Case Study
ABS-CBN Corporation

#

About ABS-CBN Corporation

ABS-CBN Corporation is the largest entertainment and media conglomerate in the Philippines, with a rich history spanning decades. Known for its diverse range of television shows, movies, and digital content, ABS-CBN has established itself as a household name in the Philippines and Filipinos around the world. The company is committed to providing high-quality entertainment and informative programming to its audience, while also embracing digital innovation to stay relevant in a rapidly evolving media landscape.

About the Challenge

Elevating Audience Engagement and Subscriber Growth for ABS-CBN Corporation

ABS-CBN Corporation faced the challenge of effectively promoting its TV shows and events across the APAC, EMEA, and NOLA regions while simultaneously seeking to increase subscribers for its channels and apps, notably iWantTFC. The primary objective was to generate buzz for their content and attract new subscribers amid fierce competition in the entertainment industry.

Recommended Solutions by Brandman Consultancy

  • To develop customized media plans tailored to the specific demographics and preferences of APAC, EMEA, and NOLA regions.
  • To utilize platforms such as Facebook, Instagram, Twitter, TikTok, Google, and YouTube to maximize reach and engagement.
  • To craft captivating graphics and videos that resonate with the target audience and effectively promote ABS-CBN's content.
  • To analyze ad data to derive insights into audience behavior and preferences.
  • To shape marketing strategies, including Awareness, Engagement, and Retargeting campaigns, based on the findings from data analysis.

How the Solution Was Implemented

Brandman Consultancy devised a comprehensive strategy to address ABS-CBN Corporation's challenges, comprising the following solutions.

Tailored Media Plans:

Brandman Consultancy developed customized media plans for each region and for each platform i.e  Facebook, Instagram, Twitter, TikTok, Google Search, Google Display Network, and YouTube to maximize reach and engagement.

Creative Visual Design:

Brandman Consultancy created engaging graphic designs and captivating videos for advertising campaigns, ensuring that the content resonated with the target audience and effectively conveyed the essence of ABS-CBN Corporation's TV shows and events.

Running Ad Campaigns Across Multiple Channels:

Brandman Consultancy strategically ran ad campaigns across various platforms, ensuring maximum exposure and engagement for ABS-CBN Corporation. By leveraging Facebook, Instagram, Twitter, TikTok, Google Search, Google Display Network, and YouTube, they reached diverse audiences, elevating brand awareness and engagement to new heights.

Data Analysis and Marketing Strategies:

Brandman Consultancy analyzed ad data to derive insights into audience behavior and preferences. Based on this analysis, they formulated marketing strategies tailored to each campaign type: Awareness Campaigns, Engagement Campaigns, and ReTargeting Campaigns.

Continuous Monitoring and Optimization:

The data review was a continuous process throughout the campaign period to ensure efficient budget allocation and performance improvement, with regular adjustments made to enhance campaign effectiveness.

Benefits after the Challenge is Resolved

Increased Audience Engagement:

Brandman Consultancy strategically ran ad campaigns across various platforms, ensuring maximum exposure and engagement for ABS-CBN Corporation. By leveraging Facebook, Instagram, Twitter, TikTok, Google Search, Google Display Network, and YouTube, they reached diverse audiences, elevating brand awareness and engagement to new heights.

Significant Subscriber Growth:

Brandman Consultancy's efforts contributed to a remarkable 50% hike in subscribers for ABS-CBN Corporation's channels and apps, including iWantTFC. This surge in subscriber numbers underscored the effectiveness of the advertising campaigns in driving conversions and expanding the company's digital audience base.

Enhanced Brand Visibility:

By maintaining a consistent and impactful presence across various digital platforms, ABS-CBN Corporation solidified its position as a leading entertainment brand in the APAC, EMEA, and NOLA regions, further reinforcing its connection with its audience and driving long-term brand loyalty.

Overall, Brandman Consultancy's meticulous media planning, adept campaign management, and innovative advertising strategies served as catalysts in augmenting audience engagement and subscriber expansion for ABS-CBN Corporation. This collaboration has strengthened ABS-CBN's position and resilience in the dynamic media landscape, fostering enduring success and growth.