MANILA – Since Anmum uploaded its 9-Month Date: First Trimester video in April, it has gotten over 628,000 video plays and more than 118,000 likes (on and off post), shares, and comments. With minimal media push involved in its virality, these figures stand as a strong pillar in proving that good content can lead to great [unpaid] results, according to Digit-DM9, the agency behind the video.
Created as a means to showcase that the beauty of what’s inside the womb is worth far more than all the hardships and the joys of pregnancy, the video is a perfect example of how online videos are supposed to perform, Digit-DM9 Managing Director, Carlo Ople claimed.
“Media just gives it a push, and it grows organically from there because of the power of the creative material that was purposefully and strategically made for the web. Viral and not buy-ral,” Ople said.
Merlee Jayme, DM9 JaymeSyfu Chief Creative Officer, explained that a change in POV and tone from the traditional pregnancy videos was the key to the success of the campaign. “Most, if not all videos on pregnancy show the mom’s perspective or have a very scientific take the baby’s development,” she shared. “We wanted to take a different and a more emotional route. We showed the baby’s point of view while growing inside mommy’s tummy. The result? A cute film that touches your heart, whether you’re a mom or not.”
Ming Arroyo, Fonterra Marketing Manager, expressed her excitement for the campaign as well: “The way we took into this campaign is truly unique. Given the metrics so far, we’re very happy about the way our audience responded to ‘9-Month Date’ and that’s building our confidence in how we can engage with them in the future. We have no doubt that our succeeding efforts will have good traction and mirror similar results.”
Continuing the campaign, the Second Trimester video has recently been uploaded. Even as the third part is on the way, 9-Month Date has already sprung life of its own online.
