We mimicked and stalked all Pacquiao VS Mayweather “Battle for Greatness” digital promotional materials from social media posters and banner ads, then placed all these ads side by side with the original Pacquiao fight’s digital promo materials.

All materials carried the message that represent the physical, emotional and psychological abuse women experience. The materials also mentioned where the violence usually occurs, as well as the helplines Filipinos can contact.

The agency and PCW initially thought of getting Pacquiao as endorser but Pacquiao is already training abroad and budget was a big problem. So, how can you still use Pacquiao and use his fight without really “using” him and still make the target take a second look at the campaign.

We mimicked and stalked all Pacquiao VS Mayweather “Battle for Greatness” digital promotional materials from social media posters and banner ads, then placed all these ads side by side with the original Pacquiao fight’s digital promo materials.

All materials carried the message that represent the physical, emotional and psychological abuse women experience. The materials also mentioned where the violence usually occurs, as well as the helplines Filipinos can contact.

Within 3 days before the fight, the three digital posters reached more than a million people, generating free impressions worth more than P8,000,000 to date.

• 1,129,968 impressions in 3 days ( 906 times more than the average reach of PCW posts )

• 1,000,000 awareness value

• 2,000,000 engagement value

• 5,000,000 advocacy value

Total digital values of P8,000,000