MANILA – Cargo and courier services company LBC Express recently concluded a campaign that aimed to rally online support for famous Filipino boxer Manny Pacquiao, who recently won a WBO welterweight championship belt.
The campaign titled Move it for Manny, developed by Arena Philippines, was launched on April 3 and ended on April 13 to coincide with the final match of the championship. The brand kicked off the initiative by urging the boxer’s fans to upload their photos with a raised left fist and hashtag it #MoveItForManny to demonstrate their solidarity with the “People’s Champ”.
Following the call from LBC, the hashtag generated 21.1 million impressions on Twitter in just ten days, Arena Philippines said in a press release. Move it for Manny posts uploaded on LBC’s official Facebook page generated 6.2 million impressions, including two videos that separately generated 38 million impressions. The campaign also recruited 4,792 new fans (purely organic reach), twice the average of fans gained by the company in two weeks period.
Days before the match on, LBC sent custom-made boxing wraps to Pacquiao consolidating the names of people who lend support to him. To ensure that match gets maximum audience, LBC provided free live-screening venues in ten locations around the Philippines on the day of the match.
The campaign reinforced LBC’s position as a company that has been boosting Pinoy pride by offering unwavering support to national icons like Manny Pacquiao, Arena said.
Commenting on the campaign, Lawin Bulatao, Executive Creative Director of Arena, said: “LBC wants to be there for what the Philippines’ is experiencing – whether it be a tragedy or a victory. For several years, LBC has been moving money and cargo for Filipinos, now it’s time that we move Manny.”
In addition to using social media assets such as Facebook, Twitter and Youtube, the campaign was supported by television.
