Why is this work relevant for Brand Experience & Activation?

The Covid-19 pandemic brought about unprecedented brand challenges in terms of culture and economic shifts in the target market, making a non-conformist approach essential in achieving business objectives. Brand activations aim for awareness and lasting connections towards a brand. Silver Swan Swanderful moves does this by engaging its target market, Filipino mothers through unique brand experiences. The brand channelled their efforts in providing brand experiences that highly connected to their target market even during the pandemic.

Background

The Covid-19 pandemic of 2020 hit globally. In the Philippines, everyone was ordered to stay indoors and be in quarantine to avoid the spread of the Corona virus. Consumer behavior shifts towards fighting the pandemic. Mothers are becoming overwhelmed with concern. From the dish they will serve, to the safety of the whole family, they try their best to stay on top of things in the “New Normal”.​ Consumer spending was also immediately affected due to economic and financial losses in the country. Silver Swan is the Philippines' leading soy sauce brand. However, it's also the most expensive brand among it's competitors. The brand also highly hinges its campaigns on traditional channels, including on-ground activities, where Filipino mothers, our target audience, are found. With the Silver Swan's price disadvantage, and its traditional brand engagement channels closed, how can the brand create brand affinity and brand value through these trying times.

Describe the creative idea (20% of vote)

With the pandemic, Filipino mothers are becoming overwhelmed with concern. However, mothers still try their best to stay on top of things in the “New Normal”. Their household attention was focused on three things. Protection, health and entertainment. With traditional marketing channels unavailable, on-ground events were recalibrated to digital experiences, communicating the message of emotional support for mothers to strengthen Silver Swan’s association with comfort, relief, and togetherness during the worlds trying times. Show mothers that they are on top of the situation even through these tough times. During "normal times", Filipino mothers were regularly doing free Zumba classes every morning in community parks to keep healthy. Silver Swan took that activity, and brought it home. Silver Swan Swanderful Moves is a online digital dance challenge, inspiring moms to fight worry and encourage the practice of healthy habits.

Describe the strategy (20% of vote)

The Covid-19 situation gave the consumer market unique challenges. While the rest of the Soy Sauce category focused on short-term sales activations like discounts, promos, and drive-to-ecommerce, Silver Swan focused its efforts on long-term brand building that creates deeper, emotional, personal connections with Filipino Mothers- who are stuck at home, and now more than ever, in need of comfort and assurance that their efforts are well appreciated. Silver Swan listened to what they needed. Social scans revealed that mothers 18-45 years old were being overwhelmed and were in search of an outlet to keep themselves physically healthy and emotionally well. Silver Swan took a fun experience that mothers usually get outdoors and brought it home. Zumba classes turned into online digital experiences, Swanderful Moves. Partnering up with Live Love Party, one of the country’s top Zumba dance choreography groups, ensured it would reach natural home makers.

Describe the execution (30% of vote)

Pre-event: We shared paid and organic materials that drove awareness and excitement about the #SwanderfulMoves Dance Party, including full-video tutorials, content push from LIVE LOVE PARTY, and teaser posts. Launch On Mother’s Day: The campaign culminated in a live Zumba session on Live Love Party’s website highlighting #SwanderfulMoves and Silver Swan Products. Post-event: We leveraged consumer entertainment behaviors developed during the pandemic to amplify awareness and positive sentiments by launching a TikTok Dance Challenge, #SwanderfulMovesChallenge. Boosted social media materials and KOLs supported this effort. SwanderfulMoves Challenge: Ongoing, the TikTok challenge enables Silver Swan to connect deeper with audiences in a new platform and collect user-generated-content that will nurture our community of Swanderful Moms.

List the results (30% of vote)

#SwanderfulMoves successfully created mass reach and awareness across all digital platforms. With high performing YouTube ads, engagement results show high interest in joining the Mother’s Day Live Event, with total interest garnered at 299,309 on Facebook. #SwanderfulMoves earned an average daily reach of 18,310, or a total reach of 274,649. During the total duration of the campaign on Facebook, #SwanderfulMoves reached 10,242,505 people, and collected 1,169,028 engagements. Collectively, the Facebook posts outperformed benchmarks by +2340.81%. On YouTube, #SwanderfulMoves moved very well! The campaign gathered 132,965 actual views. On Instagram, #SwanderfulMoves performed just as good, reaching 2,778,325 individuals, and earning 502,691 engagements. TikTok is where #SwanderfulMoves shined! Posts from Silver Swan and KOLs did not overlap in timing, ensuring consistent presence throughout the month earning Engagement: 749,237 total Views: +47M UGC Engagement: 1,490,478

Please tell us about the social behaviour that inspired the work

Pre-pandemic, the Filipino mothers' duties were already tough. From getting children ready for work, preparing healthy meals for the family, doing the grocery shopping, not to mention general housekeeping. With the overwhelming workload, it is common to see the typical Filipino mother going to the public park to join others like herself, engaged in Zumba sessions, a group workout mainly composed of different sets of dance choreography that mothers can easily follow. With the fun music, good workout, shared experiences, and good friends, these Zumba sessions are a great respite from the mothers' daily grind and good way to keeping herself healthy. Having the community in quarantine because of the pandemic, ended these enjoyable experiences for our target market.