|Title||IBALIK MO SUKLI|
|Brand||JACK N JILL CHIPPY|
|Product / Service||SNACKS|
|Category||D01. Social Video|
|Entrant||SEVEN AD Taguig, THE PHILIPPINES|
|Idea Creation||SEVEN AD Taguig, THE PHILIPPINES|
|Production||SEVEN AD Taguig, THE PHILIPPINES|
|Teeny Gonzales||Seven A.D.||Chief Executive Officer / Chief Creative Officer|
|Tey San Diego||Seven A.D.||Chief Operating Officer|
|Russell Molina||Seven A.D.||Executive Creative Director|
|July Malantic||Seven A.D.||Creative Director|
|Mecca Roño||Seven A.D.||Junior Art Director|
|Joana Callanta||Seven A.D.||Business Unit Director|
|Marc Angelo Pacumio||Seven A.D.||Senior Account Manager|
Chippy, one of the many snack brands in the Philippines, is part of a category that’s very cluttered. Most of the brands in this category would use popular Filipino celebrities to endorse their products. On digital, we also see the same thing – endorsers and celebrities galore! We see different brands using the same faces. Being a heritage brand, there was a need to shake things up, make some noise, and stand out from the clutter in order to excite consumers once again about Chippy!
The brand tried to do something different that would make the fans go crazy –influencer marketing with a twist. We made the fans create the best influencer for the brand.
Via social listening, we discovered that our fans are heavily into music. Leveraging on their always-on habit, we made a series of social posts that made them part of the creative development – asking for a band name and a song title. And we brought it to life by creating a song and a music video. The campaign came to life on its own via the engagement of the fans.
The campaign kicked off with a challenge post – a band with no name. We asked them to come up with the band name by combining the most random things – the color of their shirt and the object on their left. We picked an entry from the comments section – RED MOTHER WITH HANGER. Now that we have a band name – we asked the fans to think of the group’s hit song. We posted another material, this time asking consumers to check on the last message they sent, and this would be the band’s first hit song. From the comments section – we picked IBALIK MO SUKLI (English translation: Give me back my change) We have a band. We have their hit single. Then we made a rockin’ music video to the winning song!
The mini music campaign was a hit! - 3,806,632 impressions - 1,877,623 reach - 9,636 comments - 3,037 shares We rocked industry standards and achieved a whole new high for Chippy. - 15.36% engagement vs. 4.11% industry standard