The Campaign

And so Rock Ed, an organization seeking alternative ways to politically educate Filipinos, went straight to where many of them are: Facebook. Appropriating the 'Memory' posts we see on our feeds, it created a series called 'Memories of Martial Law.' Making Filipinos remember the nightmare that was the dictatorship--from the human rights violations to the rape of the economy.

Creative Execution

The materials were posted from 13 to 28 April, in the run-up to the national elections. Fueling much conversation on it, they got impressive scores not only on engagement, but also on reach.

The materials achieved 1305% more reach and 51% more engagement than the average Rock Ed Facebook post. Even against the average industry rate, they generated 200% more engagement. Reaching 649,400 Filipinos. Enough to defeat Marcos' son who lost by 263,500 votes.

This work is relevant for Media Spikes because the idea was enhanced, amplified, became relevant and powerful precisely because of the media platform in which it was run.

Insights, Strategy and the Idea

Agency drew heavily from Facebook Audience Insights to define the target of the campaign, so we could plan how best to reach them. We also used the Facebook account Insights tool to check on each post's reach and engagement, allowing us to plan for future posts of the same campaign to have maximum impact.