Title | MISIS DONUT |
Brand | MISTER DONUT |
Product / Service | MISTER DONUT |
Category | B07. Use of Events & Stunts |
Entrant | FCB MANILA, THE PHILIPPINES |
Idea Creation | FCB MANILA, THE PHILIPPINES |
PR | FCB MANILA, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Jake Tesoro | FCB Manila | Chief Operating Officer / Chief Creative Officer |
Mark Ngo | FCB Manila | Creative Director |
Edward Baltazar | FCB Manila | Senior Art Director |
Paulyne Gonzales | FCB Manila | Copywriter |
Jay Pagkatotohan | FCB Manila | Copywriter |
Jade Suayan | FCB Manila | Art Director |
Glenn Mantilla | FCB Manila | Final Artist |
Lou Santos | FCB Manila | VP for Client Services |
Jerry Cifra | FCB Manila | Digital Director |
Ulyssis Enrico | FCB Manila | Account Director |
Justine Savet | FCB Manila | Account Manager |
Lizette Santos | FCB Manila | Chief Operating Officer / VP for Strategy |
Bebs Abrillo | FCB Manila | Strategy Planning Director |
Lubern Luna | FCB Manila | Senior Social Media Analyst |
Arvino Yanuario | FCB Manila | Freelance Art Director |
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.
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).
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.
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.