Rainy Days have always been the perfect time to enjoy one of the nation’s beloved dish in Sinigang. This cherished tradition transforms the rainy season into our brand's tentpole event, a unique opportunity to solidify Knorr's ownership of this culinary space.

Brief

- To solidify Knorr's Sinigang dominance and own Rainy Days, we seized an opportunity presented by "Raining in Manila," the #1 hit by Lola Amour, a rising OPM artist.

Objectives

- Leverage the song's viral success and emotional resonance to create a campaign that uniquely positions Knorr Sinigang as the go-to choice for rainy day cravings. This would forge a powerful association between "Rainy Days" and "Knorr Sinigang" in the minds of Filipino consumers.

In a stroke of creative brilliance, the campaign leveraged the viral popularity of "Raining in Manila" by seamlessly weaving Knorr Sinigang into the song's fabric. Imagine the iconic melody, now infused with lyrics that celebrate the soul-warming comfort of Sinigang on a rainy day. The familiar "Asim Kilig" tagline finds its way into the song, perfectly rhyming and amplifying the emotional connection between the brand, the dish, and the season.

This ingenious idea transcended mere product placement. It transformed a beloved song into a shared cultural experience, solidifying Knorr Sinigang's position as the go-to choice for rainy day cravings. The campaign resonated deeply with Filipinos, not just because it mentioned the brand, but because it captured the essence of their cherished rainy season traditions and the unique comfort Sinigang provides.

Masterful Strategy: Knorr Sinigang Captures Hearts Across Platforms

Data-Driven & Culturally Aligned:

Broadened Audience: Leveraging "Raining in Manila's" popularity, the campaign shifted beyond its typical base to engage a wider audience, maximizing awareness and demographic reach.

Multi-Platform Dominance: Understanding the digital landscape, the campaign strategically utilized dominant platforms like TikTok, Meta, and YouTube for maximum reach and engagement, amplifying visibility through platform-specific boosts.

Emotional Connection: Capitalizing on Filipino love for OPM and rainy season traditions, the campaign seamlessly integrated Knorr Sinigang into "Raining in Manila," fostering emotional connection and solidifying its rainy day comfort food image.

Beyond Demographics: By avoiding forced product placement and focusing on authentic storytelling, the campaign resonated with a wider audience, solidifying itself as a comforting and culturally relevant choice.

Digital Optimization: The 30-second video ad, featuring the song's chorus, was strategically distributed across video-optimized platforms, ensuring it reached its target audience and maximized engagement.

The "Raining in Manila" integration seamlessly resonated across platforms:

• TikTok (Nov4 - Dec 6 2023) : Reached 9M+ with 27% watching 2 seconds+, driving engagement (1.14%) at a cost-effective CPM.

• YouTube (Nov 16 - Dec 31 2023): Cost-effectively reached 7.5M+ with high ad completion (15.61% VTR).

• Meta (Nov 22 - Dec 31, 2023): Achieved impressive engagement (0.92% CTR, 73% VTR) and brand recall lift (2.66%) at a low eCPV.

• Strategic execution and platform-specific tailoring (e.g., non-skippable OPM ads on YouTube) contributed to the campaign's success.

Consumers Embraced the Campaign:

Time with Brand: 34M+ captivated by the "Raining in Manila" integration across platforms.

Engagement Symphony:

TikTok: 145.6k likes, 587 comments, 1,081 saves (total engagement: 150,268).

Meta: Strong CTR (0.92%) and VTR (73.08%) showcase active engagement.

YouTube: High ad completion (15.61%) indicates sustained attention.

Brand & Memory Boost:

TikTok: +6.5% ad recall lift, +3.6% brand association to rainy days.

YouTube: +1.30% ad recall lift (as noted earlier).

Meta: Estimated ad recall lift of 2.66%.