CLIENT
DITO Telecommunity
1. Anna Adipue - Head of Digital Marketing
2. Evelyn Jimenez - Chief Commercial Officer
3. Jasper Evangelista - Director of Brand & Marketing
AGENCY
TBWA Santiago Mangada Puno *Lead Agency
1. Paolo Broma - Managing Director
2. CJ De Silva-Ong - Creative Director
3. RJ Paculan - Planning Director
4. JA Rodriguez - Planning
5. Jean Arboleda - Digital Strategist
6. Arri Veloso - Associate Creative Director
7. Vinnie Pacleb - Associate Creative Director
SUMMARY
By championing local Filipino talent and underrepresented micro influencers on TikTok, DITO Telecommunity was able to double its market share from 3% to 6% in just three months. Up against dominant players Globe and Smart, DITO was unable to match their massive marketing budgets and their use of international celebrities. Instead, the one-year-old brand broke through with an Influencer Marketing strategy that put local talent centre stage and was rewarded with a 33% boost in their subscriber base from 9M to 12M, the fastest growth for a greenfield telco globally.
