The Brief

LBC has a long-term sponsorship deal with Manny Pacquiao. But the iconic fighter has slumped lately. More than just promoting our brand, we wanted to see Pacquiao regain his status as one of the world’s elite boxers.

Describe how the promotion developed from concept to implementation

With speculations rife of Manny Pacquiao’s supposed decline, what with all the non-boxing activities he pursues and his less than stellar recent fight record, LBC wanted to go beyond sponsoring a boxing match. Instead, LBC wanted to spearhead a global effort via social media to encourage Pacquiao.

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

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.

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

Manny Pacquiao has moved Filipinos throughout his illustrious career. LBC, as a logistics company that moves all over the world, created an opportunity for people to move and give back their support to our beloved boxer.