The Filipino ChannelWe Are Family campaign
Nicolas, Blaise, Davi, Rohan
AgendaContext
Audience and media behavior
Objectives
Strategy
Campaign
Key performance indicators
Timeline
How to build on the campaign
Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion
Context: the Filipino diaspora10.2 million Filipinos are spread across the world:
US: 3.4M
Saudi Arabia: 1.02M
UAE: 680K
Canada: 660K
Malaysia: 325KSource: The Filipino American Center, 2010
Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion
→ The US and Canada constitute the highest number of expatriate Filipinos
Context: The Filipino Channel connects Filipinos across the world
TFC is a global pay-TV channel owned by media conglomerate ABS-CBN and available over all distribution channels (cable, satellite, IPTV, OTT)
Programming is composed by imported programs from ABS-CBN to build the “TFC package”: TFC, ANC (news), ABS-CBN Sports+Action, Lifestyle Network, MYX TV (music), Cinema One
Ancillary offerings: myRemit (online money shipping service), Star Kargo (door-to-door shipments from the U.S. to the Philippines), O Shopping (e-commerce platform)
Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion
→ Mission: connect Filipinos and their families around the world by sharing experiences despite the distance
TFC has over 3 million subscribers worldwide
Source: ABS-CBN Annual Report, 2015 and Research commissioned by ABS-CBN, asianlife.com
Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion
→ 53.1% of the international viewers are in North America, 40.5% in the Middle East.
40% of Filipino expatriates
1st generation migrants with
family back in the Philippines
Average age: 44Demo: 25-65
Parents are key decision makers
Average household income: $59,000
4 family members
Prefer to be addressed in
Tagalog language
Filipinos’ media behavior is digital and aims to connect with their families at home
Watch average of 28-29 hours of Filipino programming weekly
Payment, Shopping, Health, Video services increasingly accessed by a majority of users on digital platforms
High Facebook usage: 44% of Asian Americans say accessing cultural content not available on other media
Favorite messaging app: 82% of Asian Americans born outside the US use Facebook Messenger to connect with friends and family abroad.
Filipinos worldwide spend on average 53 hours weekly on social media (Facebook, Facebook Messenger)
On the field research: Basketball, Viber, Boxing, Facebook
Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion
Sources: Deloitte 2015, ABS-CBN annual report 2015, asianlife.com
Positioning to advertisers
Position the brand as the perfect partner for companies promoting non-competitive offerings to the expatriate Filipinos
Our campaign has three key objectivesIntroduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion
→ Focus on the North American market: 4M Filipinos but only 1.5M subscribers
Strong growth potential for both subscriptions and use of ancillary services
Bottom Line Improvement
Increase the number of paid subscriptions and usage of offerings by expanding the distribution of TFC
Community Engagement
Develop a deeper sense of community to enhance the idea of Kapamilya
Our overarching strategy is to emphasize the familial
nature of the Filipino diaspora and bring
together the Kapamilya around the world
Kapamilya: We Are Family
Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion
The Filipino Channel The Campaign
One-month TFC Trial
Co-branded advertising collateral - outdoor media in Filipino neighbourhoods
Facebook targeted ads for OTT platforms in specific North American areas
California: 1.45M FilipinosHawaii: 340K FilipinosOntario: 275K FilipinosIllinois, Texas, Washington, New Jersey, New York, Nevada,
Florida, British Columbia and Alberta > 140K FilipinosSource: The Filipino American Center, 2010
Promotional Activation
Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion
→ Goal: Increase subscriber base for TFC media properties
Extend local programming on TFC to 1 hour/day
Like local broadcast networks’ local affiliates, TFC will offer 1 hour/week of local programming: news and lifestyle shows featuring Filipinos in the country’s daily life
Stories of Filipino entrepreneurs
Family profiles
Cooking show
Content Activation
→ Goal: Enhance engagement and sense of community for the Filipino diaspora in the foreign country
Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion
Next TFC Star
Social media talent hunt amongst the Filipino diaspora to find the next star of TFC’s leading reality TV show ‘The Voice’
Get fans to nominate their friends
Upload a FB/IG video of their audition and fans vote
Winner is picked to represent the Filipino community from that foreign country in ‘The Voice’ in Philippines
Social Media Activation
Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion
→ Goal: Increase awareness and affinity for TFC amongst millennials
Kapamilya in Distress
Online (FB & YouTube) and TV video campaign (on channel) led by Manny Pacquiao calling on Filipinos to help out less fortunate Kapamilya around the world
Launch a ‘Kapamilya in Distress’ fund
1% of all transactions on e-commerce platform donated to fund
Philanthropic Activation
Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion
→ Goal: Increase awareness about the condition of Filipino diaspora in the Middle East and cultivate strong global support
for their rights
TFC Forum
Create a forum on the website that allows people to post items they are willing to donate and items they need donated
The forum will then connect two people to coordinate that donation, ultimately increasing interaction and allowing people to feel the effect of that donation
Community Activation
Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion
→ Goal: Drive people to donate and help on a personal, one-to-one basis, to further establish the community and increase the likelihood of
donating again
Partnership With Facebook
myREMIT will partner with Facebook to provide a more convenient way of sending remittances
Through myREMIT’s Facebook page and Facebook’s current cash transfer technology, users will be able to remit directly through Facebook
Partnership Activation
Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion
→ Goal: Increase amount of remittances and show users that TFC is dedicated towards making the remittance process as easy and
simple as possible
How the partnership with Facebook works
Step 1
Log Onto FacebookMany Filipinos are already on Facebook, conversing and interacting with relatives around the world
Step 2
Visit TFC myREMITFilipino’s are more attracted to brands with pages on social networks. The myRemit Facebook page is also already a hub for TFC’s remittance related questions and concerns
Step 3
RemitUsers want to remit through a convenient platform (such as Facebook), but in a safe and reliable manner (myREMIT page)
Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion
Partnership Activation
KPI’sOne-month TFC Trial1. Number of
subscribers to free trial
2. Number of subscribers who convert to paying customers
Local Programming1. Rating for local
programming shows
2. Volume of conversation about TFC on social media
Next TFC Star1. Volume of social
engagement with campaign and UGC posts
2. Increase in followers for TFC social handles
1. Total value of donations collected
2. Total views of video campaign
Kapamilya in Distress 1. Total amount of
transactions2. Total amount of
repeat transactions
TFC Forum1. Number of likes on
myREMIT FB page2. Increase in amount
of remittances
Partnership With Facebook
Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion
TimelineIntroduction Audience Objectives Strategy Campaign KPIs
Timeline Conclusion
March 2017 April 2017 May 2017 June 2017 July 2017 August 2017One-month TFC TrialExtend local programming Kapamilya in Distress
The next TFC Star
TFC Forum
Partnership With Facebook
How To Build On The Campaign Consistent reminders and posts to Kapamilya that the building of the
community never stops
Spin offs on The Next TFC Star that will continue to develop personal connection with the network and its Kapamilya
Reward TFC subscribers who send remittance through MyRemit with promotional deals throughout the year
Introduction Audience Objectives Strategy Campaign KPIsTimeline Conclusion
Salamat
Kapamilya: We Are Family
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