Philips: Putting Philips at the heart of consumer journeys with data-driven content

Philips, a technology company, partnered with Kantar to explore how to connect with consumers worldwide through organic search visibility, and establish a presence among those who were still in the discovery phase of their purchase journey.


Philips, a multinational technology company, specializes in home appliances, health systems, and personal care solutions. In 2017, Philips partnered with Kantar's Digital Content team to explore ways to connect with consumers through organic search visibility. By utilizing search engine data and understanding key target audiences, Philips successfully implemented a content strategy that would have cost 37 times more through paid media.

Search data provides valuable insights into users' authentic and immediate needs, addressing personal insecurities, health concerns, and other topics people may be uncomfortable discussing openly. This data is unbiased compared to traditional survey methods and helps identify popular...

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