The “King of the Jungle” campaign (July 26 - August 16, 2013) was targeted for the men in the “Philips Personal Care” Facebook community and was created to promote Philips Care products to young men (18-30) in the urban environment, who take care of their appearance and are very open-minded when it comes to new products and trends. Our key-messages focused on the desire of men to look good, to possess the latest gadgets and to be cool and always in the center of attention.

The app was supported by a Facebook Advertising campaign.
General Information:
Strategy: Philips is one of the most popular personal care brands in Romania, with a portfolio of
premium products destined both for women and men.

One of the most important communication channels of the brand is its Facebook page,
In order to promote the Philips products to the men
in our community (a total of 32% of the fan base), we engaged them in a “manly” brand
experience - a journey specially created for them, in which they had to prove they are true
kings of the jungle. Thus started the search for the best and most fit men, that have conquered
the urban jungle with their own style.

Marketing challenge:

- Position Philips as a top-of-the-mind brand for personal care products destined for men.

- increase brand awareness
- increase brand engagement
- increase the fan-base of the Philips Personal Care Facebook page

Men 18-30, urban

The Facebook app was tailored to the communication concept for the products destined for
men. The main message of the campaign: With Philips products you can tame your hair, no
matter what your personal style may be.

The app was supported by a Facebook Advertising campaign, as well as a content strategy within the Philips Personal Care Facebook page.
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