Philips Lighting is putting social and digital at the core of its lighting business in the Middle East. In 2016, the company started building a regional standalone digital/social infrastructure.
The world leader in lighting collaborated with Dubai Municipality last year to launch the world’s most efficient lamp in the world in stores across UAE. “The challenge for this campaign was to have the right mix to engage with consumers in terms of digital, social, video, search, email, content and influencers,” says Ibrahim Barazi, digital marketing manager, Middle East.
Philips Lighting worked with Havas Media and Ogilvy. “The campaign, with the support of Dubai Municipality, delivered outstanding numbers in terms of reach, impressions, video views, and engagement rate, also won an award for the Most Successful Product Innovation.” says Barazi.
The company is also focusing on business-to-business marketing, showcasing unique lighting solutions such as the new innovative Indoor Positioning Lighting system at aswaaq Dubai which guides shoppers to products with a mobile app using light. “We are also doing paid media activities on LinkedIn to reach out to businesses,” says Barazi. “We had a very successful retail campaign in November leveraging social, branded content and ad space with Gulf Business, event participation, and industry-specific magazine advertising and e-mail marketing to create awareness and generate leads.”
The company has strong plans for an omni-channel digital marketing system that depends on data insights to better connect the physical product with digital capabilities.