Company: DDB Group Philippines, Taguig City. Philippines
Company Description: DDB Group Philippines is a leading integrated marketing communications group in the Philippines composed of creative, digital, media, PR, content and data analytics agencies that provide expertise to a diverse roster of local and multinational clients. We are multi-awarded not only for our creative campaigns but also for people management. We are part of DDB Worldwide globally known as DDB.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Influencer Marketing Campaign of the Year
 Nomination Title: Pioneering A New Era of Marketing with the Mang Inasal Creators' Circle
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The campaign was launched in March 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.
N.A.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated 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 235 words used.
In using digital platforms, it has been observed that consumers usually respond to content that resonates with them, especially when it comes from people they trust. Consumers have also been increasingly seeking authentic connections with their fellow netizens and with brands.
Mang Inasal faced the challenge of engaging this digitally savvy audience beyond traditional marketing channels. Managing limited resources and dealing with the competitive fast-food industry, Mang Inasal pursued more innovative approaches to reach consumers. The brand leveraged social media influencers to expand brand awareness and increase engagements through relatively more cost-effective means.
This entailed the creation of Mang Inasal Creators’ Circle (MICC), a brand-managed influencer community. Through MICC, Mang Inasal has been able to directly engage with influencers to create authentic content.
Mang Inasal's shift towards MICC represents a strategic move to leverage more user-generated social media platforms like Facebook and TikTok to reach Gen Z students, young millennial workers, and families. By managing the community internally, the brand has not only ensured alignment with key brand messages, but has also facilitated more direct relationship-building efforts.
Unlike traditional influencer marketing, which tend to rely heavily on paid endorsements, the use of MICC allowed for more cost-efficient and targeted brand communication. This approach has allowed Mang Inasal to tap into the authentic voices of influencers who genuinely love the brand, creating content that is regarded as more authentic and relatable to the brand’s target consumers.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 247 words used.
MICC members, ranging from nano to mega influencers, were carefully selected to represent key consumer segments. They regularly produce user-generated content for Mang Inasal using platforms such as Facebook and TikTok, in exchange for free products and token gift certificates. This approach fostered a sense of belonging and loyalty to the brand.
Since the MICC’s establishment in March 2022, Mang Inasal has engaged MICC members to sign up in two to three campaigns per month. Investment in 2022 went down by 70% from the previous year, covering the cost of gift certificates and free products either served during the store visits or delivered to the MICC members.
All user-generated contents of the MICC members have been used in the regular brand communication efforts that tap owned, shared, earned, and paid media. Through their participation, the MICC members give their expressed consent for their images and posts to be re-used on Mang Inasal’s various platforms. By cross-posting their content on the brand’s online channels, the MICC members also get to expand their viewership base.
Through MICC, Mang Inasal has not only transformed influencer marketing but also created a community of passionate momfluencers, Gen Zs, and foodies who serve as authentic storytellers fueled by their passion for the brand. This engaged community sets new standards for digital engagement by sharing authentic stories created by the people, for the people - resulting in the exponential growth of Mang Inasal's digital content bank, powered by the brand and its influencer community.
- 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 campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 249 words used.
In 2022, the brand engaged 75 digital content creator partners, 150% higher than target. The number of campaigns increased by 300% from six in 2021 to 24 in 2022, achieving total reach of 18.2 million, 10 times bigger than Mang Inasal’s owned social media and way above the target. Engagement rate also soared to an impressive 10.6%.
MICC members further grew to over 160 members by 2023, giving birth to a new category of content creators within the community – the Gen Zs and TikTokerists. Influencer engagement through MICC substantially increased with the participation of some of the top digital content creators in NCR, North Luzon, South Luzon and VisMin. This represented a threefold increase against target.
With over 30 campaigns in 2023, the youth, moms, and foodies all seamlessly told their unique love for Mang Inasal across their social media follower base. The total reach of the MICCs hit 16.6 million in 2023, still way above the reach of Mang Inasal's owned media.
Mang Inasal has rewritten their brand love story with local content creators through the MICC. This new approach to influencer engagement has truly enabled the brand to build authentic relationships with local content creators, lent more credibility to the customers’ stories and kept their narratives closer to the hearts of the public.
With the help of MICC, Mang Inasal as a brand was also hailed as the “strongest brand” in the country by independent London-based firm Brand Finance based on 2023 growth.
- 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):
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