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Summer Loving: Launching Philips’ Handheld Steamer

objectives

Our campaign for the Philips 5000 Series Handheld Steamer aimed to position the product as the ultimate summer travel essential.

The mission was to generate brand visibility, drive engagement and consideration, and encourage direct traffic to retailer sites.

We needed to develop creative communications concepts that would connect the product to seasonal travel trends and lifestyle moments, ensuring the campaign was timely, relevant, and inspiring for our audience.

Maximising talkability was key – we wanted to ignite conversation and encourage users to engage with the brand online and offline.

strategy

We developed a social-first approach combining high-impact collaborations with macro influencers and lifestyle content creators.

The strategy focused on:

  • Partnering with familiar and trusted faces, including Ryan Thomas and Lucy Mecklenburgh, to drive reach and resonance.

 

  • Aligning influencer content with key summer moments such as weddings, cruises, and general travel to ensure relevance.

 

  • Amplifying content across Instagram and TikTok to drive maximum engagement and clicks to retail partners.

 

  • Supporting the social activity with a PR-led approach to secure national coverage and reinforce the product story.

 

The aim was to create a well-rounded campaign that would deliver both awareness and conversion, connecting the steamer to real-life travel moments.

See more of our award-winning work here

execution

The creative platform centred on the tagline “Your Travel Essential”, highlighting convenience, performance, and lifestyle relevance.

Macro influencer collaboration:

  • Ryan Thomas and Lucy Mecklenburgh starred in a humorous, light-hearted Reel that showcased the steamer in a travel context.
  • Instagram Stories with swipe-up links directed users to retail partners.

Lifestyle influencer programme:

  • Six lifestyle and fashion influencers, including Bronte King and Rachel Riley, created content tied to summer travel moments.
  • Influencers produced Reels and Stories featuring the product in authentic settings, encouraging click-throughs to retailers.

PR activation:

  • Social-first PR content featuring Rachel Riley secured multiple national articles.
  • Her ‘packematics’ content and BAU PR reviews supported media coverage, highlighting the product’s relevance to summer travel.

The integrated approach ensured maximum reach and engagement, combining influencer content with retailer-focused activations and media coverage.

the integrated campaign exceeded all KPIs to achieve...

Product sell out

Content drove 147k clicks through to retailer, resulting in product selling out in Currys, John Lewis and Argos.

14.3 million video views

… and a further 4.7 million engagements – demonstrating strong audience resonance. Our hero Ryan & Lucy content alone reached over 5.3 million.

Gold standard media hits

with headlines on Rachel Riley’s ‘Packematics’ in  The Telegraph, The Sun, and more.

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