The YouTube celebrities took to their social platforms and started posting entertaining content to their fans. They already had a significant following but to amplify this, media budget was invested into Facebook Promoted Posts, to drive reach.

We started by targeting ‘friends of fans’ of the existing celebrities followers which amplified the campaign reach immediately.

Social monitoring played a vital component here and enabled us to analyse popular conversation themes, which helped tailor the YouTube Celebrities posts.

Once we understood the themes driving conversation, we broadened targeting to reach the entire GenY population on Facebook to continue conversation at scale.

Filipinos experienced Google search in a more enjoyable and social way.

We made search less functional and more fun. Our YouTube celebrities drove 2.2m social actions across the campaign, representing a media value 8X that of our paid investment. This proves how responsive Filipinos were to a social-first media approach.

This strategy also delivered tangible business results by driving an impressive 16% uplift in Google searches.

By turning the phenomena of social searching on its head, we were able to encourage Filipinos to start searching socially with Google, and actually enjoy the experience.