Case Study: Philips builds a digital command center and triples its influencer network with Traackr

How to set up your digital command center with Traackr

Royal Philips (Philips ASEAN) faced declining effectiveness of traditional B2B channels — TV, print and tradeshows — and confusion among buyers due to its niche product history versus broader industry messaging. With a new CMO steering a shift toward social-first marketing, the company needed a scalable way to identify and engage the right voices to drive qualified, educated leads for its Healthcare and Lighting businesses.

Philips built the Asia Digital Command Centre (PADCC), staffed with agency partners and powered by a lean tech stack (Traackr and Salesforce Marketing Cloud), a 3-tier content strategy, and an influencer framework called MIA (Media, Influencers, Advocates). The program discovered nearly 3,000 influencers (vs. a 1,000-target), improved brand and product conversation, increased mentions among medical experts and other targets, and has focused outreach on ~45 high-value influencers while transitioning marketing in the region toward a digital model.

Philips

Damien Cummings

Chief Marketing Officer