Brand Influencers in the Philippines: How Guinness’ Strategy Can Inspire Local Brands

Have you ever wondered how iconic brands maintain their charm across generations? Today’s brand landscape in the Philippines is evolving rapidly, and for local companies, finding ways to stay relevant is key. By looking at global players like Guinness, which has transformed its approach to branding, Filipino brands can learn how to harness the power of community-driven marketing and influencer collaboration to build lasting connections with their audiences. Let’s explore how Guinness has redefined itself and what lessons we can take to shape the future of brand influencers in the Philippines! Guinness’ Journey from Heritage to Modern Appeal Guinness, a brand known globally for its distinctive dark stout, has been around for over 260 years. However, its success isn’t just due to its rich taste; it’s also because of a keen adaptability that keeps it relevant in modern times. From the beginning, Guinness has stayed true to its values, acknowledging that its deep-rooted legacy is a core strength. Today, as it embraces digital transformation and modern social dynamics, Guinness remains an icon by continuously reinventing itself. One of the brand’s major pivots has been toward community-focused, influencer-led marketing. For Filipino brands looking to succeed in the digital era, this approach serves as a valuable roadmap. By engaging with brand influencers in the Philippines, companies can connect with audiences in a personal and authentic way, building loyalty and expanding reach. Reaching New Audiences Through Community-First Marketing Traditional advertisements alone may no longer capture the attention of younger, more dynamic audiences. As Guinness realized, the strategies that once carried a brand’s success might not hold up in the digital landscape. For Guinness, this meant moving beyond polished TV ads and diving into the world of user-generated content (UGC) and community engagement. This shift allowed them to foster a more inclusive brand experience, resonating with a diverse range of people. In the Philippines, brands can replicate this by partnering with local influencers who authentically connect with various communities. A well-thought-out influencer marketing strategy can inspire audiences through relatable stories, especially when influencers are given the freedom to create content that feels genuine. This human touch is what transforms a brand from simply existing to becoming a cultural phenomenon. Engaging Filipino Audiences with Co-Creation and Community Content One of the most effective ways Guinness engaged younger generations was through what they called “The Rituals”—community-driven actions that encouraged fans to personalize their Guinness experience. Whether it was the “tilt test” or the playful “singing pints,” these campaigns ignited a sense of camaraderie among Guinness drinkers. They were no longer just consumers; they became participants in a larger, shared experience. Filipino brands looking to grow their presence can adopt a similar approach by collaborating with brand influencers in the Philippines. From engaging in online challenges to sharing user stories, these partnerships can create engaging content that resonates with local audiences. For instance, a local food or beverage brand could invite influencers to create their own “rituals” around the product, perhaps a unique way to enjoy it, which can be shared across social media. By building a narrative that includes the audience, brands can create a stronger community around their products. Leveraging Iconic Brand Assets in Digital Spaces Few brands have a visual identity as distinctive as Guinness, with its famous black-and-white pint. But Guinness didn’t just rest on its well-known look; it actively engaged fans by encouraging them to post creative photos of items that resembled a pint of Guinness during the lockdowns, such as black-and-white socks or coffee cups. By tapping into this trend, Guinness created a sense of nostalgia and excitement around the brand, keeping it in the minds of consumers. Filipino brands can similarly capitalize on unique product characteristics. Whether it’s the iconic logo, packaging, or product colors, companies can encourage fans to creatively engage with these elements, creating content that strengthens brand identity. Imagine a fashion brand in the Philippines asking fans to showcase outfits inspired by its seasonal colors, creating a viral trend that fans can feel proud to be a part of. Collaborating with Local Influencers to Stay Relevant In addition to fostering community connections, Guinness partnered with influencers and creators, whom they refer to as “Guinfluencers,” to generate content that felt authentic and resonated with younger audiences. This collaborative approach helped Guinness maintain its appeal while staying true to its roots. For Filipino brands, working closely with local brand influencers in the Philippines offers a similar advantage. Influencers can connect brands with diverse audiences across different regions and niches. By forming partnerships that give influencers creative freedom, brands can tap into the local culture, speak to different communities, and build trust. The influence of Filipino influencers is particularly strong in fields like fashion, food, and lifestyle, where they can create aspirational yet relatable content. Imagine a sustainable brand partnering with eco-conscious influencers to promote environmentally friendly practices or a tech brand working with gaming influencers to highlight product features. These influencers become trusted brand voices, adding authenticity that resonates with audiences more than traditional ads might. Embracing Social Platforms for Consumer Insights and Agility Guinness has also used social media as a feedback loop, refining its approach based on audience preferences. For example, one of their most popular product launches, Guinness Nitro Surge, was born out of social listening and responded to fans’ desire to enjoy a perfect pint at home. The product’s success illustrated how vital it is for brands to be in tune with their audiences. Philippine brands can utilize social media insights to shape their products and campaigns. By staying attuned to feedback, brands can identify trends, challenges, and preferences, allowing them to remain responsive and innovative. Social platforms also enable real-time engagement, where brands can interact with audiences during live streams or Q&A sessions, further strengthening the relationship. Lessons for Filipino Brands: Authenticity, Agility, and Community Engagement Guinness’s story shows us that authenticity remains vital for brand longevity. By staying true to its core values yet adapting its strategy, Guinness has managed to expand its audience while remaining an icon. Filipino brands can apply this lesson by finding unique ways to connect with their heritage and infusing that authenticity into modern campaigns. Additionally, agility is essential, particularly in the fast-paced digital world. Being able to adjust campaigns quickly based on real-time insights allows brands to stay relevant. Moreover, engaging with brand influencers in the Philippines gives local brands a chance to reach audiences in personal and memorable ways. Whether it’s through localized content, co-creation, or influencer-led campaigns, these efforts can forge meaningful connections that endure. Final PopStar Tip Guinness’s blend of tradition and modern marketing techniques showcases the power of community-led branding and influencer partnerships. For brands in the Philippines, the same strategies can drive growth and relevance in a vibrant, fast-changing market. By focusing on authenticity, engaging with local influencers, and staying responsive to consumer needs, Filipino brands can build a legacy that resonates across generations. Imagine your brand not just as a product but as an experience that fans want to be a part of—because ultimately, it’s not just about being present but about building an enduring, culturally meaningful presence in the hearts of Filipino consumers. Send us a message or contact our Team at contact@pop-star.me for more information on how PopStar can help your digital marketing here in the Philippines.