The Campaign

AlDub is the biggest love team discovered through social media. They were well-loved but also hated 24/7, which is something that their teen fans can relate to. In an era of ‘selfies’, Master and Eskinol, whose core message is confidence, aimed to establish a campaign that would empower teens to pull through their issues with ease and an unparalleled confidence. They broke ground by tackling the issue of cyber-bullying head-on with humor and wit that alluded well to teens. They did this by leveraging on the right endorsers-- A-list celebrities, Alden and Maine or “AlDub”, a love team discovered through social media. They dared to communicate, through the social context of oil and pimples, that as we wipe off the dirt on our faces, we #WipeAwayTheHate online.

Creative Execution

Launched via Facebook, Twitter and YouTube, the Maskinol video leveraged on different principles to set it up to success through their influencers and a strong advocacy. Called by media as ALDUB, the celebrity status of Alden Richards and Maine Mendoza equal that of other A-list love teams, proved to be the best spokespersons for the target market, as they’ve become a symbol of a modern Filipino and Filipina. Having established our audience’s core issues pertaining to insecurities and identity, the brand needed to pinpoint an execution that would highlight a solutions-oriented way to teach teens how to fight cyberbullying. The execution, which was a comedic video of celebrity endorsers Alden and Maine reacting to “hate tweets” and shrugging it off, regardless, successfully inspired our audience to do the same—that no matter what happens online, there is always a way to #wipeawaythehate.

In terms of online metrics, the campaign was able to attract millions of viewers and hundreds of responses from empowered teens with minimal media spend! • The campaign materials have thus far garnered 34,112,023 impressions brought about by conversations around the hashtag #WipeAwayTheHate • The hero material reached a total of 3,333,153 combined video views from both YT and FB for both brands. • The video shared on Alden and Maine’s twitter accounts has thus far attracted almost 100,000 retweets and favorites on Twitter. • #WipeAwayTheHate trended locally that week, peaking at #2 only behind AldubSayItAgain (Alden Richards new album) More importantly, the campaign drove stellar business results. • Despite Master already being the #1 male brand and Eskinol being the #1 deep cleanser brand in the country, both brands continued the momentum and improved market share versus previous year with 13% and 7% projected growth respectively.

Filipinos are crazy over celebrity love teams. They follow their lives and even aspire to be like them. To connect with our target who are mostly teens, we leveraged on one of the most prominent love teams and digital influencers in the country, Alden Richards and Maine Mendoza, whose fan base of 3 million are mostly teens. We tackled the issue of cyberbullying which 80% of Filipino teens are experiencing today which celebrities are also not immune to. In order for the campaign to succeed, Aldub needed to be in their most authentic form. Not as the heartthrob and the comedienne—but as Richard Faulkerson and Maine Mendoza themselves. This was the mindset behind the strategy that set Master and Eskinol apart from other brands. The campaign showcased real individuals who were strong and friendly– capable of responding to hate tweets with humor and wit.