Company: Globe Telecom Inc., Taguig City, Philippines
Nomination Submitted by: Globe Business
Company Description: Globe Business, the business arm of Globe Telecom catering to the country's MSMEs and enterprises. We aim to be the trusted partner in digital adoption and transformation for businesses. We have a wide range of connectivity and ICT solutions that are built on a reliable network. Through these products and services, business owners can efficiently run and grow their businesses to success.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Brand Experience of the Year - Business-to-Business
 Nomination Title: Gift Local 2022: Bringing countless smiles, one gift at a time
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this brand experience campaign or program was launched:
Campaign Launch - November 23, 2022
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated brand experience campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 213 words used.
The holiday season is one of the most-awaited events MSMEs look forward to. It is a season when they can showcase their suite of products to boost their sales. Most MSMEs use this opportunity to cover 30-40% of their annual sales. However, most still struggle to rise above their competitors due to low exposure and lack of marketing budget for awareness. Hence, they need a trusted digital partner to aid them in their digitalization journey.
With Gift Local, Globe Business aims to bridge the gap in the digital divide through innovations and various programs that show care, compassion, and kindness to help MSMEs and the communities they support to grow. The brand leveraged a three-pronged approach: a) uplift MSMEs to achieve success one gift at a time by giving 30 MSMEs access and free trials of ChatGenie (an instant e-commerce shop) as well as providing them with offline platforms to generate more sales and create a ripple of change; b) bring countless smiles to MSMEs and Filipinos alike by partnering with Hapag Movement, an advocacy program that aims to combat hunger alleviation in the Philippines through technology; and c) support the livelihood of local communities by supporting local artisans where MSMEs source their products from.
Website - https://www.globe.com.ph/business/sme/gift-local.html#gref
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the brand experience campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 233 words used.
Globe Business, through its Gift Local campaign, leveraged a more hybrid experience by hosting an on-ground event and an online live-selling event, among others. This is to encourage, enable, and empower the community to buy and give gifts that could help the community in countless ways.
In order to stay true to its value of supporting not just the MSMEs but also the society at large, Globe Business held a 3-day on-ground bazaar where over 30 MSMEs joined, helping them earn an estimated sales of up to P600,000. In turn, the MSMEs and their clientele became part of a unified fight against hunger through the Hapag Movement program and a shared spirit of gift-giving as they showed a diverse set of locally-made products. All MSMEs donated their joining fees, which were then matched by Globe Business, garnering a total pledged donation of P200,000.
The brand further empowered MSMEs by giving them the avenue to sell their products and practice e-commerce using ChatGenie, an instant e-commerce shop letting them sell, collect payment, view inventory, and arrange shipments on top social media applications like Facebook, Instagram, and Viber. We were also able to onboard, educate, and offer free trials to 30 MSMEs. In this way, they were able to see how they can offer their audience a smoother purchasing experience–from automated managing of orders, and order fulfillment down to the whole logistics process.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this brand experience campaign or program since the beginning of 2021. Even if your initiative started before 2010, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 192 words used.
Globe Business, together with this innovative platform, helped 15 participating MSMEs feature their products on the brand’s Facebook page resulting in: 7.9K live viewers, 3.6M reach, and 4.1M impressions.
In essence, the brand successfully communicated its objective of being a trusted and caring partner for more than 30 MSMEs. The Gift Local campaign amplified that message by showing how the brand was eager to support local businesses with innovative digital solutions and support programs. The key takeaways from Kantar’s Brand Lift Insights (BLI) prove that message (see attached).
Moreover, the participating MSME owners heightened and conveyed the campaign values through their testimonials below:
“Gift Local’s live selling, together with ChatGenie, made our operations more efficient. We can now monitor and manage orders easily.” – Ian Daniel, owner of Daniel Baker
“Since we joined Gift Local’s live selling with ChatGenie, tracking and managing orders has been made easier.” – Chriz Valdez, owner of Ollocal.ph
“ChatGenie really helped me with my sales. Through its single dashboard, I can see orders coming from Facebook, Instagram, and Viber so we don’t miss anything.” Anna Magkawas, owner of Luxe Skin
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 46 words used.
1. Please attached complete entry article.
2. Gift Local highlights - https://fb.watch/l7SomWObDm/
3. MSME Participant Highlights
4. Daniel Baker - https://fb.watch/l8cZxaSnHs/
5. Ollocal.Ph - https://fb.watch/l8d2bmC2Lq/
6. Luxe Skin - https://fb.watch/l8d4Jma756/
7. Lana.Ph - https://fb.watch/l8d6XRkg8g/
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