The Campaign

The brand changed its name and logo to Misis Donut. “Misis” is a Filipino term for “Missus” and is widely used as a term to refer to your wife. Since “Mister” is an integral identity of the brand, we leveraged this identity to give the spotlight to the mothers who have continually supported our brand. We, quite literally, dedicated our entire brand to her.

Execution

More than 2,000 stores and kiosks all over the country changed their signage, uniform, and packaging during the Mother’s Day weekend. On digital, the brand also changed its name, logo, and voice to introduce Misis Donut to celebrate mothers.

Tier 2: Target Audience Outcomes During the month of May 2018, the brand recorded a staggering 97% positive sentiments (measured through social listening), the highest compared to the average of 36% recorded from January to April 2018. On Twitter, during the campaign period, the brand was able to get an estimated reach of 2.7 million or 3,281 users. The change of name on Facebook generated the highest organic engagement rate at 11.25%, which is 5% higher versus the global engagement rate released for the month of March. The brand also registered the second highest engagement rate on its Facebook page at 5.40% with minimal investment. Tier 3: Business Outcomes The effort resulted in an increase of Mother’s Day sale by 7% compared to last year’s Mother’s Day sales. It also increased the brand's scores on key market attributes like P3M (+13%), P4W (+7%), and BUMO (+10%) versus the previous quarter. There was also a 16% increase in brand usage during the month after the campaign versus the previous month (based on Q2, 2018 Brand Health Tracking).

The Situation

Mother’s Day is a ripe time for brand relevance and strengthening a brand’s relationship with mothers. The Misis Donut name change showed how far a brand can go to make their primary customers feel more special. We wanted our Mother’s Day campaign to make mothers feel closer to our brand in a way that only our brand can.

The Strategy

Mothers have always been the primary customers of the brand. They view the products as a simple reward for their children, as a small treat to bring home after work for the family, or as a weekend snack. We wanted to strengthen our relationship with our most loyal customers – mothers -- by dedicating our entire brand to her. Since the Mother’s Day weekend is a time for bonding among families, our name change will see a large foot traffic as our stores and kiosks are located in malls, bus stops, and areas where families frequently visit during weekends.