| Title | BEAUTY FAUX FONT |
| Brand | VIDA NUTRISCIENCE |
| Product / Service | SNOW SKIN |
| Category | B10. Use of Social Platforms |
| Entrant | WUNDERMAN THOMPSON Makati City, THE PHILIPPINES |
| Idea Creation | J. WALTER THOMPSON PHILIPPINES Makati City, THE PHILIPPINES |
| Production | WUNDERMAN THOMPSON Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Golda Roldan | Wunderman Thompson Philippines | Manging Director |
| Dave Ferrer | Wunderman Thompson Philippines | Chief Creative Officer |
| Brandie Tan | Wunderman Thompson Philippines | Executive Creative Director |
| Javey Villones | Wunderman Thompson Philippi | Creative Director |
| Zachary Lim | Wunderman Thompson Philippines | Copywriter |
| Villarica Manuel | Wunderman Thompson Philippines | Art Director |
| Aldrin Alejandro | Wunderman Thompson Philippines | Editor |
| Pam Garcia | Wunderman Thompson | Executive Strategic Planning Director |
| Kathy Tambunting | Wunderman Thompson Philippines | Client Service Director |
| Marvin Osorio | Wunderman Thompson Philippines | Group Account Director |
| Angelique Vergara | Wunderman Thompson Philippines | Account Manager |
| Carol PeBenito | Wunderman Thompson Philippines | Agency Producer |
| Michael Gonzales | Wunderman Thompson Philippines | Digital Imager |
Online, Facebook’s automated copy detection algorithm is sophisticated enough to detect copy on its own and block posts that were more than 20% copy from being boosted.
On Facebook, brands don’t have full control of their content. An algorithm blocks content that consists of more than 20% copy from being boosted. As a result, Snow Skin had to promote themselves with unique content without any additional cost.
A direct approach of simply creating more content versus creating unique content simply was not cost effective given our situation. Instead we invested our time searching for a design solution to creating unique content.
The strategy was to face the limitation directly, and instead of planning for the rules, we decided to create our own loophole to make unique, and engaging content that could only be claimed by the brand.
With a simple redesign, we were able to reclaim a media channel to be used as we wanted to. We created a font out of images so when passed through Facebook’s copy detection algorithm, they are read as images and are able to pass by undetected.
Engagement reached as high as 38,000 reactions with 815 shares and 79 comments. Compared to an average of 343 reactions, the new font resulted in an 11,078% increase.