In a country where only 20% of all purchases happen online, Philips worked with IMA to amplify the launch of its Heated Straightening Brush in Saudi Arabia – a country known for its restrictions when it comes to showing your hair as a woman. Together with IMA, Philips amplified the launch of this product through an influencer marketing campaign that increased awareness online and even in-store. The campaign had a total combined reach of 4.2 million – 323% above the original target. Women were even going into stores asking for “the product that straightens your hair in five minutes”, proving the message recall of the campaign was a huge success.