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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 facebook.com/philipsNigeria The Philips Air Fryer Recipe App
• Desktop and Mobile twitter.com/philipsghana • Contains 200+ recipes
• Mobile Responsive twitter.com/philipsnigeria • Shareable content on social
• A blog with details
Where content is shared to drive media platforms
about Philips conversations and engagement

activities (where

articles live)

Situational Analysis: Online Assets

Google +
LinkedIn

www.youtube.com/philipsplay
Houses the brand’s video content

Situational Analysis: Online Assets

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 times
Businesses and citizens are
all cutting costs.

SWOT Analysis

Strengths Weaknesses
• Has subsidiaries in more than 100 countries • Highly competitive market in electronic

Has a very strong R&D portfolio appliances from international brands
• Strong brand equity - market leader in • Higher price quotient compared to

cardiac/respiratory care, and home competitors

healthcare, energy efficient lighting

solutions with consistent growth rate in

emerging market
• Customer loyalty is high for consumer

electronics made by Phillips

Opportunities Threats
• Increasing demand for sustainable and • Availability of cheaper technology
• Environmental and other government
green lighting products
regulations
• Highly competitive business environment

Source: Mbaskool.com

Competitive Analysis

Source: Google Trends

Competitive Analysis

Source: Similar web

Competitive Analysis

Source: Similar web

Business Objectives

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

2 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

3 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

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/Female
Business Owners/Entrepreneurs, Key Decision Makers, Thought leaders, Influencers in
their various fields

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

SME owners, Heads of departments, Multinationals, companies with branch networks
Care more about symbiosis and coexistence
Would engage with thought provoking and original content

Source: EY.com/coexistenceorsymbiosis

Audience Insights

Africa 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

Shopping
Book Plane tickets
News Content, CNN, New York Times, Financial Times
Videoconferencing e.g. Skype
Social Networking
Contribute or read micro-feeds via Twitter or a similar…
Network professionally in an online community e.g. LinkedIn
View work-related videos online on business-related websites
Search for or read content related to work
Google Search

0 10 20 30 40 50 60 70 80 90

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

Audience Persona: B2B

Kofi

Age: 38
Well travelled
Role: Head of a Market Planning department
Manages a team of over 10 people
Digital Savvy, Smartphone user, LinkedIn, Twitter
user; goes on Twitter to discuss critical state of the
nation conversations
Maybe a high value prospect and readily available
through digital channels
Digital activities: Business Communications, Social
Networking
Interests: Entrepreneurial development, Business,
Politics, Arts and entertainment, News sites

Target Audience Definition: Nigeria

Target Audience Definition: Ghana

Audience Persona: B2C

Dunni

Age: 32
Communications Consultant
Food and technology enthusiast
Interested in maintaining and adopting a healthy lifestyle
Digital Savvy, Upwardly mobile.
Business communications, Social networking, shopping
Instagram, YouTube, Facebook, Twitter, Food channels/blogs,
shopping
Willing to explore products that are truly innovative and
makes her life easier.
Interests: Arts & Entertainment

The Big Idea

Innovation Infinity

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 hub
We are driven by the never ending quest to create
innovative solutions.

Philips…. The birthplace of innovation

Master Brand Campaign Plan

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

Objective: To reach high net worth Reach Act Objective: Encourage audience to
users online, build brand awareness. Convert Engage interact with the brand
Strategies to achieve this goal: Display Strategies: QR codes on
Advertising, Influencers, Rich Media print/magazines, Sign up for newsletters
Advertising, Google Search, YouTube and events, Social Media likes and
ads followers, effective use of big data
Channels: Content Marketing, Digital KPIS: Number of registrations and
Billboards at airports, Direct signups, Number and % of social shares.
Placements, Social Media Ads
KPIs: Nos of impressions served, Objective: To engage and build
customer relationships
Objective: To increase number Strategies: Email Marketing, Social
of web conversions Media, Sponsored Posts
Strategies: Mobile responsive Channels: Twitter Service centre
website, ecommerce, Social KPIS: Increase in brand mentions
Media Likes and followers
KPIs: %of conversion rates

Media Channels

Google 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 Channels

Google Search Ads

The 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 Channels

Search Engine Optimisation
Why?

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 Channels

Display 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 Channels

Social 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 Distribution

Content 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 Channels

QR codes on Print and airplane
magazines
QR 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: Convert

Sign Up for Newsletters
Social Media Followers and Likes

Media Channels: Engage

Email 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.

Mobile App Development

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)

Mobile App Development

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 fryer

Re-Invent Food Ghana/Nigeria

A proposed food fair/exhibition where consumers
discuss how innovation/technology is changing the
way they cook and making life easier for them
Who 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?

Symbiosis
Target 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 Insights
Twitter Insights

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

Thank You