EFS05. Small Budget Marketing Campaign

Bronze
CAMPAIGN
Bench demonstrates the power of winning brand engagement
AGENCY
TBWASantiago Mangada Puno
CLIENT
Bench
BRAND
Bench So In Love Eau De Toilette
DETAILS
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.
CAMPAIGN
Turning KFC into gamers' playground
AGENCY
Mindshare Shanghai
CLIENT
Yum China
BRAND
KFC
DETAILS
Confidential
CAMPAIGN
Valentine's Joy for the Heartbroken
AGENCY
McCann Worldgroup Philippines
CLIENT
Jollibee
BRAND
Jollibee
DETAILS
Jollibee is the Philippines’ leading fast food restaurant. Except on Valentine’s. Because Jollibee is not top of mind for a romantic meal. Neither is it associated with the season.
So how do we get Filipinos to visit Jollibee during Valentine’s? While everyone was celebrating romance, we found an irresistible reason for people to crave the comfort of fast food – heartbreak. 
 
Using the same amount as that of the previous year, this small-budget campaign did wonders for the brand. 
 
The result? Jollibee’s best Valentine’s ever. Sales of the featured products soared, and with them, so did store sales.
Partners
Media Supporters
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Media Supporters
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