Philips
Breaking Ground Globally! Versuni's Pioneering Sponsored Mission Engaged a Unique TikTok Community, Generating Excitement and Enhancing Familiarity with Philips Airfryers!
The Objective
Owning a product category through inspirational native content
Versuni, the owners of popular Philips Airfryers in Turkey, wanted to solidify their market presence with the introduction of the new Philips Airfryer XXL. The primary objective was to spotlight the Philips Airfryer XXL, enhancing its recognition and stimulating sales
The Solution
Advanced branding bundle strategy via Sponsored Mission
As the FoodTok craze continues to dominate TikTok content, brands are eagerly exploring innovative approaches to stand out from the crowd.#airfryerrecipes emerges as a global and Turkish sensation, teeming with captivating culinary creations featuring creative recipes using airfryers at its core, highlighting the culinary prowess of the TikTok community.Versuni was delighted to uncover the widespread love for Philips Airfryer within the vibrant TikTok FoodTok community. During Ramadan, well-known for its airfryers, Versuni recognized this opportunity and seized the moment through the first of its kind Sponsored Mission activation globally.Sponsored Mission allowed Versuni to own the existing #airfryerrecipes trend on TikTok and also empowered them to crowdsource creator content from the TikTok Community using Philips Air Fryers, at scale.
The Results
Resulted in +13% uplift in Brand Familiarity and tripled "Philips Airfryer" related searches on TikTok
By leveraging Sponsored Mission, Versuni were able to successfully own the conversation of an existing TikTok trend and witnessed significant lifts in Familiarity (+13 p.p) and Preference (+6 p.p) with Philips Airfryers.By using a strong ad bundling recipe to continue the conversation in feed, Versuni were also successful in driving curiosity for the product (3x TikTok Searched for Philips Airfryers)
We are proud of our "marketing firsts" and brand communities as much as we are proud of our innovative products. We succeeded in reaching the right audience through rich content and maximized engagement with our campaign strategy built for Philips Airfryer XXL. Today, we are excited to create a brand community on TikTok who constantly creates organic content via #airfryertarifleri.
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