Philips Domestic Appliances

The Objective

Cooking can be a chore after a long day at work or school. Spending another hour in the kitchen may be a bridge too far for some. To ease the burden of whipping up a meal, and a healthy one at that, Philips Domestic Appliances launched an air fryer that gets the job done easily.

The company set its sights on increasing product awareness for its air fryer in Indonesia, home to a plethora of cuisines and millions who cook their own food daily. What it needed was a creative way to reach Indonesians, and TikTok's melting pot of users provided an ideal solution for Philips Domestic Appliances to spotlight its air fryer across the islands.

The Solution

This is where TikTok's Branded Hashtag Challenge and Branded Effect come in. With these ad solutions in hand, Philips Domestic Appliances ran a broad campaign starting August 24, 2021 to get people excited about their air fryer. And so, TikTok's creative community got to work.

Users were encouraged to submit videos of themselves dancing along to cheery music under the hashtag #AirfryerMaster. The Branded Effect supplemented the content with an interactive filter that revealed certain foods that can be cooked using the air fryer. Users could flash one of three hand gestures—show their palm, a peace sign or thumbs up—and different food stickers would appear on the screen, showing users options of what they can cook in their air fryer. The interactivity of the Branded Effect attracted attention and encouraged users to try the effect multiple times.

To drive more users to the challenge page, Philips Domestic Appliances used TopView ads, which appear at the top of users' For You pages upon opening TikTok. It also employed clickable Brand Premium In-Feed Ads, randomly placed among the first 130 videos a user sees to redirect them to the challenge. While the exciting ad visuals were enticing, the attractive prizes—including the Philips air fryer and vouchers—boosted engagement even further.

The Results

Helping people discover an invaluable kitchen aid worked like a charm. Philips' Branded Hashtag Challenge garnered 3.18 billion video views and 1.54 million created videos. Cooking is clearly not only a way of life in Indonesia but also a passion.

Philips Domestic Appliances also ran a Brand Lift Study to gather data that could be translated into actions to help improve its future campaigns. Through the study, it was discovered that users also remembered the Philips brand well as the campaign reported a 3.2% lift in Ad Recall. While the campaign only lasted a little over two weeks, it secured resounding results from a simple challenge that got everyone grooving.

For Philips Domestic Appliances, too many cooks do not spoil the broth—they create wonderful flavours that attracts everyone.