MANILA, PHILIPPINES — We live in a world of endless choices, with consumers able to consume more content in more places than ever before and marketers facing crucial choices about how to own the moment, everyday, in their audiences’ lives.
With the myriad of touchpoints consumers have with brands, building a consistent and memorable relationship with regular messaging over time can have as much impact as those epic tentpole moments. Now, more than ever, it is important that brands seize every moment as an opportunity to drive stronger connections with their consumers — driving a return for sales in the near term, as well as brand-building for the long term.
Meta technologies span a wide spectrum of connection for people and businesses — from one-on-one connections made via Messenger to broad participatory experiences like Reels on Facebook and Instagram that make it a place where brands are built and grown — today and tomorrow. Connecting over half the world’s population in inspiring and innovative ways, Meta helps brands seize every moment with their consumers through continued investment in industry-leading AI, driving reach & conversational commerce with Business Messaging channels and proven creative & media solutions that multiply impact across the funnel, among others.
For this year’s Blue Boomerang, awarded at the Digital Marketing Association of the Philippines’ (DMAP) annual Boomerang Awards, Meta celebrated brands and businesses that have truly embraced the transformative powers of Meta to drive relevance and sales for their brands. The jury for Blue Boomerang this year, composed of Laurie Lee, Head of Industry at Meta; Gino Pineda, Client Partner at Meta; Emm Ordinanza, Integrated Media Head of Nestle Philippines; Aileen Magdaluyo, Global Media and Digital Director of Universal Robina Corporation; and Sherry Magno, Deputy Head of Precision at Wavemaker Philippines, deliberated on campaigns that recognized the innovative use of Meta to maximize their business success.
AI-powered dynamic creatives with FWD Life Insurance Philippines
As creative continues to be the most powerful lever for advertiser performance, businesses can tap the intersection of Meta AI tools and brands’ own human brilliance to drive engagement. One of the finalists for the Blue Boomerang, FWD Life Insurance Philippines, did just this. FWD Life Insurance Philippines offers customizable insurance products across demographic and interest groups and was looking for a way to communicate these offerings personalized, at scale. FWD Life Insurance Philippines, in partnership with Publicis Groupe and Meta, launched the first Dynamic Content Engine (DCE) campaign in the Philippines, using real-time data to launch dynamic assets, maximizing machine learning and predictive analysis for content and media optimizations. Through machine learning and predictive analysis, FWD Life Insurance Philippines was able to dynamically customize videos + products + messaging combinations to generate 4,096 dynamic assets across Meta surfaces based on real-time programmatic performance data. The power of AI was evident in driving 82% efficiency on cost-per-click and 137% higher click-through-rate.
Driving online-to-offline conversions at Sari-Sari Stores with Cream Silk and Messenger
Business messaging, on the other hand, empowers businesses to reach new audiences and build ongoing and personal one-to-one relationships with each customer at scale. Many small businesses and multinational brands have leveraged Messenger to drive value across the customer lifecycle from unlocking cost-savings, to building retention and long-term engagement.
Cream Silk, another finalist for the Blue Boomerang, was aiming to increase its consumers from the Visayas and Mindanao regions and bridge the gap closer with sari-sari store owners. With this objective, it leveraged Messenger and launched a Click-to-Messenger (CTM) campaign on Meta to drive an online-to-offline sari-sari store consumer promotion. In partnership with Mindshare Philippines, Growsari and Meta, the CTM campaign led to a chatbot asking profiling questions, and users were rewarded with a unique QR code that acted as a discount voucher that can be used at Growsari’s list of partner sari-sari stores. The month-long campaign was able to garner over 10,000 chat-bot conversations with the support of the CTM campaign. This resulted in 4,367 unique QRs generated achieving a 43% conversion rate.
Owning tentpole moments with Nido+ and Meta Emerging Media Multipliers
Meta helps brands deliver reach, efficiency, and effectiveness through proven media best practices and Multiplier solutions such as Meta Moment Maker, Meta Frequency Amplifier, and IG Reminder Ads — all of which multiply the results of campaigns.
The Blue Boomerang winner this year was NIDO 3+ for its “#1 Moms: Your Love is More Than Words” campaign by Nestle Philippines and Openmind Philippines, which strategically maximized the use of these solutions to lead to a market share increase within six weeks and the brand’s highest monthly sales in three years in May (peak campaign period). Recognizing Meta as the dominant social media platform with 54.9% of Filipino moms using it for brand information, NIDO 3+ strategically utilized this channel and its multiplier solutions for its campaign across the life of the campaign.
In the Teaser phase, NIDO 3+ introduced the Instagram Reminder Campaign to increase awareness and anticipation for the Mother’s Day film. During the Launch phase, Meta Max Reach was used to achieve wide exposure and communicate the campaign’s message effectively. And in the Sustaining phase, Meta Frequency Amplifier was activated to enhance brand recall and message retention. These results demonstrate how Meta’s solutions effectively heightened brand love and reinforced the brand’s position as the #1 Ally of Filipino moms in raising toddlers and preschoolers.
With an array of outlets and solutions that are available to brands, it’s crucial to be able to utilize the right approach in order to effectively reach and communicate with their consumers, and forge an authentic relationship with them. “Meta, as a partner, offers not only a platform to elevate our buying efforts but also serves as a business ally with a shared objective of fostering business growth,” shared Dottie Fonte, AVP for Integrated Marketing at Nestle Philippines. As the major solutions provider for businesses, Meta is making it easier and more accessible to grow one’s brand today and evolve with the changes of tomorrow with its innovation to provide businesses with the best strategies to meet their objectives successfully.
