Weeks before the actual event, we have already seen an increase in conversations on the candidates, which country will win the crown, and if Maxine Medina can bring home the crown once again. These are all over the social media platforms and entertainment websites.

How can one brand out voice key opinion leaders, re-tweets of consumers, and influx of news buzz in their feed through creativity?

The Unilever Personal Care portfolio came together and spoke like real people on Twitter. Every moment of the show became a topic that brands react to in real-time-- they cheered when the nation cheered, went crazy when our bet was part of top 6. This way, they were able to relate to the consumers through different variations of tweets and memes that are aligned to what what is happening on screen during Miss Universe.

Unilever changed the game by having all Personal Care brands participate in the first ever multi-brandthroplogy event, a simultaneous engagement of 73%Twitter mobile users while watching television (versus 66% average Twitter users) with the right content at the right moment– the Ms. Universe Pageant.

These brands did not only converse with one another, but also engaged with new fan bases. These were further brought out by using memes that are relatable to every segment shown on TV. Every time a shocking moment happens on screen, brands ensured they would react real-time, thus engaging well with the consumers following the Miss Universe trends.

We mounted a war room where every moment matters – activating 10 personal care brands with over 100,000 followers conversing and engaging with each other, the consumers, and influencers.

Consumers took part in a strategic innovation where Unilever Philippines’ beauty brands increased conversations on Twitter, a platform where 62% are on the road or even still active at 61% while they are out on a social event.

With the concerted real-time effort in just 3 hours, it generated over 28 million media impressions, equaling to almost 17 million pesos of free media values for the brands. The exchanges among brands fueled other fans to also join in on the conversation and reached a maximum of 67,000% increase in brand mentions.

There are a billion of moments that matter on Twitter (1B tweets every 48 hours), but Unilever engaged the right audience, content, and moment. Unilever converted every single tweet to an increase in brand value. This prompted social sharing and engagement amongst Filipinos.