Spikes Asia
MINDSHARE, Taguig / UNILEVER / 2022
Overview
Entries
Credits
Background
Well-renowned as the biggest face care brand for men in the Philippines and as a market leader with a value price point, Master offers a comprehensive range of face care products—from face washes to scrubs to the “gwapo” (handsome) Filipino.
The brand has previously communicated hygiene in the context of being objectively handsome, but young Filipino men nowadays see being good-looking beyond physical traits. It’s being gwapo despite the odds—especially in competitive spaces such as gaming.
Through a new product launch of an All-in-One Clay Facial Wash, the objective is to build awareness and Equity for Master as a face brand used by Filipino Gamers that pushes their clay game to the limit.
Strategy
TAPPING THE HIGHEST REACHING ESPORTS GAMING LEAGUE WAS KEY FOR MASTER
With all of these pros coming together, it was clear that Philippine Pro Gaming League (PPGL), the largest multi-title e-sports league in the Philippines, was the optimal place for Master to start its journey into the gaming space.
The Philippines is a mobile-first country, with 76% of gamers playing primarily on smartphones. Gaming on mobile phones is the lead platform for gamers because of the increased availability of affordable smartphones, better data plans, and the expansion of ISPs across the country. These are also why mobile phones as a platform will most likely be the fastest-growing option in the coming years.
The campaign looked at the segments where masters were present and selected key game moments that highlighted these masterful players and their plays.
Execution
With the legacy fanbase of League of Legends on PC, as well as the primary platform for gaming in the Philippines being mobile phones, Master selected League of Legends: Wild Rift.
To amplify reach and effectively connect to Filipino gamers, Master partnered with Mineski for a Youth E-Sports Program (YEP) that taps local event organizers in Visayas and Mindanao (VisMin), two of the Philippines’ three major islands, to run grassroots community tournaments to build interest in gaming. VisMin audiences were also used as a sampling channel for Master, wherein organizers would distribute prizes to participants from these regions.
On Channels, the strategy behind everything is bringing your “Clay-Game” a play on words on “A-Game”. Here, taking from the name of the brand itself, the campaign team looked at the segments where masters were present - and selected key game moments that highlighted these masterful players and their plays.
Outcome
Based on the viewership data where the PPGL was broadcasted - Facebook, Twitch, YouTube, the Wild Rift SEA Icon Series - PH garnered a total of:
• 69M Reach
• 36M Minutes Viewed
• 77M Impressions
• over 5.2M unique viewers over the course of the broadcast
• 15,541 Peak Concurrent Viewers
Aside from the viewership numbers, PPGL touched the center of the emerging PH WR competitive community and gathered a total of 893 teams throughout the year. Amongst these were well-known local and international esports organizations: Bren Esports and Team Secret.
This partnership also helped Master achieve good business results:
• Massive growth of +14.1% in H1 of 2021 alone vs a USG of –18% of previous year.
• Highest volume share since 2018 at 140 BPS with the introduction of a new format—clay wash—that highlighted cleansing superiority.
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