Philips Hue is a popular smart lighting brand known for its wide range of connected lights, lamps, and accessories that can be controlled through a smartphone app.
To increase brand awareness and showcase the versatility of Philips Hue products in an everyday environment, DEPT® launched an influencer marketing campaign on social media.
Signify challenged us to showcase the functionalities and versatility of Philips Hue products in an everyday environment for the Benelux market. In addition to increasing awareness and brand consideration, Signify also wanted to have the usage rights of all content created for their online channels and paid media.
The starting point
Since the campaign was centered around showing the versatility of Philips Hue products in various situations, an influencer campaign was naturally our go-to strategy.
Influencers can effectively showcase the versatility of Philips Hue products in a diverse range of scenarios, as they provide a glimpse of their personal lives to their audience. This also showcases a range of situations where the Hue products can be utilized.
Showcase the ease & versatility of Philips Hue
The campaign was designed to showcase the ease and versatility of the Philips Hue lighting system and its ability to enhance the ambiance of any space.
We wanted the influencers to create a series of Instagram and TikTok posts demonstrating how Philips Hue lights could be customised to suit different moods and occasions. For example, Philips Hue can be set to a warm, cozy glow for a movie night or a vibrant, colorful display for a party.
Apart from the visual aesthetic, it was essential to highlight the functionalities and settings of the Philips Hue app. For example, the convenience of being able to control the lights from a smartphone app makes it easy to adjust the lighting on the go.
Through collaboration with influencers, we were able to showcase the endless possibilities of Philips Hue smart lighting, transforming ordinary moments into extraordinary experiences.
Marco Wallenburg, Lead Influencer Marketing Manager, DEPT®
Creative freedom is key
The campaign involved partnering with several lifestyle and home decor influencers on both Instagram and TikTok, both chosen for their creative content and engaged audiences.
Each influencer was provided with Philips Hue smart lighting products, showcasing its various features and benefits through posts and stories.
The influencers were given creative freedom to develop personal content, and many came up with unique ideas to highlight the different ways in which Philips Hue could be used to enhance their homes. Some influencers showcased the lights’ color-changing capabilities, while others demonstrated how they could create moods and atmospheres for different occasions.
As the campaign progressed, the influencers began to engage with their followers, answering questions and offering tips and tricks for using the Philips Hue products. They also created a sense of community around the brand, with followers sharing their experiences and ideas for using smart lighting.
Effective partnership: lifestyle & home decor influencers
Overall, partnering with lifestyle and home decor influencers effectively enabled Philips Hue to reach its target audience and showcase the benefits of their smart lighting products.
By leveraging the influencer’s existing audience and expertise in the home decor space, Philips Hue was able to build brand awareness and drive engagement.
Moreover, by partnering with influencers genuinely passionate about the product, Philips Hue created authentic, engaging content that resonated with their target audience.
Going viral
The campaign has been making waves across social media, thanks to the viral posts of some of our influencers. These posts have captured the attention of millions of people, sparking conversations and generating a buzz around the product.
With their unique and creative approaches to showcasing the innovative lighting technology of Philips Hue, these influencers have managed to connect with their audiences in a truly authentic way, inspiring them to join the conversation and share their own experiences with the brand.
Elevating the Philips Hue brand to new heights
The campaign reached over 28 million people organically and generated over 800,000 likes, shares, and comments on social media platforms.
The campaign’s success can be attributed to the adept selections made by the influencer team at DEPT® and the collaborative efforts of the influencers, who have been carefully chosen to promote the brand.
This influencer campaign’s success has helped elevate the Philips Hue brand to new heights and establish it as a leading innovator in the world of smart lighting technology.
28M
Organic reach
300+
Pieces of content
800K
Engagements
4%
Engagement rate
Questions about influencer marketing?
Lead Influencer Marketing Manager
