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: Engaged Community of the Year
 Nomination Title: Mang Inasal Nation
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated engaged-community 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 first question: Specify the date on which this engaged- communitycampaign or program was launched:
Mang Inasal Nation was created in March 2022.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated engaged- community 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 209 words used.
Facebook's organic reach and engagement on brand pages had experienced significant decline in the past five years due to competition and platform changes, not to mention the limitations of traditional marketing strategies on the platform.
Mang Inasal was thus faced with a pressing need to explore other creative options for the brand to meaningfully connect with its customers online.
Amid such challenge, a proactive response emerged – the creation of a dedicated Facebook Group dubbed "Mang Inasal Nation” – with the intent to make it a vibrant Facebook community that fosters organic engagement through a mix of brand announcements, interactive content, and member-driven stories, encouraging both brand-to-customer and customer-to-customer interactions.
It was meant to focus on getting the attention and engagement from Mang Inasal Nation’s target market, which includes its loyal customers (18 to 54 years old), specifically members of families, single Millennial workers, and Gen-Zs who love the expertly grilled products and the unlimited fun dining experience that the brand delivers.
By shifting focus from passive content consumption to active community participation, Mang Inasal Nation endeavored to cultivate a sense of belonging and exclusivity among its members. Through personalized interactions and tailored content, Mang Inasal Nation helped deepen customer loyalty, enhance brand advocacy, and ultimately drive business objectives.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the engaged-community campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 202 words used.
Mang Inasal established a Facebook Group, “Mang Inasal Nation,” the first restaurant-managed social community in the Philippines, to foster a more intimate and meaningful connection with its customers. The FB group serves as a space where the brand shares its latest updates and members can engage in authentic dialogue, share experiences, and provide valuable feedback directly to Mang Inasal. At the same time, the brand leveraged the FB Group as a free tool to gauge customer satisfaction in real-time through members’ posts.
Instead of merely broadcasting announcements, Mang Inasal Nation flipped the script and created a space meant for families and peers to share and exchange “brand love” stories, thus fostering shared ownership and authentic connection, going beyond the typical one-way brand communication. It facilitated a bustling exchange of genuine stories and treasured moments, all of which had a rippling effect to the rest of the community.
The private Facebook Group has brought the brand and customers together in one platform, where unlimited sharing of Ihaw-Sarap and Unli-Saya moments are happening. This empowers them to connect with like-minded individuals, share experiences, and build a support system, enriching their daily lives and encouraging personal growth within a vibrant and supportive brand 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 engaged-community 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 250 words used.
Engaging directly with its loyal customers, Mang Inasal Nation not only strengthened the brand’s connection with its customers but also yielded the following results:
- Massive Community Growth: Membership grew from 13 only when it started in March 2022 to 130,232 in a year, exceeding the target by 2,604.6%. As of December 2023, the community had 169,927 members (now at nearly 190K).
- Exclusive Treats for Members: During the Mang Inasal Nation Day promo in December 2022, 100% of the 20,000 exclusive e-vouchers were claimed, exceeding the target and driving customer traffic to stores. In 2023, 13 exclusive community promos (seasonal celebrations, in-store deals) were run in the group with four quarterly in-store promos that further pushed the membership count of the community. This yielded an average of 5,000 entries per promo.
- Highly Active Members: The active membership rate (AMR) hit 75.6% by end 2023, which is 252% higher than target. The strong AMR continues until today with compelling content from the brand and members sharing their love for the brand and their loved ones who also appreciate Mang Inasal.
Mang Inasal Nation became the one-stop shop for everything Mang Inasal – where its members get the latest news and promos, and Mang Inasal Nation-exclusive offers, directly from the brand.
Embracing the ethos of community-centric marketing, Mang Inasal Nation has indeed emerged as a beacon of authenticity and connection, empowering both the business and its customers to thrive in the era of social media transformation.
- 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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