Filipinos love Halloween. They love to scare themselves telling scary stories and watching horror content. URC, the maker of top snacks and drinks, saw it was a space they could play in.
Tapping into the rising popularity of Tiktok, already with 42.7 million Filipino users at that time, the brand partnered with influencers to create scary videos that would promote the Midnight Snack Run boxes, discounted packs of URC snacks, baked goods and drinks available on e-commerce sites.
The Tiktok scary videos had an engagement rate 1300X above for new campaigns: 1.1 million liked, shared and posted their own videos. One out of four went to the e-commerce stores and bought URC snacks.
