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 unique challenges.

Describe the strategy

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 fun experiences 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 online ensures that the campaign reach natural homemakers

Describe the execution

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

#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 earning Engagement: 749,237 total Views: +47M UGC Engagement: 1,490,478 Through the campaign, Silver Swans business, grew 22% compared to the previous year, despite the challenges of the pandemic.