Bench, the leading fashion brand of the Philippines, continues to vie for relevance among its younger audience amidst the influx of foreign fashion brands in the country. In its drive to engage its audience through storytelling powered by local insights, Bench launched a social media Valentine’s Day campaign about the sweet scent of its So In Love eau de toilette. The film leveraged on the changing mindset of Filipinos towards homosexuality – a sensitive topic that needed to be treated with much care in a still-conservative setting.
The produced film became an instant hit, gaining 1.5 million views in just 5 hours and 3 million views in one day, making it the most viewed video for Bench and the category. The film also became one of the most shared films in the country with 78% organic views (vs 22% paid views), having been picked up by important local and international sites and earning to a total of P102M (approximately 2M USD) in media values despite its minimal media investment (approximately 25,000 USD).
Despite the CBCP (Catholic Bishop’s Conference of the Philippines) condemning the much talked about film in an official statement the day after its launch, it sparked debate and meaningful conversations about love and acceptance.
This campaign also enabled the brand to have meaningful and substantial engagement with its audience, which no other fashion or lifestyle brand has been able to achieve. This massive engagement resulted to increased sales, with daily average sales increasing immediately by 36% one week after the film was released; average sales after a month grew 31% compared to the previous month, without any other marketing or communication efforts for the product featured in the film.