PLDT and Smart, Makati City, Philippines: Usap Tayo: An Advocacy Campaign for Filipinos to Connect Meaningfully during the 2022 Philippine National Elections

Company: PLDT and Smart, Makati City, Philippines
Company Description: PLDT is the Philippines' largest fully integrated telco company. PLDT offers a wide range of telecommunications and digital services across the Philippines’ most extensive fiber optic backbone, and fixed line and cellular networks. The company is listed in Philippine Stock Exchange (PSE:TEL) and its American Depositary Shares are listed on the New York Stock Exchange (NYSE:PHI).
Nomination Category: Video Categories
Nomination Sub Category: Social Video

Nomination Title: Usap Tayo: An Advocacy Campaign for Filipinos to Connect Meaningfully during the 2022 Philippine National Elections

Provide the applicable creative and production credits for this entry:

Cheryl Loyola - AVP and Head, PLDT Home Marketing PR

Marist Nagera- Marquez - PR Manager, PLDT Home Marketing PR

Playback Productions

Strategic Works, Inc.
Date this production was first released/publicly viewed:

May 2022
Briefly describe this entry's communications objectives and how it met those objectives (up to 200 words):

Total 198 words used.

PLDT Home is the Philippines’ most reliable broadband internet service provider with the nationwidest fiber internet network infrastructure in the country. As a family brand that advocates for a safe space and meaningful connections at home, PLDT Home launched the #UsapTayo (“Let’s Talk”) advocacy. An online video campaign launched during the 2022 Philippine national elections, it was a crucial time when political divisions among Filipinos were amplified on social media1. Demonstrating real-life situations in the video, #UsapTayo called for Filipinos to connect meaningfully and sparked a grassroots movement that reminded the importance of respect and kindness amid tension and divisiveness in offline and online spaces.

#UsapTayo video achieved 10 million views and PR values amounting to P3,445,965 (USD 61,200). The campaign video delivered past benchmark in the first half of 2022 by receiving the highest number of views among other videos in the brand’s channels. #UsapTayo video reached a total of 67 million people in various online channels, 4.8 million views on YouTube, 3.8 million views on Facebook, high percentage viewed at 92%, and 38.6% engagement rate.

1 As a dictator’s son rises to power, disinformation fractures Filipino families, The Washington Post

Attachments/Videos/Links:

Usap Tayo: An Advocacy Campaign for Filipinos to Connect Meaningfully during the 2022 Philippine National Elections
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