【PHILIPS】 Measures to create a series of articles on standard daily appliances – Wave PR Practice

PHILIPS
Measures to create a series of articles on standard daily appliances – Wave PR Practice

[Client] PHILIPS JAPAN

Overview

In the past, PHILIPS had tried placing advertisements in all kinds of media. However, advertising appeals alone were not enough to convey the specifications of their products. The client was facing the problem of not being able to adequately communicate the specifications. Therefore, the company implemented PR measures to effectively communicate the appeal of its standard products and to attract new customers. As a result of the PDCA (Plan-Do-Check-Act) cycle before and after the measures, with weekly media coverage and dozens of web articles per month as KPIs, the brand image was improved as expected. The brand’s consistent branding image was promoted to consumers by drawing them from the articles to the website.

Details about our activities

The KPI was high: one new article every week and dozens of articles exposed every month, including reprinted articles. Normally, PR does not guarantee media exposure, but by practicing Wave PR, the target number of articles was met. The direction of the articles was tailored to the characteristics of each of the wide range of media, from those with a tendency toward hardcore articles to fashion and viral media. In addition, we used annual events, current themes, and seasonality as topics to continuously expose articles on the web media with high quality.easures, orders from construction companies and house builders flooded in.