Eskinol, being a 70-year old brand, is seen uncool by its primary target market – Filipino teenagers. It also does not help that the media channels they consume is evolving faster than any other age group and that their attention span continues to drop; thus, talking to Filipino teens has become more difficult year after year. So in order to gain the Filipino teenagers’ attention, Eskinol needed to be in the same space where they are currently present – Digital.

Eskinol tapped a local Wattpad author to write a story for the brand. The story was about teen friendship, love, school, learning to be confident – things that Filipino teens can relate to. The story was released chapter by chapter to keep the audience excited with what’s to come.

• 142,093 reads

• 14,300 followers on Eskinol’s Wattpad page

• Readers spent 3.6 million minutes on the page

• Gained 20 million social media impressions

• 13% year-to-date sales growth