iris Singapore develops Philips’ first ever social kitchen to promote new Viva collection airfryer

On 27th November, Philips debuted its first-ever social kitchen via Facebook Live in an exclusive online launch of the new and highly anticipated Philips Viva Collection Airfryer (HD9623).

A brainchild of creative innovation network, iris, the Philips Healthy Kitchen was a fresh promotional strategy that involved the hosting of ‘live’, interactive content, demonstrating how healthy home cooked meals can be both fun and easy to prepare.

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For the first time ever, Philips consumers could inspire the menu of a ‘live’ cooking show simply by commenting during the program. Together with Chef Sam Chablani of Fat Lulu’s and host Sonia Chew, their food requests resulted in healthy, delicious dishes – created with just five simple ingredients.

It was a rare, exciting chance for consumers to interact directly with a brand and co-create content ‘live’. Interactions with the host and chef took place on the Philips Home Living Facebook page, where orders were taken and recipes were created on the fly. Drool-worthy shots of the beautifully plated food were then taken by popular food Instagrammer @xlbcr – all within the 90-minute live-stream.

The campaign was a huge success, reaching over 384,000 people in 4 weeks and receiving over 7,000 interactions on Facebook to date. The video’s view count currently sits at 18,686.

Step-by-step videos for all five recipes created from Philips Healthy Kitchen will also be released on the Philips Home Living Facebook page to inspire more people to whip up wholesome meals from their own kitchens.

Canice Koh, Marketing Manager at Philips Singapore, said, “At Philips, we are always ready to embrace innovative technology to connect with our digital-savvy consumers. As social media continues to evolve, we need to engage our fans in new and exciting ways and share valuable content with them. We are really pleased that our first ‘live’ social kitchen was a great success. Moving forward, we will continue to experiment with more impactful ways to communicate with our fans.”

Cheng Shu Yau, Creative Group Head at iris Singapore, said, “With this idea, we wanted to move beyond just a simple product demo video towards two-way engagement. We wanted to make healthy cooking fun and the Facebook Live platform gave us a whole new way to involve our consumers in the creation of content for them. The campaign was made possible by hard work from the iris team, as well as trust and support from the client. A huge thanks to them and we look forward to creating more personalised experiences for consumers.”

Credits –

Marketing Executive: Luo Yan Fang