NGP Integrated Marketing Communications Inc.

For 22 years, ARC served the Filipino people as the official bottler of the iconic RC Cola. This sustained presence needed a refresh as their audiences evolved and buying sentiments changed. There was a need to sustain their reputation as a brand that understood their communities by switching the way they spoke to those communities.

A simple online posting campaign wasn’t enough. What ARC needed was a new way of integrated communications. Their best first step: work with a PR and IMC agency that understands integrated communications at its core.

NGP IMC’s strategies have been multifaceted throughout the years. Aside from the PR and media seeding, there was a huge emphasis on:

• reflecting Corporate Social Responsibility (CSR)
• upholding advocacy, and
• connecting and delivering what people needed 

Cargill engaged public relations and digital marketing agency NGP-IMC to execute a launch campaign for their Chicken Tocino line with the following objectives: 

• Generate buzz and awareness on the launch of Tip-Top’s Chicken Tocino by leveraging key influencers and PR media channels
• Create a communications strategy that will embody Tip Top Chicken’s promise of highest standard of quality
• Target TikTok videos as a primary channel for outputs for increased discoverability and engagement

To anchor everything in a single, creative message that resonates with the target audience and helps with brand/campaign recall, the agency proposed the handle #TOCIistoBelieve!

We executed the digital campaign using the following strategies:

• NGP collaborated with 20 choice social media influencers and content creators (follower count varied; engagement mid to high) to do their own take on a chicken tocino recipe to build equity and create buzz around #TOCIIsToBelieve.
  • 1 TikTok output crossposted to IG Reels (per KOL)
  • Mixed KOL categories (food, lifestyle, parenting, etc)
• The agency generated a PR kit in-house, which included brand information, the main campaign message, and recipes to try. Also part of that kit was a ‘content challenge’ that invited the recipients to create their own unique chicken tocino dish for less than PHP500 and post the same on their socials. 
• Earned media and PR mileage from relevant media touchpoints were secured – it’s what NGP does best!
  • PR article seeding
  • PR Kit seeding to bloggers for blog outputs (primary), and reel outputs (secondary)

NGP-IMC, as a public relations arm, continues to collaborate with MSD in the Philippines to drive home the importance of immunization against these diseases through an integrated marketing communications strategy that provided client with communications support to: 

• Educate – Raise the awareness of health providers and the public on HPV and its related diseases and what can be done to help protect against infection. Adequate knowledge and awareness of cervical cancer, HPV and HPV vaccines play a critical role in the high uptake of cervical cancer screening and HPV vaccination.
• Empower – Call for the importance of collaboration of policymakers and the government against HPV and HPV-related disease while underlining the need for the efficient rollout of immunization and screening programs. The highlight of the #TimeToTalkAboutHPV program is the ceremonial and mass immunization.
• Advocate – Urge all stakeholders to work together towards a cancer-free, HPV-free Philippines aligned with the WHO’s agenda. Sa Aking Paglaki Walang HPV is a call to action. In every event, the campaign encourages all stakeholders to use the hashtag in their social media posts to amplify the message on the digital stage.

The #SheCanDoItAll handle aimed to remind the modern Filipino woman that empowerment and self-care go hand in hand if they want to do it all, so they need a product that can help them do it all. 

It highlighted a woman’s strength and softness – while women can succeed, their well-being is paramount in the process of achieving success. 

The campaign also promoted the ease and convenience of having multipurpose products as self-care shortcuts women can use every day, everywhere.

The campaign had two objectives:

• Feature women’s capabilities in various, industries, fields, and occasions
• Promote self-care prioritization through multipurpose products and various recreation activities

Victory Liner was already enjoying a solid public relations strategy thanks to NGP-IMC, and so decided to avail the digital marketing services to build their digital footprint, too.

The objectives were clear:

• The brand wanted to boost its awareness to a wider, younger, more dynamic audience especially amid increased demand for local travel. The ideal scenario was to help make Victory Liner the go-to and top-of-mind brand for bus passengers. 
• The brand also wanted to innovate and uphold its legacy in the digital age to stay ahead of competitors through innovative content.

We executed the digital campaign using the following strategies:

• We started off with topic mapping and content plotting, focusing initially on ‘re–introducing’ the brand to TikTok.
• High-quality reels posted consistently helped set-up and establish Victory Liner brand presence on TikTok. To make it more organized, we established an initial frequency: 4 reels developed and posted per month, with 90 seconds each. We tested that frequency out for the first couple of months, and refined it along the way.
• We also tested a variety of content buckets and treatments, turning to TikTok for inspiration on what viewers were currently entertained by.
• We harped on their marketing initiatives for time-sensitive content such as launches, announcements, fare promos, terminal openings, travel schedule changes, and more.
• We also created and repurposed evergreen content highlighting their key services (passenger buses, rent a bus, drop & go, etc), as well as humanized and compelling stories showcasing the company’s key resources and stakeholders (drivers, customer reps, stewardesses, ISO certified maintenance processes, etc)

You may just want to check out Victory Liner’s TikTok page and Facebook page for yourself!