In today’s digital age, your brand is considered behind if you don’t have an online presence. That being said, cultivating a visible and consistent online digital presence is difficult. You need to have a concrete brand voice, a touch of creativity and wittiness, and good timing in order to successfully use digital to your advantage. Apart from that, you also need a clear-cut strategy to ensure you benefit from several factors to make the campaign work.
If you’re lost on how to make use of digital for the sake of your brand, you can take inspiration from the following brands both local and abroad that are doing it right.
We can’t start a list of brands doing it right without talking about this ride-sharing app. Angkas is known for its witty, casual banter that appeals to many Filipinos, particularly those in the Filipino millennial and Gen Z segment. Its social media pages uses terms such as “panget” to refer to its followers, but does so in a way that establishes familiarity with the audience. It also takes advantage of current trends by using popular memes, events, and more in their content.
Aside from this, Angkas has also been upfront on their stand against the move of the Land Transportation Franchising and Regulatory Board (LTFRB) to limit the number of motorcycle drivers to just up to 10,000 at the start of the year. While a brand taking a political stand would normally be controversial, Angkas has garnered good will among its followers that the hashtag #SaveAngkas even trended worldwide. This is proof of their effectiveness in amassing a loyal following through a combination of good service and lively engagements on social media.
The international Twitter account for the fast food joint Wendy’s has continuously gained traction because of its hilarious savage Tweets. Whether it’s roasting its followers or roasting its fellow fast food brands, Wendy’s has garnered a good following and engagement on the social media app, and people are always looking forward to what it will say next and to whom. So go ahead and take a look at their feed for some ideas or even for some laughs. Sometimes, the rival establishments even roast them back!
Pizza Hut is a popular pizza franchise both here and abroad. While its Facebook page normally posts regular menu items and special promos, it did go viral for its post last January 10 because of its offer of free bottomless cold water on January 14. A lot of people found it funny, several were confused, and some even threw in their ideas on what it could possibly be. On the actual date, those questions were answered with the release of their Chili Cheese Stuffed Crust Pizza. As it turned out, the free bottomless cold water was so their customers could cool down from the spiciness of their new spicy stuffed crust pizza.
This was a great way to direct interest for their new product, as it tickled the curiosity and sense of humor of Filipinos. With 64k reactions, 22k comments, and 41k shares, Pizza Hut were able to capture the attention of their audience to look forward to what was to come on the 14th. They took a gamble in the viral potential of the content, and it paid off if the engagements of the post are any indication.
Still got Manny Pacquiao’s “Shopee free shipping!” stuck in your head? Don’t fret, that was probably the intention of Shopee with their roll out of Youtube ads. With the announcement of Manny Pacquiao being Shopee’s newest brand ambassador came the influx of pre-roll ads for their 11.11 Big Christmas Sale before every related video (and even seemingly unrelated ones). Sure, some found it annoying and tedious to get through after a while, but boy did it work in reinforcing the news into everyone’s head. Pre-roll ads such as what Shopee used are effective in delivering its message within a very short period of time. They’re also unstoppable, so brands can get their point across in just a few seconds.
This big local food franchise has always been known for its viral content on social media, hitting the right emotions with videos of heartwarming stories that are truly inspiring. Aside from this, they’re also known for viral commercials, one of which is the Jollibee Burger Steak ad with Anne Curtis complete with a jingle to the tune of Sarah Geronimo’s “Tala”. With the popularity of the song in the recent months, Jollibee teamed up with both Anne and Sarah for a new ad on social media, this time to the tune of Sarah Geronimo’s “Kilometro”.This was a great move on Jollibee’s part as a way to take advantage of the popularity of “Tala” in relation to the ad they did with Anne. By combining the two ambassadors and having them cover another Sarah Geronimo song, they allow the audience to associate the ad with the popularity of the previous song, thereby increasing familiarity and relatability.
Sunnies has branched towards several ventures, including sunglasses, a cafe, and of course, a makeup line in the form of Sunnies Face. What makes their brand a part of this list is that aside from their immaculately curated feed, they also integrate their followers’ content on their website. They encourage their followers to use the hashtag #Fluffmate and to tag their account, triggering loads of new content about their products.
This arrangement lets Sunnies Face interact with their followers by making them part of their curated content on the website. Aside from this, with more users posting about #Fluffmatte, this spreads awareness to people who may want to try it as well. If you check this part of their website, you can also see that influencers and celebrities are among the faces posted. With the reach that these people have, the more people are made aware of the brand and its products.
So many brands have used the power of digital marketing to their advantage. But it takes more than just that. It also requires having an effective strategy that takes into account the brand image, target market, the platform, and the message it aims to get across. These strategies worked because of the consideration of the factors mentioned above, but it doesn’t necessarily mean these will work for you. A clear understanding of how said factors apply to you and your brand is needed in order to truly maximize digital marketing for the sake of your products and services.
If you don’t know which strategy works for you, team up with experts from a reputable digital marketing company in the Philippines to know how your brand can do it right!