The Campaign

Branded Entertainment has been increasingly popular in the Philippines, as advertisers find ways to rise above the clutter which has been steadily rising year-on-year. Given the competitive media landscape, content has become king - brands have ventured into creating content via program association leveraging on shared assets, or creating content that is shareable both on broadcast and online. Given the proliferation of branded content targeted towards Moms, it too has reached a point of saturation. As such, the key to success lies on relatable content, executed in the right channels, and will engage Moms at the time when they are most receptive to our communications.

Results

Choosing water to drink simply cannot be compromised, most especially when it comes to drinking water for the family. While Wilkins Distilled Drinking Water continues to communicate its trusted and safe for the family credentials, competition has started to encroach on Wilkins’ equity via aggressive media support – capitalizing on credible mom influencers - celebrities and doctors to communicate the same message. The challenge therefore was to reinforce Wilkins’ trust and safe equity and clearly differentiate against competition. As such, Wilkins chose the best possible advocate to remind moms to go for the brand that is most trusted by those who know best, moms – because there’s just no one else better. Through Alagang Wilkins: Moms Knows Best, Wilkins reached out to Filipino Moms and asked them to share how they show their best love and care for their family. Wilkins invited moms via television and credible mom bloggers to post their stories on Wilkins’ microsite within Smart Parenting’s website. In the end, Wilkins chose the Top Six winning stories, five of which were featured on Smart Parenting Magazine, and the top story was brought to life via a two-part mini-series. Wilkins thought that the best way to give tribute to moms on their special day is to bring to life how moms really know best when it comes to family. And so, as a fitting tribute, the mini-series started airing on Mother’s Day on leading moms channels. To reach out to more moms and to enable continuous interaction, the winning stories and mini-series were also shared on Smart Parenting’s website and on mom-centric blog sites online.

Wilkins ensured that moms were drawn to the branded mini-series by featuring a true story of a Mother’s love that strongly resonates to them. Utilizing broadcast and online media support to gather stories, Wilkins provoked Moms to share their personal stories that show their best love and care for their family with the help of Wilkins Distilled Drinking Water. After the story-gathering phase, the same platforms were utilized to invite Moms to watch out for the winning story brought to life via Wilkins Distilled Drinking Water’s Special Tribute to them come Mother’s Day, May 12.

The campaign broke records for Wilkins as Brand Health Metrics surged despite no thematic material on-air - Spontaneous Ad Awareness is at its all-time high at 25.2% as of May 2013, Past 4 Weeks consumption is at its highest at 26.2% overtaking closest competition, and Brand Preference peaked at 18.7%. The total campaign generated return on investment of 1 is to 5, or savings equivalent to Php 24M, given efficiently negotiated airtime and production investment. The series was able to capture the attention of 1,233,389 Filipino Moms on-air nationwide as of its 4th week on-air; and online, 33,642 unique page views within participating Mom influencers’ blog sites. Through Alagang Wilkins: Moms Know Best, Wilkins has successfully empowered moms and establish that indeed, when it comes to choosing trusted and safe drinking water for the family, moms know best!