Oct 3, 2025
Be—it Agency and Philips Ukraine won two Silver awards at DCA 2025
The case "Goliath vs. Goliath: How We Helped Philips Win Back Market Share" brought Be—it Agency two awards at the international Digital Communication Awards 2025. The campaign was recognised in the categories Influencer Communications and TikTok Campaign.
The jury recognised the strategic and authentic approach to working with opinion leaders, as well as the inventive presence of the brand on TikTok.
“For us, it is important to work with partners who understand how communications are transforming today. This award is not only about a successful campaign. It is about how approaches in the market are changing and how crucial it is to understand your consumer. Together with Be—it Agency, we proved that even in a category with an exceptionally strong competitor, it is possible to create a unique digital brand voice and find new growth opportunities,” comments Oksana Sliusarchuk, Marketing Director at Philips Ukraine.
The campaign focused on promoting the Philips SenseIQ styler line during a period dominated by “Dyson-mania.” As the target audience increasingly turned to TikTok rather than Google for self-care advice and placed greater trust in influencers, the team built a community of brand ambassadors on the platform by engaging influencers, trichologists, and company demonstrators. They combined product storytelling with practical tips, responses to real user requests, and participation in the platform’s trending formats.
Our case for Philips proves that success comes when you dare to go beyond standard approaches. We put the real needs of the audience at the centre — and addressed them by creating a community of bloggers, experts, and product demonstrators. On TikTok, this community became a lively space where people received advice from trichologists, saw the styling results with the stylers, and trusted the experience of others. It was precisely this original approach that gained international recognition,” notes Myroslava Hribova, Director of Be—it Agency.
As a result:
14M+ impressions on social media;
+8% market share;
a reduction of the competitive gap from 28% to 4%.
In just two months, the brand strengthened its position in the premium segment, increased its market share, significantly narrowed the gap with Dyson, and helped women learn how to care for their hair with the Philips SenseIQ line. The Be—it Agency case for Philips SenseIQ proved that when a brand and an agency speak the same language as their audience, the results are felt by everyone — from the client to the consumer.
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