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The Filipino Channel We Are Family campaign Nicolas, Blaise, Davi, Rohan

TFC kapamilya

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Page 1: TFC kapamilya

The Filipino ChannelWe Are Family campaign

Nicolas, Blaise, Davi, Rohan

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AgendaContext

Audience and media behavior

Objectives

Strategy

Campaign

Key performance indicators

Timeline

How to build on the campaign

Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion

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Context: the Filipino diaspora10.2 million Filipinos are spread across the world:

US: 3.4M

Saudi Arabia: 1.02M

UAE: 680K

Canada: 660K

Malaysia: 325KSource: The Filipino American Center, 2010

Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion

→ The US and Canada constitute the highest number of expatriate Filipinos

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Context: The Filipino Channel connects Filipinos across the world

TFC is a global pay-TV channel owned by media conglomerate ABS-CBN and available over all distribution channels (cable, satellite, IPTV, OTT)

Programming is composed by imported programs from ABS-CBN to build the “TFC package”: TFC, ANC (news), ABS-CBN Sports+Action, Lifestyle Network, MYX TV (music), Cinema One

Ancillary offerings: myRemit (online money shipping service), Star Kargo (door-to-door shipments from the U.S. to the Philippines), O Shopping (e-commerce platform)

Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion

→ Mission: connect Filipinos and their families around the world by sharing experiences despite the distance

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TFC has over 3 million subscribers worldwide

Source: ABS-CBN Annual Report, 2015 and Research commissioned by ABS-CBN, asianlife.com

Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion

→ 53.1% of the international viewers are in North America, 40.5% in the Middle East.

40% of Filipino expatriates

1st generation migrants with

family back in the Philippines

Average age: 44Demo: 25-65

Parents are key decision makers

Average household income: $59,000

4 family members

Prefer to be addressed in

Tagalog language

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Filipinos’ media behavior is digital and aims to connect with their families at home

Watch average of 28-29 hours of Filipino programming weekly

Payment, Shopping, Health, Video services increasingly accessed by a majority of users on digital platforms

High Facebook usage: 44% of Asian Americans say accessing cultural content not available on other media

Favorite messaging app: 82% of Asian Americans born outside the US use Facebook Messenger to connect with friends and family abroad.

Filipinos worldwide spend on average 53 hours weekly on social media (Facebook, Facebook Messenger)

On the field research: Basketball, Viber, Boxing, Facebook

Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion

Sources: Deloitte 2015, ABS-CBN annual report 2015, asianlife.com

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Positioning to advertisers

Position the brand as the perfect partner for companies promoting non-competitive offerings to the expatriate Filipinos

Our campaign has three key objectivesIntroduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion

→ Focus on the North American market: 4M Filipinos but only 1.5M subscribers

Strong growth potential for both subscriptions and use of ancillary services

Bottom Line Improvement

Increase the number of paid subscriptions and usage of offerings by expanding the distribution of TFC

Community Engagement

Develop a deeper sense of community to enhance the idea of Kapamilya

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Our overarching strategy is to emphasize the familial

nature of the Filipino diaspora and bring

together the Kapamilya around the world

Kapamilya: We Are Family

Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion

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The Filipino Channel The Campaign

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One-month TFC Trial

Co-branded advertising collateral - outdoor media in Filipino neighbourhoods

Facebook targeted ads for OTT platforms in specific North American areas

California: 1.45M FilipinosHawaii: 340K FilipinosOntario: 275K FilipinosIllinois, Texas, Washington, New Jersey, New York, Nevada,

Florida, British Columbia and Alberta > 140K FilipinosSource: The Filipino American Center, 2010

Promotional Activation

Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion

→ Goal: Increase subscriber base for TFC media properties

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Extend local programming on TFC to 1 hour/day

Like local broadcast networks’ local affiliates, TFC will offer 1 hour/week of local programming: news and lifestyle shows featuring Filipinos in the country’s daily life

Stories of Filipino entrepreneurs

Family profiles

Cooking show

Content Activation

→ Goal: Enhance engagement and sense of community for the Filipino diaspora in the foreign country

Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion

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Next TFC Star

Social media talent hunt amongst the Filipino diaspora to find the next star of TFC’s leading reality TV show ‘The Voice’

Get fans to nominate their friends

Upload a FB/IG video of their audition and fans vote

Winner is picked to represent the Filipino community from that foreign country in ‘The Voice’ in Philippines

Social Media Activation

Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion

→ Goal: Increase awareness and affinity for TFC amongst millennials

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Kapamilya in Distress

Online (FB & YouTube) and TV video campaign (on channel) led by Manny Pacquiao calling on Filipinos to help out less fortunate Kapamilya around the world

Launch a ‘Kapamilya in Distress’ fund

1% of all transactions on e-commerce platform donated to fund

Philanthropic Activation

Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion

→ Goal: Increase awareness about the condition of Filipino diaspora in the Middle East and cultivate strong global support

for their rights

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TFC Forum

Create a forum on the website that allows people to post items they are willing to donate and items they need donated

The forum will then connect two people to coordinate that donation, ultimately increasing interaction and allowing people to feel the effect of that donation

Community Activation

Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion

→ Goal: Drive people to donate and help on a personal, one-to-one basis, to further establish the community and increase the likelihood of

donating again

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Partnership With Facebook

myREMIT will partner with Facebook to provide a more convenient way of sending remittances

Through myREMIT’s Facebook page and Facebook’s current cash transfer technology, users will be able to remit directly through Facebook

Partnership Activation

Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion

→ Goal: Increase amount of remittances and show users that TFC is dedicated towards making the remittance process as easy and

simple as possible

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How the partnership with Facebook works

Step 1

Log Onto FacebookMany Filipinos are already on Facebook, conversing and interacting with relatives around the world

Step 2

Visit TFC myREMITFilipino’s are more attracted to brands with pages on social networks. The myRemit Facebook page is also already a hub for TFC’s remittance related questions and concerns

Step 3

RemitUsers want to remit through a convenient platform (such as Facebook), but in a safe and reliable manner (myREMIT page)

Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion

Partnership Activation

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KPI’sOne-month TFC Trial1. Number of

subscribers to free trial

2. Number of subscribers who convert to paying customers

Local Programming1. Rating for local

programming shows

2. Volume of conversation about TFC on social media

Next TFC Star1. Volume of social

engagement with campaign and UGC posts

2. Increase in followers for TFC social handles

1. Total value of donations collected

2. Total views of video campaign

Kapamilya in Distress 1. Total amount of

transactions2. Total amount of

repeat transactions

TFC Forum1. Number of likes on

myREMIT FB page2. Increase in amount

of remittances

Partnership With Facebook

Introduction Audience Objectives Strategy Campaign KPIs Timeline Conclusion

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TimelineIntroduction Audience Objectives Strategy Campaign KPIs

Timeline Conclusion

March 2017 April 2017 May 2017 June 2017 July 2017 August 2017One-month TFC TrialExtend local programming Kapamilya in Distress

The next TFC Star

TFC Forum

Partnership With Facebook

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How To Build On The Campaign Consistent reminders and posts to Kapamilya that the building of the

community never stops

Spin offs on The Next TFC Star that will continue to develop personal connection with the network and its Kapamilya

Reward TFC subscribers who send remittance through MyRemit with promotional deals throughout the year

Introduction Audience Objectives Strategy Campaign KPIsTimeline Conclusion

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Salamat

Kapamilya: We Are Family