In an ever-changing digital landscape, brands have to get with the times in order to stay relevant and connected to their consumers. Sounds challenging, but it can definitely be done!
Enter the concept of Moment
Marketing. For brands like Mang Inasal, Moment Marketing is taking advantage of
the “here” and the “now” to bring brands to the forefront of consumer
conversations, especially through something as fast-paced as social media.
“Social media opened a huge
door for brands like Mang Inasal to connect real-time with customers,” said
Mang Inasal’s Head of Digital and PR, RJ Jabeguero-Rodillo. “These platforms
serve as avenues where we get to discover what makes our customers happy,
‘kilig’ and excited. These overflowing emotions signal to us what we can
‘trendjack’ and enable us to bring the brand within those conversations.
Relationship-building with customers is now made faster all thanks to social
media.”
Mang Inasal and the value of
real-time social listening
In 2022, Mang Inasal has redesigned
a digital marketing strategy that puts its customers at the heart of the entire
ecosystem. It developed a powerful, real-time social listening muscle that has
allowed it to ride on trends that are most relevant to its customers.
Mang Inasal’s “16 Cup Challenge” was recently honored in the Marketing Excellence Awards-Philippines with a Silver Award under the Excellence in Viral Marketing category.
In this year alone, Mang Inasal
was able to create buzz on social media with several marketing initiatives,
such as the "16 Cups Challenge" that happened after SB19 member
Stell’s mention of his own Mang Inasal record. It became a three-day trending
topic on Twitter, evolving later into a nationwide challenge. This challenge
was recently honored in the Marketing Excellence Awards-Philippines with a
Silver Award under the Excellence in Viral Marketing category.
Mang Inasal’s most recent
concert sponsorship with K-Pop performance powerhouse, SEVENTEEN, shows exactly
how well-positioned Mang Inasal is when it comes to its consumers’ interests.
"SEVENTEEN’s fans, the
Carats, have been tweeting Mang Inasal to support their idols. And as a special
Christmas gift to them, we've granted their wish as we were among the sponsors
of the SEVENTEEN WORLD TOUR [BE THE SUN] – BULACAN," Rodillo said.
From being a trending topic, Mang Inasal granted the wish of the SEVENTEEN’s fans, the Carats, and became among the sponsors of the SEVENTEEN WORLD TOUR [BE THE SUN] – BULACAN.
Meaningful connections through
its digital presence
Mang Inasal’s digital presence
has truly evolved past the traditional brand monologues and digital posters.
Through its community-powered strategy, Mang Inasal has significantly surpassed
engagement targets by 240% and improved positive sentiments across channels, due
in part to its more authentic brand tone, raw user-generated content, and
community-centric messaging.
“For Mang Inasal, Moment
Marketing is important because we want to be with our customers wherever they
are and that includes the trends that matter to them,” said Rodillo. “It
excites us knowing that we are part of the conversation of our consumers
because it’s a validation that we remain relevant to them.”
From being mere observers of
social media to being an online friend listening to its customers’ voices, Mang
Inasal’s brand has transformed into an entity that ‘phygitally’
[physically-digitally] takes care of the communities it serves - both within
its physical stores and digitally across social media platforms.
“Mang Inasal is continuously
learning today in terms of Moment Marketing and we can’t wait what 2023 has for
us,” Rodillo concluded. “But so far, our strategy is working for us because it
allows the brand to sincerely connect with the consumers who talk about us, and
create moments that will make them remember us more meaningfully.”
