When a product’s key feature isn’t first- or second-to-market, a rethink of the product launch playbook is required. So when asked to launch Philips’ new PerfectCare steam iron in South Korea – with the priority goal of driving sales – we brought the benefits of ‘Optimal-Temp Technology’ to life for consumers in a creative way and drove compelling, easy-to-use ecommerce experiences.

The Execution

At the heart of our launch program? Insights gathered from primary research that revealed consumers’ ironing angst. This set the stage for our three-pronged approach.An entertaining hidden camera video drove awareness and strong word-of-mouth about the iron’s “never burn” technology.

Behind the scenes:An entertaining hidden camera video drove awareness and strong word-of-mouth about the iron’s “never burn” technology.

We used data-informed audience segmentation and ongoing retargeting across social media and digital display to further reinforce how the product helps overcome ironing anxiety.

By rounding out our creative assets with influencer content and promotion of positive reviews we drove credibility of key message points about improved quality of life – at least as it relates to the chore of ironing!

The Results

This approach allowed us to optimize key points along the customer decision journey and seamlessly enable purchase experiences throughout. With exclusive availability online, the product quickly sold out, driving year-on-year market share growth from 35% to 78%.

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