Creative Execution

Through the app, we gave Filipino netizens the chance to experience being a housemate, using challenging tasks that test their knowledge of the TV show and personal dares that reveal their true selves. Throughout the day, we asked them to answer questions, share photos, or upload videos. We rewarded them points for each task they completed and shared with friends. And to encourage engagement, we gave them the power to vote for fellow housemates who are truly being themselves (“Wow”) or simply faking it (“Weh”). The app also integrates with ABS-CBN’s digital assets through the PBB Microsite.

We expanded our reach by getting 31,281 online housemates, converting 3,399 of them into daily active users on average. And with a 14%-36% active usage and 96% user retention rate, we activated them into highly-engaged online housemates. Cumulatively, the campaign got 47,939 completed tasks, 23,725 of which were original photo and video content that told their personal stories. They also made the campaign scale with 64,051 shares, 186,462 up (“wows”) and down (“wehs”) votes. Ultimately, the campaign generated for the show Php 9.4 million (US$ 217,000) in earned digital media value, or a 2,242% ROI—all with no paid media.

Pinoy Big Brother (PBB) is a primetime reality game show where housemates must face challenges inside a house with 24/7 cameras. The housemate who best exemplifies the journey of self-discovery and gets the most viewer-votes wins grand prizes. In a developing country like the Philippines, PBB has become a symbol of hope for Filipinos who dream of a better life. This season, 40,000 auditioned for the show. But only 18 made it through. So how do we reach out to these thousands of disheartened dreamers and keep their hope alive? Since 93% of Filipino netizens spend time on Facebook the most, we decided to give them a second chance. A second house. We created the The Pinoy Big Brother House Online Facebook app.