Philips recently unveiled their new logo and tag line. They did so, however, through an excellent social media campaign which fits perfectly to their new brand positioning. By tagging #uncoverPhilips on Twitter or Facebook, customers “acquired” a pixel of their new logo. 14,670 people claimed a spot on of the new shield! It is quite a symbol Philips has created making sure the message that customers are their brand was fully expressed. In 2 days the new logo was uncovered, and on the inauguration date every single person felt as if they were part of the event, they all uncovered it together.
In addition, the new tagline “innovation is you” fits the social media campaign perfectly, it was engaging and made sure their customers/followers on twitter could take part of the change. It is a great example of how user-generated content, in this case the participation of a pixel in the new Philips logo, is used to complete the broader image of showing the company cares and wants to listen to their customers.
Not only will it increase their site traffic, or the visits on their Youtube channel but it will also create a sense of belonging towards the brand which consequently will result in affection. Customers will find themselves more engaged in the brand and could potentially refer it to others thus becoming a brand ambassador. With their phrase “discover innovation that matters to you”, Philips show they understand that people are first, and this always please us.
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