Puregold Philippines

The Objective

Driving store visits to Puregold for Christmas

Puregold is the leading supermarket chain in the Philippines, with more than 456 stores nationwide. Its mission is to make grocery shopping easy and accessible by allowing consumers to enjoy the #PanaloShoppingExperience from the comfort of their home, office, or in transit. Last Christmas, Puregold launched a campaign to increase foot traffic in its stores by making grocery shopping fun and rewarding during the Christmas season. Puregold enlisted the support of a badged TikTok Creative Marketing Partner, Shuttlerock, to create a Branded Effect and jingle for its # #CHRISTMASayaSaPUREGOLD Branded Hashtag Challenge campaign.

The Solution

Custom Branded Effect for Christmas Challenge

Shuttlerock and Puregold worked together to plan out the Branded Effect strategy for the #CHRISTMASayaSaPUREGOLD campaign. Shuttlerock proactively gave Puregold suggestions on optimizing the use of Branded Effect. This ensured that Puregold prioritized the user's experience even if it meant reducing the amount of branding in the Branded Effect. The end result was a highly-engaging speed-quiz concept. This made the campaign challenge attractive and easy for creators to participate in, while still keeping the content organic. Puregold also increased the impact of its campaign by promoting some of its organic videos as Spark Ads. The authenticity of the ads helped the brand forge deeper connections within the community while encouraging users to join the Hashtag Challenge.

The Results

Huge participation from TikTok users

The engaging Branded Effect and jingle, together with the use of the right TikTok creators, made the campaign a huge success. The campaign achieved a resounding success with 15.8 million unique total reach. The engagement rate (6.05%) of the creator videos was also significantly higher than benchmarks, indicating success in the choice of creators engaged. Total views for the Hashtag Challenge also exceeded benchmarks by 3x thanks to the engaging nature of the Branded Effect coupled with the catchy jingle that made the campaign a success. Puregold managed to amass a total of 113,676 videos created, which exceeded the benchmarks by 20x, indicating success in the overall campaign.

"Celebrating the joy of Christmas is merrier when you get to share it with everyone. With the help of TikTok and its trend-seeking audiences, we were able to impart this value and increase affinity with Puregold and our #CHRISTMASayaSaPUREGOLD Pop Quiz Challenge campaign."

Ivy Zharisse Hayagan-Piedad, Senior Marketing Manager, Puregold