Background

Megaworld Corporation, as a real estate company, is in a move to draw the brand closer to the younger generation by featuring real stories of love and relationships that are happening in its townships. Residing in Forbes Town and Uptown Bonifacio, two of the company’s townships, are social media celebrity couples Hideo Muraoka and Fatima Rabago, and Brent Javier and Janna Tee. The brief is to interview the couple for them to share the funny and the most endearing moments in their relationship. The video will be released in time for Valentine’s Day. The objective is to provide awareness for the brand as the largest township developer in the Philippines. Specifically, it aims to generate at least 1 million in total video views for the three-part series which will be uploaded on both Facebook and YouTube and with teasers on Instagram.

Describe the creative idea

The creative strategy is to keep the video as authentic possible, capturing the couples’ genuine stories and capturing even behind-the-scene reactions to questions. Aside from the interview, the couple will also be playing games to add more humor and excitement to the video. For creatively represent the brand, the first couple was interviewed in their real home in Bellagio Tower inside the Forbes Town township of Megaworld Corporation. The second couple was interviewed inside their shop in Uptown Mall, which is also part of Megaworld’s Uptown Bonifacio township. The video included photos of the couple’s past experiences and footage of their day-to-day living inside the township.

Describe the strategy

The targeted audience are the two generations of millennials: 20-28 years old, and 29- 38 years old. To appeal to these generations, the video series will feature social media celebrity couples that also belong to the same age group. Hideo Muraoka and Fatima Rabago, being in their mid 30s, will relate to audiences aged 29 to 38 years old while Brent Javier and Janna Tee, being in their late 20s, will relate to the 20-28 age group. Facebook enjoys high penetration in the Philippines with 64 million users from different age group. YouTube has also massive reach in terms of video consumption. The videos will be posted in the two platforms to maximize reach. While Instagram is popular to the younger generation, it has a 60-second limitation in its feed videos. Instagram was used to provide 1-minuters that brought the audience to Facebook and YouTube for the full versions.

Describe the execution

The video series were published in three different dates during the Valentine’s Month. An intro video was published on Valentine’s Day itself, February 14, 2019, on both Facebook and YouTube. To not compete with the deluge of Valentine’s videos, the two full versions of the videos were published few days later, on February 18 and 22. The videos were published on minimal video boostings on Facebook for PHP20,000 and skippable ads on YouTube also for PHP20,000. Two 60-second teasers were published on Instagram with ‘Watch Now’ jump link to the full versions published on YouTube. A swipe-up link was also published on Instagram stories. Behind-the-scenes were posted on Twitter with links to the full versions on YouTube. Facebook Links: Video 1: https://web.facebook.com/watch/?v=2726616894030080 Video 2: https://web.facebook.com/watch/?v=779332089110398 Video 3: https://web.facebook.com/officialmegaworldcorp/videos/315790329079841/ YouTube Links: Video 1: https://www.youtube.com/watch?v=6_RFa1J9TGs Video 2: https://www.youtube.com/watch?v=ODJsI9HygwU&t=2s Video 3: https://www.youtube.com/watch?v=_4lBGBVjygY&t=3s

List the results

Facebook, the first video garnered 340,289 views while the second video collected 447,786 views. The third video in the series was watched 438,189 times. The total video views on Facebook was 1,226,264. On YouTube, the first video was viewed 153,678 times. Video number 2 in the series collected 76,890 views while video 3 has 62,456 views. The series received 293,024 views on YouTube. The total combined views on Facebook and YouTube reached 1.5 million, eclipsing the target of 1 million views. The videos also reached a combined 2.1 million Facebook accounts, 610,000 Instagram users and 290,000 impressions on Twitter. These translated to an increased positive feedback for the Megaworld brand based on social media sentiments as provided by social listening tools.