Background:

While Philips shavers have maintained a high market share, competition from brands investing in innovative media, new platforms, and unique product strengths challenges its leading position. Shavers have long replacement cycles and low repurchase rates, posing the challenge of engaging consumers during festivals and attracting new customers, especially during events like the 618 Shopping Festival, to expand Philips' shaver series market share. Additionally, with increasing e-commerce competition and limited resources, acquiring new customers in the shaver industry becomes more expensive. Philips must seek external traffic sources to drive incremental business growth, bypassing internal traffic constraints.

Achievement:

• Achieved peak ROI for Philips on TikTok during 618 festival (6.43, YOY +309%)

• Earning Smarties China 2022 Silver Award for Customer Acquisition, Direct Marketing, Conversion, Promotion, and Asia Pacific Gold Award.