Case Study: Philips achieves stronger campaign salience with Behavio Heatmaps

Philips boosts brand salience by 12 points with Behavio

Philips, a global leader in health technology, needed to ensure its Philips Sonicare advertising campaigns clearly communicated the product’s value and strengthened the sub-brand's position. To meet this challenge, Philips partnered with vendor Behavio to conduct pre-testing and concept testing on its campaign materials.

Behavio implemented a thorough testing process, reviewing everything from early animatics to pre-final cuts to identify moments that weakened effectiveness. This allowed Philips to refine branding, characters, and key messages early in development. The final campaign, polished using these insights, increased brand salience by 12 points and strengthened the key product message by 11 points.

Philips