Mang Inasal bagged a Silver PANAta Award in the country’s premier annual recognition program for effective communication materials organized by the Philippine Association of National Advertisers (PANA).
#MangInasalFamilyFiesta TikTok Challenge was recognized in the Brand Effectiveness through Effective Use of Marketing Channels (Single Medium-Digital) category.
Veering away from traditional advertising and paid media, Mang Inasal capitalized on viral marketing with the use of TikTok and user-generated content to raise awareness, conversations, and sales from netizens on the newly launched Family Fiesta — a special bundle of char-grilled favorites that’s perfect for office parties, family reunions, and various gatherings.
From Oct. 20 to Nov. 30, 2022, netizens were enticed to order the Family Fiesta, take fun consumption videos with their family or friends, and post their videos on TikTok.
The challenge generated over 30 million TikTok views within the campaign period, or 321% higher than the target.
It was so successful that fun Family Fiesta videos continued to be posted in the platform even after the campaign, which helped promote the product and make it part of netizens’ holiday celebrations.
Further, the #MangInasalFamilyFiesta TikTok Challenge translated to actual sales as it helped the brand consistently exceed targets over a three-month period.
Other Mang Inasal campaigns were shortlisted in the 2023 PANAta Awards including #ILoveMangInasal Digital Campaign under the Brand Effectiveness through Customer Experience category and Chicken Inasal campaign under the Brand Effectiveness through Effective Use of Marketing Channels (Integrated) category.
Last June, #MangInasalFamilyFiesta TikTok Challenge won a Gold Stevie® Award in the 2023 Asia-Pacific Stevie® Awards.
The recognition was given under the “Innovation in the Use of Viral Media or Word of Mouth” category.
Mang Inasal’s other impactful digital marketing communication initiatives won a Silver Anvil Award from the Public Relations Society of the Philippines for its 2022 #MomsRuleAtMangInasal campaign; and a Silver Award from the Marketing Excellence Awards-Philippines under the Excellence in Viral Marketing category for its “16 Cups Challenge” three-day Twitter trend.
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