Help with Philips

Be—it Agency conducted a cross-category campaign #ДопомагаюЗPhilips (Help with Philips) in cooperation with the Repair Together charitable foundation. The creative idea of the project was the concept of so-called hidden gifts. With the help of a series of video posts and stories on Instagram, consumers were encouraged to gift Philips products to their loved ones. All the collected funds went to the Repair Together volunteer initiative to restore houses in the Chernihiv region that were damaged by the Russian occupation.
In full-scale war conditions, the purchasing power of the population has decreased significantly, and the priorities and criteria for choosing brands have changed. We faced a challenge to carry out a PR project during the gift season.

Our task was to strengthen the reputation of Philips Domestic Appliances as a socially responsible company and build a sustainable association with the target audience that Philips is the best gift.

We conducted a cross-category campaign with influencers #ДопомагаюЗPhilips (Help with Philips) in cooperation with the Repair Together charitable foundation.

The creative idea of the project was the concept of so-called hidden gifts. With the help of a series of video posts and stories on Instagram, influencers encouraged their followers to give Philips products to their loved ones in order to use them themselves. For example, present a coffee machine to your friends so that you can visit them more often and drink tasty coffee.

In addition, their blogs became platforms for holding charity draws: each blogger raffled off among the followers the appliances for a donation. All the collected funds went to the Repair Together volunteer initiative to restore houses in the Chernihiv region that were damaged by the Russian occupation.

Result:
• 1.7М+ views of videos published within the project (+100% more organic reach than expected)
• 6 charity draws of Philips products among all those who supported the initiative with a donation
• UAH 173,000 collected in just four weeks for the Repair Together volunteer initiative for facade works and insulation of houses in the de-occupied village of Lukashivka, Chernihiv region.