|Brand||HORMEL FOODS INTERNATIONAL|
|Product / Service||SPAM® BRAND|
|Category||A02. Use of Social / Digital Platform|
|Entrant||BBDO GUERRERO Makati City, THE PHILIPPINES|
|Idea Creation||BBDO GUERRERO Makati City, THE PHILIPPINES|
|Media Placement||OMD PHILIPPINES Makati City, THE PHILIPPINES|
|Media Placement 2||MEDIADONUTS Makati City, THE PHILIPPINES|
|Production||FLARE MANILA Makati City, THE PHILIPPINES|
|Production 2||WYD PRODUCTIONS Makati City, THE PHILIPPINES|
|David Guerrero||BBDO Guerrero||Creative Chairman|
|Federico Fanti||BBDO Guerrero||Executive Creative Director|
|Ali Silao||BBDO Guerrero||Creative Director|
|Jamie Que||BBDO Guerrero||Creative Director|
|Emman Carandang||BBDO Guerrero||Associate Creative Director|
|Gio Gamban||BBDO Guerrero||Copywriter|
|Jax Guillen||BBDO Guerrero||Art Director|
|Gab Bernal||BBDO Guerrero||Art Director|
|Liezl Villamor||BBDO Guerrero||Account Director|
|Angela Nuñez||BBDO Guerrero||Account Director|
|Celine Larracas||BBDO Guerrero||Senior Account Manager|
|Marrinel Poblete||BBDO Guerrero||Account Manager|
|Cristina Buenaventura||BBDO Guerrero||Executive Director of Planning|
|Roshan Nandwani||BBDO Guerrero||Executive Director of Transformation|
|Oleg de Leon||BBDO Guerrero||Digital Experience Manager|
|Ernest Pascual||BBDO Guerrero||Digital Trainee|
|Angela Sison||BBDO Guerrero||Digital Trainee|
|Angela dela Calzada||Just Add Water||Broadcast Producer|
|David Wright||Flare Manila||Head of Integrated Production|
|Luisa Olarte||Flare Manila||Executive Producer|
|Carl Graham||Flare Manila||Director|
|Ian Guevara||Flare Manila||Director Of Photography|
|Wilberto Abenido||Flare Manila||Editor|
|Denise Galoyo||WYD Productions||Executive Producer|
|Judd Figuerres||WYD Productions||Director|
|Sarah Arrogante||WYD Productions||Production Designer|
|Rutherford Celino||Flare Manila||Editor|
Filipinos are famously obsessed with karaoke, having patented the first karaoke machine in 1975. SPAM® utilized the country’s love for karaoke and combined it with the usual recipe format. This resulted in the SPAM® Recipeoke campaign, turning step-by-step cooking instructions into karaoke hits.
SPAM® is loved by Filipinos, but it’s also more expensive than other brands. So, SPAM® wanted to reinforce its versatility through recipe videos. The task was to make them different from the hundreds of thousands already online. So that the SPAM® could strengthen brand affinity and also encourage consumers to search for and try new SPAM® recipes.
SPAM® made recipe videos sing, literally, with SPAM® Recipeokes.
SPAM®’s primary target are moms from 30 - 40 years old who often search for recipes to feed their family. This segment is also highly engaged by recipe videos but the brand needed to give its own unique spin to the format. Filipinos love karaoke. It’s ubiquitous at every social event, from wedding to funerals. So, SPAM® created original karaoke videos that are also actual recipes, making it easier for people to remember how to make different SPAM dishes.
We worked closely with top musicians to compose 6 original “recipeoke” videos. Each is patterned after a popular karaoke music genre: boyband, R&B, arena rock, 80s dances, power ballad, and soft rock. Each is ostensibly a love song between SPAM® and another ingredient, but also has step-by-step cooking instructions. These were launched on Facebook and YouTube. SPAM® asked people what other ingredients they wanted featured. And the brand, in collaboration with popular online artists, responded with new Recipeokes. As a follow-up, SPAM® tapped one of the Philippines’ most popular artists, Kyla. She starred in 5 additional Recipeokes inspired by nostalgic, diva music videos from the likes of Mariah, Celine and Whitney. These aired on TV nationwide, and were uploaded on to Facebook, Instagram, YouTube and even LED billboards. SPAM® also partnered with Rockstar KTV Bar for a promo where guests could sing the Recipeokes to get a SPAM dish free.
The response to the campaign was phenomenal. Campaign Asia released an article about “Spampocalypse” as the brand soared 500 places up in Asia’s top 1000 brands. The videos had triple the engagement vs the industry standard and 4 times the number of viewers turning sound on. There was an 18% increase in search interest. This resulted in 20% increase in sales in one of the top mall chains in the Philippines. The videos reached a total of 13 million views on Facebook, Instagram, and YouTube. And had a 28 total Facebook campaign post reach.