Social Media Campaign Review: Philips MPower Pack

As an electronics major in India, Philips Electronics India Limited is seeking to widen its reach and customer base by offering contemporary grooming products not limited to women. In fact its new MPower range takes male grooming to the next level through an iconic male grooming and styling range.The range includes trimming, facial styling and body grooming solutions and is an advanced, skin-friendly and convenient solution to every man's grooming needs.

The Philips MPower Pack Campaign is here to make waves on the web and draw participation from its target audience the fashion conscious Indian youth.  Here is a look at this campaign

Objectives

Philips BodyGroom started the body-grooming revolution in India in 2012 and the MPower range now seeks to take that further.  The Philips MPower Pack Campaign aims at putting the spotlight on the new MPower range while building up the tempo to evince the interest of the young and restless in India. The contemporary grooming range targets Indian youth who like to look good and feel good. It also aims at creating the buzz around friendship through this contest which really is about discovering the best gang of friends among participants.

Execution

You have to register yourself and your friends via Facebook and share a link to the video of your gang showing why you should be selected for the MPower Pack Contest.

9 gangs will be shortlisted and they will then battle it out to be India's most Mpowered Gang! To register click here.

Positives

As a campaign targeting youth promoting the campaign on MTV has succeeded in making people sit up and take notice.  The Jose and Bani are looking for you video is short, slick and interesting.  The dedicated Facebook app is well designed and navigation is smooth and the Philips India Facebook page is building up interest through updates and posts about the campaign. The contest itself is simple as it involves making a video and uploading it.

Scope for Improvement

While the concept is simple and interesting the buzz generated on Facebook does not seem to go beyond a couple of updates and posts. There is virtually no buzz on Twitter either.

Conclusion

With the MPower campaign, Philips Electronics India has made the right move in using social media to reach its target audience. The campaign is different and might just benefit from the tempo that marketers slowly build up to Friendship Day in August.  A refreshing change from the surfeit of cricket based campaigns we have seen in recent times, but one that could have done with greater buzz.