax&demand Gen with comprehensive business data for affluent users using all data types (1, 2, 3 parties) with relevant clear messaging for each prospect segment. Additionally, segmented audiences based on key factors – profitability, brand value, and engagement levels + activate these segments in dynamic DPA sets.  And it gave a great result: 24% growth of sales Sticks in December 2023 compared to December 2022 27% growth of sales for the Floor category in December 2023 compared to December 2022 +128% to Action vs planned KPI Actual CРA -56% compared with the planned level