Case Study: Philips boosts air fryer awareness with TikTok for Business

Promoting Philips air fryer to home chefs through a Branded Hashtag Challenge and Branded Effect

Philips Domestic Appliances worked with TikTok for Business to promote its air fryer in Indonesia and raise product awareness among home cooks. The challenge was to reach a large, food-loving audience with a creative campaign that would make a healthy, convenient cooking solution stand out.

TikTok for Business ran a Branded Hashtag Challenge and Branded Effect, supported by TopView and Brand Premium In-Feed Ads, around the hashtag #AirfryerMaster. The campaign generated 3.18 billion video views, 1.54 million user-created videos, and a 3.2% lift in ad recall, showing strong engagement and brand impact for Philips Domestic Appliances.

Philips