Useful 2019 Marketing Reports

It’s Holy Week and Ramadan is just around the corner! With the diversity of cultures and religions, marketers in Southeast Asia are now finding various ways to win their consumers in the most ethical (I hope!), strategic and cost-efficient.

Here’s Google Indonesia’s Winning Ramadan with Digital  Report, in case you need it. 

Marketing without Data

Image source: Google

Though it’s almost half of the year, I’m compiling some great reports that can be useful for your 2019 marketing strategy. A lot of insights to take in, so I recommend all these for your weekend reads!


Global Digital Yearbook 2019 (by We Are Social and Hootsuite)

Technology-driven Retail (by AliResearch)


For all individual digital reports for Southeast Asian markets, please visit Data Reportal’s dedicated page for their SEA reports.


Daily Social’s Start Up Report 2018

IDN Research Institute’s Indonesia Millenial (Bahasa Indonesia)

Indonesia Digital 2019

Data junkie? Oh, you’ll love Data Reportal… All the numbers you need! It’s one of Simon Kemp’s brainchild (if you know him, you’ll confirm it from the sophisticated and very systematic decks for sure. Haha).

Happy reading!


POKKA rules in a different level

If you’re based in Singapore, chances are you know “POKKA.” A good friend of mine who used to work in this city said that its Green Tea was her usual company when she was working over time.

When I was based in the Philippines, I only know about their Carrot Juice whenever I visit the nearest Japanese grocery store. Rarely, you’ll see you a POKKA drink in the market or hear someone talk about it. Probably because Philippines is a big market for Coca Cola and Nestle and the only tea that’s top of mind aside from Lipton is C2.

But in Singapore, POKKA is everywhere.

In a country where being “healthy” matters, POKKA surely goes ahead of its competitors with all it’s “healthier recipes” and “real” ingredients.

Earlier this week, the brand rolled out its campaign for POKKA COFFEE, the number 1 RTD Coffee in Singapore. Surprised? Well, who wasn’t? I think most of us have Nescafe on top of our heads as the number 1 but surprisingly, the newbie RTD Coffee in the market just got the crown according to Nielsen Report.

Will they stay on top? We never know. But I think, POKKA just elevated their brand into another level, level that is way higher than where Nescafe is standing for years. Not just because POKKA COFFEE is “brewed from real coffee” but because the brand has been portrayed smarter, more authentic and empowered that clearly resonates with its consumers no matter where they are in life. (Since, I’m a big fan, it’s like Harvey Specter with a heart! LOL)

So no matter where the market share will take them to in the years to come, I bet they’ll stay that way and they’ll never go down another level. It was a great start and a grand entrance. 

pokka coffee man transparent

Oh, I’m quite sure I saw a man in this video that resembles someone who drinks Nescafe.

Pacman survived the “bad weather”

I knew that this moment will drag me back here and write something that I’d love to remember years from now.

As an expat in the little red dot, everyone’s in awe whenever I tell stories of how Pacman turns the busy streets of Manila (and all parts of the Philippines) into ghost town whenever he has a fight. As crazy as it sounds, it’s like an unsaid rule that Filipinos are glued to their screens to watch the great boxer and pray for his “win” each and every fight.

I grew up with this. Haha. And I’ve shared a lot of great memories with my dad while watching the fight and drinking a cold San Miguel beer with his friends. I didn’t even like boxing. It’s violent for me. But a Pacman fight turns every Filipino around the world into a boxing expert everytime. Believe me, from Philippines to US, Middle East, Taiwan or UK, Filipinos are glued to their phones to catch up with families before and after the fight.

Amazing, right? At some point, Iknow Pacman brought heart to the boxing sport and united the Philippines in so many ways.


No need to go far, my news feed says it all.

(Screengrab from the hardworking businesswoman, Ailette)

(Screengrab from the hardworking businesswoman, Ailette)

(Nakaw photo of List from Perth)

(Nakaw photo of Liszt from Perth)


(Photo from @unikathija)


(Nakaw photo from Jopot @melvin_zamora)


Us earlier. LOL. #OFW Thanks to Kuya Macoy and to Ate Mhely for the live stream. Haha.


Working in the marketing and advertising industry, I know that there’s something clever that’ll come out from great brands in moments like this. This time, McDonald’s got the spotlight.

A couple of days before the big fight, McDonald’s Philippines released a clever ad to show their support to the Filipino champion. It’s very timely and sincere to the point of touching the hearts of every excited and nervous Filipino supporter.

  After the fight, McDonald’s impressed me even more by sending the message that captured what the shocked (somehow sad) Filipino fans would like to say. 



Below is the screenshot of my Instagram feed minutes after the fight. 🙂 Photo credit to my IG friends but correct me if I’m wrong, McDonald’s message just blended in. It’s a brand that cares… makes you wanna say “let’s go have some McFlurry kasi mainit ang ulo ko!” Haha.

IG Feed


It was just clever.

Pano ba yan? Just like what McDonald’s said, “we’ve always survived the bad weather. We’re very proud of you, Pacman!”

Til next time!

No more #ChickenSad, #HaySalamat!

Jollibee is my childhood hero. Though I’m not a big fan of fast food, I crave for the regular yum, spaghetti and chicken joy every once in awhile. Up to now, there are very few Asian (except Japanese) brands that become “global brands.”  And for the Philippines, Jollibee is one brand that the country can be globally proud of and call its own.

I visited home 2 weeks ago and was so sad when the Jollibee outlet I visited had no chicken and spaghetti available. At some point, I really thought there was no sense of going home at all. Haha. Ok, that was an exaggeration but the trip did feel incomplete.

Then when I went back to work, I noticed that my newsfeed was flooding with #ChickenSad hashtags. That’s when I realized I was not alone, and it was the whole country feeling sad [or mad ?] having no Chickenjoy at all. According to Rappler, a major IT system change was to be blamed for the lack of the popular Chickenjoy in Jollibee stores. The change affected the fast food giant’s inventory and delivery system, forcing 72 stores to close.

Translation: “I don’t have a boyfriend, now I can’t even have Chickenjoy.”

Translation: “They don’t serve anything cause they’re updating their system….are they printing chicken?”  

Translation: Wait, I was able to buy a bucket of Chicken joy last week. What just happened?

Translation: “I should’ve taken a photo of the last chicken joy I’ve eaten on Saturday (Aug 2). Maybe it’s really going to be the last.”

Some panicked and called the police.

Translation: “(Police Twitter Handle) Help! Until now, we don’t have Chicken Joy, sir.”

Some just reenacted the BTS.

Some turned into entrepreneurs.

Communities in some universities jumped to learn from the issue right away.

And the OFWs participated in the fun.

But as expected, some brands will just take advantage of a competitor’s crisis. I’ve seen this becoming a trend and brands are not just trendjacking, they’re even crisis-jacking (trying my luck if there’s such word). But for this one, they chickened out and deleted the post. Read Marketing Interactive’s write up on this.


How did Jollibee handle the crisis on social? They responded on every negative tweet that they received.

And…today, told you how much they missed you.

I admit it. I had so much fun reading conversations on #chickensad but to be honest, this is a crisis turned out as a good publicity.This is my favorite post- The 8 stages of Grief. And here are some of my takeaways:

  • The strong affiliation of Jollibee as a brand to the lives of Filipinos has been proven
  • Just like what happened to Globe Telecom a couple of years ago, lack of communication or not informing the consumer on an upcoming upgrade will either make or break the brand.
  • Competitors or other brands tend to jump in conversations to take advantage of a brand’s lowest point during a crisis (So you better be ready to fight back!). 

But today, no more #ChickenSad. #HaySalamat! (“Hay” is a Filipino expression for “relief.” “Salamat”is thank you). I think below is a better move from a brand (Globe Telecom).


Catching Up: Social in Asia

For all we know, digital and social is a very fast-paced industry and we- marketers, social media practitioners, entrepreneurs and even CEO, CMO, CFO-  all have to keep up with the changes. At some point, what we’ve mastered about Facebook ads or Twitter content best practices last year may not be applicable to our campaigns this year. So I thought of curating some relevant social media news, specifically in Asia (cause you’ll read those big news/changes in The Next Web, Mashable or Tech in Asia) so I’ll be updated together with you.

For now, I’ll be repurposing some of the content that I’ve written in We Are Social Singapore’s Tuesday Tune Up.  But will be curating more as much as possible in the days to come. Have fun!

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Have a break when #Facebookdown

In the midst of all the commotion and panic when Facebook was down today, KitKat Philippines quickly found an opportunity. #reactivebrandsonsocial