philips west africa digital strategy

DIGITAL STRATEGY

A Digital Marketing Communications Campaign Proposal 2016

Presented by Omotolani Badara

©Please note that all ideas and

materials contained in this document are property of

Omotolani Badara and remain confidential

Background: About the Philips Brand

• The Philips brand was re-launched globally in November 2013. The Philips brand at its core promises to deliver innovation that matters to the consumer, and the internal shift therefore is that the customer is in the middle of the business.

• The Philips Africa brand re-launched in 2015 with the aim of building brand awareness, equity and preference. The brand re-launch embodies Philips’ aspirations of delivering innovation that matters to consumers.

Sectors: Healthcare, Lighting, Consumer Lifestyle

Situational Analysis: Online Assets

www.philips.com• Desktop and Mobile• Mobile Responsive• A blog with details

about Philips activities (where articles live)

facebook.com/philipsNigeriatwitter.com/philipsghanatwitter.com/philipsnigeria

Where content is shared to drive conversations and engagement

The Philips Air Fryer Recipe App• Contains 200+ recipes• Shareable content on social

media platforms


www.youtube.com/philipsplay

Houses the brand’s video content

Google + LinkedIn


Source: Website Grader

Situational Analysis: Our current reality in Africa

• Philips is currently viewed as a staid brand “My father’s / grandfather’s brand”

• Amongst the Business to Government (B2G) audiences, Philips is perceived as a “trader”; solely profit-oriented with no interest in the betterment of citizens

• Stakeholders perceive Philips to be a “startup” in Africa

Situational Analysis: Technology in West Africa

In recent years, Africa has become a testing ground for breakthrough ideas, innovative high-tech products and disruptive start ups.

A lot of Multinationals and entrepreneurs are looking to tap the continent’s potentials. Economists have listed the African continent as one that holds a promising future for digital technology and innovation

Currently, over 55million Africans use their mobile phones to connect with others.

Source: Bloomberg.com, Digital Innovation is Booming in Africa.

Situational Analysis: External Environment

Nigeria is presently facing trying timesBusinesses and citizens are all cutting costs.

SWOT Analysis Strengths• Has subsidiaries in more than 100 countries

Has a very strong R&D portfolio• Strong brand equity - market leader in

cardiac/respiratory care, and home healthcare, energy efficient lighting solutions with consistent growth rate in emerging market

• Customer loyalty is high for consumer electronics made by Phillips

Weaknesses• Highly competitive market in electronic

appliances from international brands• Higher price quotient compared to

competitors

Opportunities• Increasing demand for sustainable and

green lighting products

Threats• Availability of cheaper technology • Environmental and other government

regulations• Highly competitive business environment

Source: Mbaskool.com

Competitive Analysis

Source: Google Trends

Competitive Analysis

Source: Similar web

Business ObjectivesDevelop a solid, integrated digital marketing strategy that addresses the brand and business groups’ gaps for Philips in the West African market

Lay the foundation as well build the blocks that will allow Philips to tap into the potential and growing brand and business opportunities within the digital ecosystem

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To accelerate set up and growth of Philips West Africa ecosystem, that will allow the brand to maximize reach and connect with our broad target audience

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Communication Objectives Project that Philips is much more than a lamp / bulb /

electronics company. Drive brand reconsideration and education about the brands scope and breadth

To digitally shape our businesses and capabilities throughout the Philips West Africa ecosystem

Showcase that Philips has a wide range of life enhancing, innovative products that are available through our online retail portals and online distribution channels

Campaign Objectives: KPIs

• To increase reach on the Philips website by 8%

• To increase web traffic and conversion rate by 5%

• Increase social share actions by 2%

Target Audience Definition: B2B

Age 30 and above, Male/FemaleBusiness Owners/Entrepreneurs, Key Decision Makers, Thought leaders, Influencers in their various fields

Company size: A minimum of 10 employeesMake decisions that affects a number of peopleThey are passionate about the Nigerian sector/how their businesses can thrive in the Nigerian economy

SME owners, Heads of departments, Multinationals, companies with branch networksCare more about symbiosis and coexistenceWould engage with thought provoking and original content

Source: EY.com/coexistenceorsymbiosis

Audience InsightsAfrica is currently seeing the rise of new CEOs and entrepreneurs especially with the emergence of digital innovations; a lot of startups are beginning to emerge. Africa is being invented by a generation of young Africans that meet up, network and do business on digital platforms. These audiences are young, highly educated, knowledgeable, and entrepreneurial trendsetters.

The future of many brands depends on understanding these audiences.

Why?It is critical for the Philips brand to attract, motivate and retain millennial loyalty. To achieve this, the brand needs the loyalty of these champions of millennials in Africa.

Source: C-suites Secret Weapon for Innovation, Wall Street Journal (2015) Personal surveys and observation Forbes Insights (2010), The rise of digital c-suites

Online Behaviour: B2B Target Group

Source: Data generated from Personal surveys and one-on-one interviews

Google Search

Search for or read content related to work

View work-related videos online on business-related websites

Network professionally in an online community e.g. LinkedIn

Contribute or read micro-feeds via Twitter or a similar application

Social Networking

Videoconferencing e.g. Skype

News Content, CNN, New York Times, Financial Times

Book Plane tickets

Shopping

0 10 20 30 40 50 60 70 80 90

Audience Persona: B2B

KofiAge: 38Well travelledRole: Head of a Market Planning departmentManages a team of over 10 peopleDigital Savvy, Smartphone user, LinkedIn, Twitter user; goes on Twitter to discuss critical state of the nation conversationsMaybe a high value prospect and readily available through digital channelsDigital activities: Business Communications, Social NetworkingInterests: Entrepreneurial development, Business, Politics, Arts and entertainment, News sites

Target Audience Definition: Nigeria

Target Audience Definition: Ghana

Audience Persona: B2CDunniAge: 32Communications ConsultantFood and technology enthusiastInterested in maintaining and adopting a healthy lifestyleDigital Savvy, Upwardly mobile.Business communications, Social networking, shoppingInstagram, YouTube, Facebook, Twitter, Food channels/blogs, shoppingWilling to explore products that are truly innovative and makes her life easier.Interests: Arts & Entertainment

The Big Idea

Philips is at the heart of infinite innovations.Creating meaningful innovations isn’t just what we do. It is the entire essence of our existence. At Philips, Innovation is our hubWe are driven by the never ending quest to create innovative solutions.

Innovation Infinity

Philips…. The birthplace of innovation

Master Brand Campaign Plan

Media Strategy:The R.A.C.E framework

Reach Act

EngageConvert

Objective: To reach high net worth users online, build brand awareness.Strategies to achieve this goal: Display Advertising, Influencers, Rich Media Advertising, Google Search, YouTube adsChannels: Content Marketing, Digital Billboards at airports, Direct Placements, Social Media AdsKPIs: Nos of impressions served,

Objective: Encourage audience to interact with the brand Strategies: QR codes on print/magazines, Sign up for newsletters and events, Social Media likes and followers, effective use of big dataKPIS: Number of registrations and signups, Number and % of social shares.

Objective: To increase number of web conversionsStrategies: Mobile responsive website, ecommerce, Social Media Likes and followersKPIs: %of conversion rates

Objective: To engage and build customer relationshipsStrategies: Email Marketing, Social Media, Sponsored PostsChannels: Twitter Service centreKPIS: Increase in brand mentions

Media ChannelsGoogle Search Ads

Why?Most of web traffic is generated from Search.Also, based on audience insights, 70% of consumers use Google Search most frequently for information.

These audience are in a decision making state. The goal: Increase reach and visibility for the brand and target ads to meet consumers at the very point of their search.

Media ChannelsGoogle Search AdsThe Approach:Topics and contextual targeting will be used to target the right audience online.Ads will be shown to the right audiences whenever they are consuming content online.

The goal:Increased brand visibility and awareness among target audience and web traffic.

Keywords such as how to fry the healthy way, where to buy quality and innovative healthcare products, lighting, etc

Media ChannelsSearch Engine OptimisationWhy? 99.2 per cent of web traffic is from Organic search.

The approach:Optimise the Ghana and Nigerian website for certain keywords such as innovative kitchen appliances, healthcare, etc.

The goal: Increased brand visibility by 10 per cent

Media ChannelsDisplay Advertising and Rich Media Advertising

Why?An effective platform for consumers to engage with the brand.

The Approach:Topics targeting, contextual and interest targeting will used to target the target audience online.

Placements: CNN, Bloomberg Forbes, Reuters, The Economist

Media ChannelsSocial Media Ads and Promotions

Facebook, YouTube, Twitter, Instagram

Approach: Use the storytelling approach and emotional appeal to emphasize product information and innovation. Philips has been in existence for 125 years; lets do some chest beating about that! Ways in which Philips is constantly transforming various sectors, businesses and quality of lives

Tell a story about how the brand has evolved and dedicated innovation through every sphere of the consumers lives

Media Channels

Content DistributionContent would be centred on key areas that the target audience are interested in.

Innovation, Developing the West African economy/healthcare, healthy living, entrepreneurial development, business and industry, etc.

Content will be distributed via Outbrain, LinkedIn Pulse, Website

Media ChannelsQR codes on Print and airplane magazinesQR codes takes users to the Philips website for further product information

Digital Bill boards in shopping malls

Why? Integration: Connect with the target audience using more than one platform, an effective platform for consumer engagement and awareness

Media Channels: ConvertSign Up for Newsletters

Social Media Followers and Likes

Media Channels: EngageEmail Marketing

Why?

Permission based email marketing is an ideal way of promoting the Philips products and events to members who have requested to receive such emails.

The Approach:Emails will be sent at intervals to inform consumers about Philips products, events, promotions, etc.

Philips Visiq Campaign

Mobile App Development

What is it? A proposed mobile app for pregnant women (Maternity and child care). Proposed to serve as a form of first aid for maternal care. Users can type in symptoms

App Functionalities• Medical information/advice from OB/GYNs• Community of other expecting mothers• Due date notification• Premium/Basic Features

App will be available on Google Play store with the approval of The Federal Ministry of Health and other regulatory bodies.


Why?Maternal mortality rates in West Africa are among the highest in the world.Every day, approximately 830 women die from preventable causes related to pregnancy and childbirth.1 in every 30 pregnant woman die every day from childbirth.

The App is proposed to equip the average African woman with relevant information to help her through out the course of her pregnancy journey.

Source: World Health Organisation Maternal Mortality Report (2014)


The Approach:In App Advertisements for consumer lifestyle products

The goal:• It creates an opportunity to push Philips Visiq to

Key Decision Makers in the Health sector • Creates an avenue for Philips to project its effort in

improving consumers’ life• Increased brand visibility and awareness• Trigger reconsideration for the brand and an

appreciation of the breadth of our portfolio

Amongst the Business to Government (B2G) audiences, Philips is perceived as a “trader”; solely profit-oriented with no interest in the betterment of citizens

Philips Air fryerRe-Invent Food Ghana/NigeriaA proposed food fair/exhibition where consumers discuss how innovation/technology is changing the way they cook and making life easier for themWho should attend?Food bloggers, Food enthusiasts, tech and innovation enthusiasts

A good way to push the Philips Air fryer and inform the target audience about its product offerings

Why?Integration: To build customer experiences and engagement with our offline audience

Placement ideas: Knorr’s Youtube page, etc.

Co Innovation Lab: Let’s create awesome!The future of Digital Innovation in West Africa

Engage key stakeholders in West Africa to discuss how innovation is revolutionizing the continent and how Philips is taking the lead in innovation.

Why? SymbiosisTarget Audience are excited about the idea of creating something, thus, creates an opportunity for the brand to emphasize all of its innovative product offerings in healthcare, consumer lifestyle and lighting.

The goal: In the long run, the co-innovation lab becomes something like a Social Media Week and consumers start to see Philips spearheading innovation in the region

Measurement and Analysis

Google Analytics

• Measure web traffic sources by location

• Determine what channel is driving the most engagement

• Measure time spent on website by users

• Monitor user engagement over time

• Monitor how users interact with the page and micro and macro conversion based

Measurement and Analysis

Google Trends

Monitor and track the brand’s online mentions.

Facebook InsightsTwitter Insights

• Measure engagement on content i.e. likes, comments, shares, retweets

Thank You