20 Awesome Examples of Social Media Marketing in the Philippines

What makes a social media campaign truly successful? It’s all about delivering value to the audience, creating content that resonates deeply with them. In the Philippines, where social media usage is one of the highest in the world, brands have tapped into this power to drive engagement, build communities, and ultimately, achieve their marketing goals. Let’s dive into some of the most impactful social media marketing campaigns that have captured the attention of Filipino audiences. One of the most remarkable campaigns was Dove’s Project #ShowUs in 2019. This campaign challenged traditional beauty standards by creating the world’s largest stock photo library featuring diverse women and non-binary individuals. Dove partnered with Getty Images and Girlgaze Photographers, resulting in over 5,000 photographs of real women from around the globe. Dove’s success lies in its ability to connect with women worldwide, promoting a more inclusive vision of beauty that resonated with many Filipinas. Another memorable campaign was BuzzFeed and Friskies’ “Dear Kitten” series, launched in 2016. Tapping into the internet’s love for cat videos, this campaign featured an older cat imparting wisdom to a kitten, creating humorous and endearing content that quickly went viral. The original video amassed over 34 million views on YouTube, with follow-up videos also enjoying widespread popularity. The simplicity of cute cats paired with a funny script made this campaign a hit, proving that relatable, light-hearted content can be incredibly powerful in social media marketing. Apple also made waves with its “Study With Me” campaign in 2023, which capitalized on the trending “study with me” video format. Featuring actress Storm Reid, the campaign showcased the Pomodoro Technique in a 90-minute video that doubled as a virtual study companion. The video not only highlighted the MacBook Air’s capabilities but also provided value by offering a practical study routine. With over 18 million views on YouTube, Apple effectively reached its target audience by aligning its brand with a popular trend among students, including many in the Philippines. In 2023, eBay Motors launched the “Modathon” campaign to engage with auto enthusiasts. The campaign involved transforming a 1979 Bronco into an off-roading powerhouse using parts sourced solely from eBay Motors. The long-form YouTube series attracted significant attention, with over 8.4 million views and 35,000 new subscribers to the channel. eBay’s strategy of partnering with passionate creators who embody the spirit of customization and adventure resonated deeply with the audience, including many Filipinos who share a love for car modification. The “Shot on iPhone” campaign by Apple is another stellar example of effective social media marketing in the Philippines. Since its launch in 2015, this ongoing campaign has encouraged iPhone users to showcase their photography skills using the hashtag #ShotOniPhone. The campaign’s first round saw over 6.5 billion impressions, with influencers and everyday users alike participating. Apple’s focus on user-generated content (UGC) allowed the brand to connect with its audience in a personal and creative way, making the campaign a long-standing success. Spotify’s “Spotify Wrapped” campaign, which began in 2019, has become a highly anticipated event every year. This campaign provides users with a personalized summary of their listening habits, including their top songs, artists, and podcasts. The visually appealing and shareable format of Spotify Wrapped has led to millions of users posting their results on social media, creating a sense of community and engagement. In 2022, the campaign saw 156 million users engage with Wrapped, further solidifying Spotify’s presence in the Philippines’ social media landscape. Freeform’s “Cruel Summer” nostalgia campaign in 2023 leveraged the power of ’90s nostalgia to reignite interest in the show’s second season. By collaborating with popular Instagram meme accounts and influencers like Lance Bass and Mario Lopez, the campaign successfully reached over 22 million people, generating excitement and engagement among fans. Nostalgia proved to be a powerful tool, especially in a country like the Philippines, where cultural references from the ’90s continue to hold a special place in the hearts of many. Hulu’s “Only Murders in the Building” campaign in 2021 demonstrated how to create an immersive social media experience. By transforming Instagram into an extension of the show’s universe, Hulu captivated audiences with a mysterious and interactive feed that teased elements of the show without revealing too much. This approach not only engaged viewers but also contributed to the show becoming Hulu’s most-watched comedy premiere. In the Philippines, where mystery and intrigue in entertainment are highly appreciated, such a campaign approach worked wonders. In 2023, Bobbie, a baby formula brand, used Instagram to build a supportive community for modern parents in the Philippines. By sharing real stories of challenges faced by parents, Bobbie fostered authenticity and connection with its audience. The brand’s hands-on approach, including real-time support for parents, resonated deeply, leading to a 338% increase in engagements. Bobbie’s success highlights the importance of addressing real issues and providing value to the community, particularly in a country where family and parenting are central to social life. BuzzFeed’s “Tasty” videos have also made a significant impact on social media in the Philippines. These quick and easy recipe videos, optimized for Facebook’s autoplay feature, have become a go-to resource for culinary inspiration. Tasty’s success can be attributed to its high-quality, visually appealing content that resonates with the food-loving culture of Filipinos. The brand’s ability to create content that is both entertaining and useful has made it a staple in the social media diets of many Filipinos. Lastly, Planet Fitness’s “Home Work-In” campaign during the 2020 lockdowns transformed Facebook Live into a virtual gym, offering free daily workouts. This campaign was particularly impactful in the Philippines, where fitness and community are highly valued. By providing accessible, real-time fitness solutions, Planet Fitness managed to keep people active and engaged, even when physical gyms were closed. The use of celebrities and athletes added to the appeal, making the campaign a huge success. Final PopStar Tip In conclusion, social media marketing in the Philippines thrives on authenticity, relatability, and a deep understanding of the audience’s values and interests. These campaigns, with their creative and engaging content, have successfully tapped into the unique aspects of Filipino culture, driving impressive results and setting the standard for future social media strategies. Whether it’s through nostalgia, humor, or community building, these examples show how brands can create meaningful connections with their audience, ensuring lasting success in the competitive world of social media marketing. 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.