China can bring a lot of surprise to international brands. In this particular case, Philips found itself in the unexpected situation, being perceived as just another respected western manufacturers. As a brand that had been continuously creating innovations to improve the quality of people’s life for 120+ years, it realized today’s innovation agenda had been ‘hijacked’. All people cared about were simply the next new thing, such as… the next even bigger smartphone. This perception gap posed a serious threat for Philip’s future growth in a country that is all about entering the next chapter. It was the critical social tension over issues such as pollution and food safety that made Philips realize it could work with the public in-need to redirect the agenda towards ‘what really matters to life’ again. The brand launched an online movement to directly engage people through social and digital programs to focus on ‘improving quality of everyday life’. Riding on the social context and buzz, Philips also introduced its innovative solutions to the issues being talked about, linking its innovations closely to what people really needed. The campaign achieved record level online engagement for Philips brand, enabling it to make serious progress on its brand image and brand preference score. And the innovative products introduced in the campaign saw an online sales growth by a whopping 123%. Philips couldn’t be more excited about what it had achieved together with the people.