Philips: 11.11 and The Art of War - Why mastery of data without good human design will only lead to mediocre results

Kahwei Low

Campaign Details

Brand: Philips
Brand Owner: Royal Philips
Lead Agency: Carat China
Country: China
Industry: Furnishings & fittings, Home applicances, Sundries
Channels used: Online display, Search
Budget: 500k - 1 million

Executive summary

This campaign was carried out by Carat China for Philips China. The goal of the campaign was to achieve 100% year-on-year growth in sales for an ecommerce event in China – the huge 11.11 sale on Tmall. The campaign formulated was very heavy in data usage and strong in strategy and the result achieved was beyond the target given.

The campaign was especially challenging because the sales growth of 100% was supposed to be achieved in a matter of 24 hours. This called for heavy preparation, especially in the area of data analysis, to ensure that in 24 hours, all the decisions made were sharp and precise.