#ThinkContent Tour London: Eva Barrett, Philips
•Als PPTX, PDF herunterladen•
5 gefällt mir•1,843 views
Eva Barrett, Global Head of Brand Marketing Communications, Philips
Empfohlen
Weitere ähnliche Inhalte
Ähnlich wie #ThinkContent Tour London: Eva Barrett, Philips
Ähnlich wie #ThinkContent Tour London: Eva Barrett, Philips (20)
Mehr von NewsCred
Mehr von NewsCred (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
#ThinkContent Tour London: Eva Barrett, Philips
- 1. #ThinkContent @NewsCred WELCOME TO THE NEWSCRED #THINKCONTENT TOUR
- 2. #ThinkContent @NewsCred Eva Barrett Global Head of Brand Marketing Communications Philips
- 3. #ThinkContent @NewsCred BRAND TRANSFORMATION: LEVERAGING STORYTELLING TO CONNECT WITH YOUR AUDIENCE Eva Barrett, Philips
- 4. Philips: innovation and you Eva Barrett Global Head of Brand Marketing Communications 29th October 2015
- 6. 6 a year by 2025 We’re aiming to improve the lives of three billion people We strive to make the world healthier and more sustainable through innovation
- 8. 8
- 10. 10 Official healthcare partner to the New York Times online
- 11. 11
- 12. Demonstrating our approach the Living Lab
- 14. 14
- 15. 15
- 16. 16
- 17. 17 We will the difference show the world we make
- 18. 18
Hinweis der Redaktion
- Jeremy to update the logo
- Good afternoon. And thank you for inviting me here to talk about Philips.
- Everyone’s heard of Philips, right? We make T.V’s? Shavers? C.D Roms? Right? The reality is we are so much more than that. Our T.V’s are a licensed business, C.D roms are in the past.
- Today Philips is a health and wellness company. We’ve been in healthcare over 100 years and have deep clinical expertise. We are on a mission to improve the lives of 3 billion people a year by 2025 and we believe we can always make life better for people.
- We’re an innovation company but we don’t just innovate for innovations sake. We believe innnovation is meaningful when it makes a difference in people’s lives, we have been in healthcare over 100 years but not enough people know this. Many people don’t know the difference we make; From reducing infant mortality in Uganda, to improving diagnosis and treatment in hospitals to pioneering homecare.
- So in 2013 we unveiled our new brand positioning ‘innovation that matters to you’ and we started to tell stories of how we are improving people’s lives. It was important we showed our real selves. We reached out to our businesses and employees in over 160 countries to tell us their stories, real stories about real people. We were inundated with stories, so we set about filming these to show Philips making a difference in peoples lives all over the globe. These range from helping mothers to breastfeed for longer, to keeping people at home with telehealth rather than in a hospital, focusing on the impact on people.
- We then launched a digital storytelling platfrom with extended stories, infographics and over 50 films. Our audience is Global Opinion Leaders who set the global agenda. This includes C-Suite and Govt officials. We need to change perceptions of our brand with this audience. These stories are helping us to reposition the brand.
- This year we became the official healthcare partner to the NYT online. Every month we are producing branded content with them, articles, infographics and films. We’re inviting them into our labs to meet with our engineers to tell the best stories.
- Every month we are producing content with them and we distribute that through our other media partners, Forbes, Washington Post and Linked In.
- This is just the beginning for us. We continue to evolve our content strategy. This year we launched the living laboratory, a way to create deeper engagement with our brand and tell even more powerful stories. Rather than just talk about what we do we are showing in real time how we innovate.
- Our first living lab was in Upssala Sweden where it gets dark at 3pm in Winter. We wanted to see if we could improve a community and children’s health by lighting up a playground. We then worked with a child psychologist, the local governement and preschools to measure the impact on their life.
- [PLAY VIDEO] We not only made the kids happier, giving them a space to play in winter, we made the mayor of Upsalla happy, through cost savings.
- [PLAY VIDEO]
- Our second living lab is really exciting, unfortunately I can’t show it to you today as we launch in two weeks time but this is the most creative piece of content we’ve produced yet. We are the global leader in respiratory solutions and we’ve created a stunning piece of content that will launch on world COPD day. We will launch through the New York Times and have a large social and integrated buy behind this.
- Next year we are planning another 4 – 6 experiments. As well as an advertising campaign to celebrate our belief, so people get to know the real Philips. Philips first lifted Eindhoven out of darkness over a hundred twenty years ago. And yet, working on the brand today, it feels like we are just beginning.
- Thank you.