In recognition of the extraordinary work of marketers and advertisers this year, Twitter announced its #BestofTweets 2021 Philippines Awards, a celebration of brands that have broken the gossip to create remarkable campaigns.
Best campaign to drive positive change in society. It’s laudable when brands pursue programs for social good, and more so when they allow their audiences to be a part of them. Unilever Philippines’ annual # Shop2Give campaign (@UnileverPhils) has been running for four years with proceeds going to Unicef to support Filipino children in need.
This year, they went above and beyond with the new # Shop2GiveCare campaign, adding Gawad Kalinga as another charitable recipient to serve over 30 underprivileged communities. They’ve also brought together influencers to attract support from big business events and make an even bigger impact for those who need it most.
Best brand voice. When it comes to messaging, finance ads typically take a firm, product-focused approach. However, sometimes the path less traveled can open up new opportunities for growth.
The best example would be the Union Bank of the Philippines (@unionbankph) #WillUBMine campaign, a smart approach to adding a human touch to product information, capturing the interest of its target audience. The campaign puts customer service in the eyes of love, demonstrating that it is the only bank that truly knows how to love its customers.
Best virtual event. To stand out among the sea of virtual events, Lazada Philippines (@LazadaPH) took to Twitter to bring their shoppertainment event to life. Lazada knew that the platform is not only the hotbed of entertainment-related conversations, but also the platform to connect to great shopping moments.
Better use of video. Tagged shows have always been a part of every Filipino viewing experience, so it was a smart move for Viu Philippines (@Viu_PH) to tap into that culture by posting #TagDubOnViu. The campaign was rolled out in different ad formats, with its flagship video series showing the reactions of different personalities as they watched the Tagalog dramas. This creative approach made Filipinos see and try the experience for themselves.
Best Newcomer Campaign. Being a new player in the game can be intimidating, but BYS Cosmetics (@byscosmetics_ph) succeeded and became a winner. Coupled with a K-drama star as an ambassador, the campaign was a sure-fire success as it was linked to K-culture and its passionate fandom.
The most tweeted about the brand. Spotify Philippines (@Spotify_PH) once again led the music conversations on Twitter in the Philippines. To maintain the # 1 spot on the Twitter charts, Spotify got the mission: they strive to understand the behavior and interests of their audience, then lean in with enthusiasm. They also harness cultural moments like Halloween or phenomena like K-pop to build cultural relevance and spark exciting conversations among fans.
Best launch on Twitter. KFC Philippines (@KFCPhilippines) knew how their Double Down Burger has captured the hearts and palates of Filipinos; So when they brought the meal back due to popular demand, the launch of #DoubleDown boosted awareness, hype, and even purchase intent. Fans enthusiastically tweeted that they needed, or even deserved, the delicious sandwich.
Better connection to culture. The Philippines is the third largest #KpopTwitter community in the world, so imagine the excitement among Filipino fans when Pond’s Philippines (@PondsPH) revealed on Twitter that Red Velvet’s Wendy is the new ambassador for their latest product: Pond’s Triple Glow. Serum. Despite a limited budget, they were able to put together a full-fledged launch strategy by leveraging different creative ad formats to engage Filipino K-pop enthusiasts.
Best #OnlyOnTwitter. This year has opened up more possibilities for safe travel within the country. To encourage local travelers, the Philippines Department of Tourism (@TourismPHL) has used a fun and engaging way to approach the sensitive topic of travel during a pandemic. The highlight of the innovative #SafeTripPH campaign was Twitter’s emoji engine, which was deployed to share correct information about travel guidelines in unexpected ways. The engine allowed the campaign to customize over 30 emojis to match over 30 local destinations, each with personalized responses, images and landing pages.
They also used different advertising solutions, including carousels and the talk button, to further drive engagement and conversations. The light and innovative approach that also delivered educational messages is unique to Twitter. And a courageous gesture from the Ministry of Tourism for taking the road less traveled.