Puregold

The Objective

Generating top-of-mind awareness amongst consumers

With more than 435 stores to date, Puregold is a leading supermarket chain in the Philippines that is constantly evolving to cater to its customer's needs. Grocery shopping is made easy by Puregold, as customers can purchase groceries not only from their wide network of physical stores but also straight from the comforts of their home, office or while in transit through the Puregold Mobile app.

During Christmas 2021, Puregold needed to stand out amongst other supermarket brands in the Philippines. Thus, the brand looked at TikTok advertising to supercharge awareness and consideration during this festive shopping season.

The Solution

Creating custom branded music with a TikTok Hashtag Challenge

Puregold developed a Branded Hashtag Challenge campaign designed to inspire consumers to join in, while incorporating branded music to drive stronger brand recall. To produce the branded music, Puregold partnered with Fuse Adventures in Audio, a TikTok Official Sound Partner. Starting with hip, catchy beats, the custom music was set to get more people dancing along.

With the hashtag #PuregoldPanaloAngPasko, the brand wanted to convey the theme of "winning" in this joyful Christmas season to not only increase awareness, but also to strengthen affinity with its consumers. Key messaging is in line with the brand’s tagline “Sa Puregold Always Panalo” – meaning “You’re Always Winning with Puregold” in Tagalog. Popular creators in the Philippines were also invited to launch the campaign from their own profiles, driving more visibility to the Hashtag Challenge.

The Results

Cutting through the market with a powerful campaign

The campaign was a resounding success with 16.7 million total unique users reached, 75 million total video views, and 354,000 views to the Hashtag Challenge page.

Puregold successfully inspired a large movement of user-generated content, fueled by strong creator participation at the start of the campaign. User engagement was also through the roof with 7.5 million video engagement, 112,000 video creations and 55,000 users who created videos using the Branded Effect and joined the hashtag campaign.

The Puregold Panalo Ang Pasko official jingle certainly played an important role in driving positive success to the campaign driving 32 million music video views. The Branded Effect was easy to use and follow gaining 6,000 Branded Effect creations, driving higher brand recall with the repeated mention of 'Panalo' - meaning 'winning' in Tagalog.

Puregold’s campaign is an inspiring study that showcases how the combination of Hashtag Challenge, Branded Effect, Music and Creator participation can cut through the market and bring home a strong brand message during the festive season.

"A catchy jingle is a recipe for success if you want to get your consumers dancing along your beat," said Colin Pereira, Partnership Lead, Fuse Audio. "Today's consumers look for joy and inspiration from brands. Fuse Audio is thrilled to support the custom sound production that brought Christmas joy and excitement for the TikTok community and elevated the Puregold experience to the next level."

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