BUSINESS CASE

Nov 8th, 2021

DIGITAL MARKETING STRATEGY
PRODUCT
AMBILIGHT
STRATEGY
● Target audience - tech trendy,
men and women (age 20 - 55).
● Combination of modern
marketing and smart
collaboration with Philips
products
● Fresh, innovative, modern and
personalized marketing
approach
MISSION
Social media and Display focus
● Philips is one of the most valuable
brand in Europe
● Connecting with the consumer at a
much personal level
● Delivering procuct technology to the
audience in believable form
Communication and Creation
● Using the most popular social platforms
● Creating Hype
● Direct involvment of influencers
● Create user generated content
EXECUTION
Digital connection
● Realize emotional content/video
for different channels (website,
social)
● Use social media and main
website pages to entartain target
audience (using trendy and hip
videos created)
Omnichannel
● Create social media/retail events
to create community
engagement
● Create initiatives for customers
● Conducting or sponsoring
gaming community based
events
CONSUMER JOURNEY

MEDIA CAMPAIGN CONVERSION

Media
Blog
Website
PR Blog Newsletter Social media

AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY

Radio/TV Reviews Store Word of mouth

Community

Ecommerce
Email
Online Ads

Social Ads
1st SCENARIO - BUDGET 160.000€
Phase Format Buy type Objective Estimated Estimated Estimated Estimated Estimated Estimated Estimated Estimated Estimated Total Cost
CPM CTR CPC CPV View rate Impression Link Clicks Clicks to Conversion
s Site Rate
Upper Funnel Video (tech CPM Brand € 20,00 0,50% € 0,02 85% 1.203.096 6.015 24.062 0 € 26.675,78
network) Awareness

Upper Funnel Audio CPM Brand € 8,00 0,00% 2.005.161 - 0 0 € 17.648,17

(spotify) Awareness

Upper Funnel Amazon CPM Brand € 18,00 0,50% € 0,02 85% 388.693 1.943 7.774 0 € 7.765,53
Display Awareness

Upper Funnel Amazon CPV Brand € 10,00 0,07% € 0,04 25% 966.716 677 19.334 0 € 10.608,65
Video Awareness

Upper Mid Video CPM Engagement € 16,00 0,00% € 0,02 85% 765.254 - 15.305 0 € 13.609,69
Funnel

Mid Funnel Rich Media CPM Engagement € 10,00 1,00% 700.865 7.009 0 0 € 7.903,09

Mid Funnel Display CPM Drive to Store € 7,00 0,20% 3.571.353 70.429 0 0 € 25.000,00

Mid Funnel Paid social CPM Engagement € 2,00 0,40% 5.000.000 25.000 0 0 € 10.000,00

Low Funnel Search Ads CPC Conversion 3,00% € 0,35 57.000 2,5% € 20.000,00

Low Funnel Retargeting CPC Conversion 4,00% € 0,50 20.000 4% € 10.000,00

Low Funnel Amazon CPC Conversion € 0,30 33.000 3% € 10.000,00

sponsor ads

€ 160.000,00
2nd SCENARIO - BUDGET 55.000€

Phase Format Buy type Objective Estimated Estimated Estimated Estimated Estimated Estimated Estimated Estimated Estimated Total Cost
CPM CTR CPC CPV View rate Impression Link Clicks Clicks to Video
s Site views
Upper Funnel Video (tech CPM Brand € 20,00 0,50% € 0,02 85% 248.077 1.240 4.962 210866 € 5.500,52
network) Awareness

Upper Funnel Amazon CPV Brand € 10,00 0,07% € 0,04 25% 426.239 298 8.525 106560 € 4.640,50
Video Awareness

Upper Mid Video CPM Engagement € 16,00 0,00% € 0,02 85% 320.085 - 6.402 272072 € 5.492,56
Funnel

Mid Funnel Rich Media CPM Engagement € 10,00 1,00% 343.622 3.436 0 0 € 3.774,74

Mid Funnel Paid social CPM Engagement € 2,00 0,40% 2.500.000 12.500 0 0 € 5.000,00

Low Funnel Search Ads CPC Conversion 3,00% € 0,35 42.800 2,5% € 15.000,00

Low Funnel Retargeting CPC Conversion 4,00% € 0,50 15.000 4% € 7.500,00

Low Funnel Amazon CPC Conversion € 0,30 25.000 3% € 7.500,00

sponsor ads

€ 55.000,00
EXECUTION - TIMING

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Display

Video

Audio

Amazon
programmatic

Social

Search

Amazon sponsor

Retargeting

Drive to Store

Focus
● Boost conversions
● Create incentives for customers sales oriented (omnichannel campaign - drive to store)
● Activate retention strategy involving different channels (loyalty program, customer referral)
6
BUSINESS CASE

Q&A