Tasked with creating hype for the anniversary of the country's biggest telco, MSL Philippines developed and executed a comprehensive engagement plan focusing on nano-KOLs who can drive powerful word of mouth among the target audiences. Mindful of the KOLs' strengths in terms of audience interest and topic affinity, the group activated strategic postings that educated subscribers on how they could be a part of this fantastic brand milestone and its key events.
Examples of these events include the "G Musicfest," a grand concert featuring an impressive roster of some of the country's leading musicians; the "G Battlezone," a two-day affair that focused on gamers and the Philippine cosplay community; the "G Creatorfest" which catered to and upheld the local creator culture; and "G Chance the Raffle" – a month-long contest that provided incredible prizes to deserving winners.
MSL tailored the plan—from a strategy and selection perspective—to suit the objectives of these events. By the end of the campaign, MSL delivered significant results with 145+ content pieces delivered by more than 30 nano-creators.
MSL proved it could provide high-value returns (regarding social media score) and demonstrated its strategic capability to push for a cohesive end-to-end campaign without resorting to the "usual" routes. Overall, the campaign was a win for the client and MSL.
