Importantly, brands that included collaborators in their campaigns were able to build authentic connections with their audience.
Case in point, the Lucky Me Pinakahihintay NaThin campaign tapped into the popularity of the creator Mimiyuuuh — a funny, over-the-top personality with over four million subscribers.
After years of backlash for changing the consistency of their noodles, Lucky Me reverted to the original thin noodles, which are much-loved and preferred by the locals. To raise awareness, the brand created a light-hearted campaign led by Mimiyuuuh, who called out naysayers on social media, challenging them to try the new, improved Lucky Me Pancit Canton.
As a result, Lucky Me saw a lift in purchase intent and brand favorability, achieving a view through rate that was 18% higher than campaigns without creator collaborations and bagged the Best Collaboration award.
Red Horse Beer had a different approach that took a page out of the content creator playbook. The popular Pinoy beer brand, which won the Best Brand Channel category, created the Red Horse Lakas-Tama channel as part of its rebranding efforts. The brand looked beyond product marketing to create content people could share a beer over — online concerts, variety show sketches, and entertainment-led brand content.
The strategy was a resounding success. Its subscriber base grew 2X from 26,000 in October 2019 to 54,000 in 2020, and the YouTube channel scored 3.4 million views in 2020. The channel continues to grow, with a subscriber base that now stands at more than 87,000.
4. Brands with purpose can drive impact in times of uncertainty
In times of uncertainty, when people are looking for some assurance and stability, the brands that continue to make an impact are those that support the community in spite of their own business challenges. Among the award entries, campaigns with a social cause or social advocacy achieved the strongest brand associations.
P&G’s online film, A Frontliner’s Sacrifice, revealed the sacrifices made by Filipino health care workers as they served the public — often at the expense of seeing family. The touching campaign from the consumer goods brand exceeded expectations in organic views in the first three days. Close to 100 celebrities also voluntarily shared the film with followers, increasing P&G’s Corporate’s share of voice.
Setting another example in brand purpose campaigns is the local telecommunications company, Globe Telecom. The brand’s heart-warming campaign, A Star Wars Experience for All, showcased the company’s support of persons with disabilities. In the endearing online film, two young boys create a special viewing experience of Star Wars: The Rise of Skywalker for their deaf friend — complete with cute homemade special effects.
Typically, we see purpose campaigns reaping the full fruits of their efforts in the medium to long term. However, campaigns like these can drive a positive impact immediately and bolster brand building efforts as businesses start to recover.