Results Built a new brand identity and social presence for the Philips headphones category, targeting Generations Y and Z.
31M+
total audience reached
6M+
video ad views
2%
avg ER across channels
7K+
new brand followers
5K+
detailed product reviews published
70+
influencer placements
Context Philips had strong name recognition in consumer electronics, but its audio category had gone quiet. The brand had no distinct voice, no ownable positioning, and no real connection with younger audiences. Competitors were dominating the conversation while Philips Audio faded into the background.
Challenge Revive the headphones category from scratch: build a new brand platform, define a communication strategy, and establish a presence in digital channels relevant to Generations Y & Z. The brand needed more than a campaign — it needed a new identity and a reason for people to care.
Strategy I took the brand name itself as the creative spark. "Philips" sounds like "Feel" — and that became the platform idea: Feel the Music. Not just hear it, feel it. This insight shaped everything: the visual language, the tone of voice, the content pillars, and the influencer approach. Instead of talking about specs, we talked about music as an experience. We positioned Philips Audio as a brand for people who are genuinely obsessed with sound, curious about its history, excited by experiments, and always chasing the next great listen.
Execution We launched a full brand platform across social media with a visual style built around music culture. Content covered stories from the music world, sound experiments, unusual genres, artist conversations, and curated collections of festivals, concerts, films, and tracks. To bring the platform to life authentically, we partnered with Z-generation bloggers who created native content that felt organic to their audiences. Over 70 influencer placements ran between June 2019 and September 2020, alongside a full suite of social media promo materials.
