MANILA, PHILIPPINES – The past months have shown seismic shifts in the way people live, work, and play. Alongside this, consumption patterns and habits have changed, such as buying products in bulk but less frequently.
Food manufacturer Universal Robina Corporation (URC) has been offering variants of products well-loved by Pinoys. To fill customers’ needs, URC takes advantage of the many avenues to reach and inform their market, one of which is Facebook.
“At URC, we aim to meet consumers where they are,” said Mian D. David, URC’s Chief Marketing Officer. “And since the people we serve are stuck at home, it made perfect sense to hero our big packs, like the C2 Cool & Clean Litro variant.”
With many Filipinos now on Facebook, URC saw it as the perfect platform to inform the public about its C2 Cool & Clean Litro variant. “Facebook enabled us to offer the right pack, to the right people, at the right time, and at the right place,” David shared.
Having collaborated with Facebook in the past, URC viewed this as another good opportunity to test new marketing strategies and learn about current or emerging best practices in this field, which the social networking site has observed across the globe.
To this end, Facebook suggested implanting a pilot project, coupled with the use of Facebook’s location targeting. This is to give the C2 Litro video ad a nationwide reach within four weeks, while also strengthening the brand’s performance in key regional areas.
The Facebook Philippines team developed this strategy and has been implemented first by URC, with calculated risks. The food manufacturer giant has always embraced innovation, and the online campaign also pushed the company further along in its ongoing digital transformation.
Thankfully, the gamble paid off.
With insights from Facebook, URC discovered that the nationwide campaign hyperfocused on regional areas, proved to be successful and cost-effective. The results of the Brand Lift Study attached to the campaign showed a 27% increase in ad recall in the regional campaign, which also amplified brand familiarity by 2.3 times and contributed to a 48% rise in purchase intent, compared to a national-only campaign.
The big winners of this successful campaign are URC’s customers reached by the campaign, who are now aware of their beloved C2 beverage’s new Litro variant and its availability in stores nationwide.
Thanks to the success of the pilot project, URC is now the proud subject of a Facebook global case study, demonstrating how brands all over the world stand to benefit from innovative marketing strategies, campaigns, and solutions.
The collaborative partnership seen through this campaign has shown that everyone wins – URC, Facebook, and most importantly, the Filipino consumer.
