How Philips translated storytelling into leads on LinkedIn

By actively listening to its LinkedIn audience, Philips Benelux was able to amplify the impact of its storytelling strategy, significantly improving lead quality and delivering a substantial boost in ROI.

The initiative began with the aim of bringing Philips' "Innovation and You" brand message to life through compelling storytelling. However, using Sponsored Content to share a series of updates quickly demonstrated its effectiveness as a lead generation tactic. By merging storytelling with targeted outreach and social listening, Philips Benelux elevated both the quality and value of its leads.

The Challenge:

• Effectively communicate the “Innovation and You” brand positioning

• Harness LinkedIn engagement to generate qualified leads

• Identify and address key industry concerns

• Reach the most relevant professional audiences

The Solution:

• A structured sequence of Sponsored Content posts

• Precision targeting based on user skills, group memberships, and experience

• Polls to uncover pressing issues within the industry

• Lead nurturing supported by strategic data collection

Why LinkedIn:

• Reaches the right professionals at the optimal time

• Strong presence and reach throughout the Benelux region

• Advanced targeting capabilities through Sponsored Content

The Results:

• Consistent engagement rates over 1%, exceeding benchmarks by 35%

• 92,000+ highly relevant impressions for content promoting the Visiq mobile ultrasound solution, all among industry professionals

• More than 70 leads generated for the Medido automated pill dispenser, resulting in a 40x return on investment

• The storytelling-based lead generation model has since been expanded across other Philips business areas, achieving ROI as high as 100x