| Title | MOVE IT FOR MANNY |
| Brand | LBC EXPRESS PHILIPPINES |
| Product / Service | LOGISTICS PROVIDER |
| Category | A08. Use of Social in a Media Campaign |
| Entrant | HAVAS MEDIA ORTEGA Makati City, THE PHILIPPINES |
| Entrant Company | HAVAS MEDIA ORTEGA Makati City, THE PHILIPPINES |
| Advertising Agency | HAVAS MEDIA ORTEGA Makati City, THE PHILIPPINES |
| Advertising Agency 2 | ARENA Makati City, THE PHILIPPINES |
| Media Agency | HAVAS MEDIA ORTEGA Makati City, THE PHILIPPINES |
| Production Company | GUNG HO FILMS Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Lawin Bulatao | Havas Media Ortega/Arena Philippines | Executive Creative Director |
| Tonypet Sarmiento | Havas Media Ortega/Arena Philippines | Executive Creative Director |
| Ramon Alfonso | Havas Media Ortega/Arena Philippines | Senior Art Director |
| Aries Cayabyab | Havas Media Ortega/Arena Philippines | Senior Art Director |
| Griffey De Guzman | Havas Media Ortega/Arena Philippines | Associate Creative Director/Copywriter |
| Kage Gozun | Havas Media Ortega/Arena Philippines | Social Media Manager |
| Ej Afzelius | Havas Media Ortega/Arena Philippines | Social Media Manager |
| Kankan Ramos/Lim | Havas Media Ortega/Arena Philippines | Executive Director Of Social |
| Iea Nepomuceno | Havas Media Ortega/Arena Philippines | Business Director |
| Edel Sarmiento | Havas Media Ortega/Arena Philippines | Account Manager |
| Michelle Obligacion | Havas Media Ortega/Arena Philippines | Account Executive |
| Jan Parma | Havas Media Ortega/Arena Philippines | Agency Producer |
| Bixie Reyes | Havas Media Ortega/Arena | Head Of Design/Creative Director |
| Noel Enriquez | Producer |
In just 10 days, the campaign created 66 million impressions, over 2,700 spontaneous brand mentions, a 10% increase in positive brand sentiment and 4,792 new organic likes for LBC’s official Facebook page. No small feat for a brand who has drawn the ire of its customer base. Where people once besieged our wall with complaints about their delayed shipments and missing items, the page was instead filled with encouragement for the country’s most beloved fighter – amounting to zero negative press about LBC during the entire course of the campaign.
Considering that the bulk of criticisms against both LBC and Pacquiao took place in social media, the Media Team devised a plan to use the exact same channels to rally the people around to support Manny Pacquiao. Facebook and Twitter were favored, with a little push from paid media.
LBC is looking to increase the number of likes for its Facebook page. Though there is engagement in the Facebook page, it’s mostly comprised of complaints and criticisms. In fact, it has come to the point that whenever LBC posts in its Facebook page, it will be hijacked by angry fans regardless of topic. With another Manny Pacquiao fight in the horizon, LBC viewed its long-standing sponsorship of Pacquiao’s fights as a means to turn around the numbers and sentiments for both the brand and the seemingly declining boxer.