| Title | POPE THANK YOU SA MALASAKIT |
| Brand | ABS-CBN CUSTOMER MARKETING GROUP |
| Product / Service | BOOK OF THANKS |
| Category | F01. Engagement Platform |
| Entrant | ABS-CBN CORPORATION Quezon City , THE PHILIPPINES |
| Entrant Company | ABS-CBN CORPORATION Quezon City, THE PHILIPPINES |
| Advertising Agency | ABS-CBN CORPORATION Quezon City, THE PHILIPPINES |
| Media Agency | ABS-CBN CORPORATION Quezon City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Donald Lim | ABS-CBN Corporation | Chief Digital Officer |
| Elaine Uy | ABS-CBN Corporation | Head, Digital Operations |
| Bojo Torres | ABS-CBN Corporation | Creative Director |
| Sierra Borlongan | ABS-CBN Corporation | Content Director |
| JP Domingo | ABS-CBN Corporation | Head, Strategy Planning and Business Intelligence |
| Ben Ravina | ABS-CBN Corporation | Head, Campaign Strategy |
| JR Dela Cerna | ABS-CBN Corporation | Head, Social Media Strategy |
| Cre Marin | ABS-CBN Corporation | Head, Social Listening |
| Jason Concepcion | ABS-CBN Corporation | Associate Creative Director |
| Joy Directo | ABS-CBN Corporation | Art Director |
| Coco San Luis | ABS-CBN Corporation | Art Director |
| Catherine Julian | ABS-CBN Corporation | Project Manager |
| Cara Farin | ABS-CBN Corporation | Social Listening |
| Jane Aquino | ABS-CBN Corporation | Head, Quality Assurance |
| Luis Baptista | ABS-CBN Corporation | Front End Developer |
| Sedrik Torquator | ABS-CBN Corporation | Back End Developer |
| Elizabeth Delgado | ABS-CBN Corporation | Digital Content Creator |
| Jessa Canuto | ABS-CBN Corporation | Digital Content Creator |
| Altea Jimenez | ABS-CBN Corporation | Digital Content Creator |
| Samuel Nepomuceno | ABS-CBN Corporation | Account Officer |
Through coordinated CTAs in ABS-CBN’s biggest social media accounts, Filipinos were invited to post their #PopeTYSM messages, prayers, and pictures for the Pope in social media. People were also allowed to post directly to the campaign site, which served as an engagement and content hub that aggregated Facebook, Twitter, Instagram, and Youtube, and news content about the Pope. The outpouring of support was overwhelming. In a matter of days, we were able to produce The Book of Thanks, a collection of online thank you messages for the Pope that was personally given to him as he was leaving the country.
The campaign reached 92M people via social media—nominally 90% of the entire Philippine population—and engaged 13M of them, generating 160M impressions. Cumulatively, 9.2M likes, comments, and shares were generated on Facebook alone, leading 657k unique users to the PopeTYSM site. 358,000 unique #PopeTYSM social media mentions were also recorded, giving ABS-CBN an industry-leading 48% social share of voice throughout Pope Francis’ visit. But most importantly, the campaign collected 75,000 user-generated messages of thanks for the Pope, filling The Book of Thanks for Pope Francis to remember the Philippines by as a grateful, thankful, and once again hopeful nation.
The Philippines is a predominantly Catholic country mired in poverty and tragedy, the worst being the unprecedented devastation by Supertyphoon Haiyan in 2013. In such dark times, Pope Francis’ compassionate papal visit helped rekindle Filipinos’ hope as they were rebuilding their lives. The resulting groundswell of “utang na loob,” the Filipino cultural trait of “debt of gratitude,” reinforced in everyone the need for kindness—and the even greater need to repay it. But how do we allow Filipinos, most of whom cannot be in Manila, to show their gratitude to the Pope in a more meaningful way? ABS-CBN, the Philippine’s biggest multimedia network, bridged this divide with the Pope Thank You sa Malasakit (“Pope Thank You for the Compassion”) campaign. Leveraging on ABS-CBN’s biggest online communities and Filipino’s world-leading use of social media, the campaign activated Filipinos everywhere to send their heartfelt thank you messages and prayers to the Pope