Philips Lighting managed to boost online traffic on its social platform, increasing the number of followers by about 1.5 thousand and reaching nearly 5 million Internet users. And it’s all done in a few days!
The brand did not use any magic tricks, but worked cleverly on social media during The Festival of Kinetic Art of Light – a three-day event when all the streets of Lodz were covered with multimedia 2D and 3D video projections, lasers The show, installations and architectural lights set up with artistic lighting. Read the entire case study and take a leaf from Philips Lighting’s book.
Some words of introduction
_DSC7326 The Kinetic Arts Festival of Light is organized by the “Lux Pro Monumentis” Foundation in Lodz, Poland. The main street of the city turns into an attractive street illuminated by artistic lighting installations. It attracts thousands of people year in, year out and LMF 2014, the fourth edition hosted half a million people. This happened on the second weekend of October 2014.
_DSC7017 as the strategic sponsor of LMF Philips Lighting rose to the challenge and provided a variety of entertainment to the participants. The company transformed the ordinary road into a colorful colorful lane filled with many attractions.
Social media management was supported by Havas Media Group – an interactive agency of SocialEdge.
The brand itself was ambitious in terms of achieving the _DSC7005 goals. They aimed:
Philips Lighting Boost Social Media Profiles
Drive online traffic to brand digital channels
Increase social media reach of brand-related content
special dishes. Social people encouraged attendees to post content with a specially created hashtag #cityoflight (#miastoswiatla). To increase the impact of the campaign, Phillips, Social and Cliptaise invited city officials and other influential users to the social news room.
HASHBOARD. All mentions related to the incident were collected through social media monitoring and then displayed on a special hashboard.
Live on social media. Coverage of social and clipativeprived events in a specially designed social newsroom. He published content in real-time on social media platforms.
Social news. All activities were conducted from the social newsroom, which was located at the center of the event.
Thanks to all the activities that the brand has succeeded in shifting the presence of half a million people to online traffic. Over 3 thousand mentions were collected with #Cityoflight and 13% of them also included Philips Lighting. These results reached around 5 million people and the brand received 1,430 fans. I anticipate all the activities that were worth the effort put in by the agency and the brand.
4 Takeaways From Case Study
1. Internet users eagerly engage in an online conversation during an event in which they enjoy a combination of online and offline activities at the same time.
2. Hashboard with a social stream attracts users to post to their social media. Often users will only post something to check if their status appears on the screen.
_DSC75133. Hashtags are very powerful tools for content marketing. Social media users love hashtags and use them to the fullest.
4. Influential social media users can help you increase the impact of your event. It is good to invite them for cooperation.
To do this, Signify launched Philips Hue Connected Lighting, designed to allow people to control their lighting from smartphone apps. But indicate that a cloud platform is needed that allows apps to safely access, monitor and interact with new lighting systems. The company decided to build a back end using Google Cloud.
“With Signal and Philips Hue, we don’t just sell light bulbs – we sell a way for lighting to transform your home and life,” says George Yianni, head of technology, Home Systems at Cygnis.
Revolutionize home lighting
With the help of design and engineering services from Q42, Philips built the Hue back end. Using Google Cloud, Philips Hue was able to run and enable services faster with minimal up-front cost and the belief that the platform would support the ultimate success of the business.
Today, Signify uses a full suite of Google Cloud products, including App Engine, Cloud SQL, Cloud Storage, Datastore, Google Kubernetes Engine, and Compute Engine that power the back end. Google Cloud enables an out-of-home connection between the Philips Hue Bridge, which acts as a hub that lights up and communicates between the user’s mobile phone app or web app and devices connected to a third-party app or system. Enables
Google Kubernetes Engine — powered by the open source Kubernetes system — and Google Compute Engine handles 200 million transactions every day, including 25 million remote lighting commands. Philips Hue also uses the Epigee API management platform to help manage the Google Kubernetes engine and the Kubernetes API.