The Brief

United Home Products (UHP), a low cost branded healthcare line, was challenged to sell its products to the poorest provinces in the Philippines. It competes in a cluttered market of herbals and generics. These were more available and preferred not just because they were cheaper, but they were advocated by people they trust. Our task was to help them afford better healthcare for their families. But our mission was to inspire and create UHP advocates within the communities. Our strategy was to leverage on the network of moms we created to turn advocacy into conversion and usage.

Describe how the promotion developed from concept to implementation

We created a grassroots community outreach program, “Unang Hakbang Pangkabuhayan” (First Step to Livelihood). It armed moms with skills (like massage therapy and soap making) and resources (raw materials indigenous to the region in which they lived) to create a start-up business. From the income that they now generated, they would be able to take better care of their families and concern themselves beyond the basic necessities. We leveled-up their start-up income by embedding an incentive-based promo leveraging on the network of moms we’ve created. Additional incentives were given for their willing endorsement of UHP to 5 other non-UHP users.

Describe the success of the promotion with both client and consumer including some quantifiable results

The results multiplied. 50% of the participants networked to 5 other non-users each, growing our community from 200 to 700. The new UHP advocates used this community as a network where they share knowledge and sell UHP products. Even with the absence of media for the promo component, the brand advocates (56% love the brand) helped convert non-users driving organic sales growth, from 18% to 85% in Mindanao, 18% to 154% in Visayas. We created a new distribution channel, formed brand advocates and achieved business success. Most importantly, we improved the livelihoods of moms - winning their love and respect.

Explain why the method of promotion was most relevant to the product or service

We realized the need to be more accessible and make UHP become part of the community. The strength of our campaign lied in the organic endorsements of moms who became the force multiplier. They willingly endorsed and sold the products to the people that trusted them. These new UHP brand advocates became our link to the local communities as they shared relatable and authentic experiences. A specific resource person was embedded into each province for continual support. On a business perspective, we also formed new partnerships with the drugstores at the grassroots to renew awareness and encourage demand for UHP.