Stories are everywhere but those translated into songs are my favourite.

A conversation with my niece, Rei, over the weekend inspired me to write about #PublicRecord by Us the Duo. She was telling me how much she likes storytelling and how stories are everywhere and are presented in different forms. I fully agree with her cause I love stories.

Stories are in movies, books, essays, photos, social media posts and of course, songs. A story is powerful- it motivates, it serves as a warning sometimes, it uplifts, it shows the beauty of us and being human.

Storytellers are amazing people. I can talk about how amazing my friends in Viddsee are for telling various stories across Asia through short films (will write more about these amazing people one of these days) or how brilliant my cousin Joee is for launching an album with all her amazing stories turned into songs (My favourite is the “Song for Mati”) for hours. But what’s more remarkable to me is when these storytellers collaborate with others to tell more interesting stories and this is what the #PublicRecord project is all about.

Us the Duo asked their fans to submit their stories and they’ll write songs about them. Five fan stories were chosen and they were incredibly written.

I’m me” is my favourite.

Saudade, a Portuguese word that talks about the feeling of profound longing, nostalgia or missing someone or something, is another favourite mainly because it captures my feeling towards Dad. Saudade is a good feeling, he never leaves.

If you know me, you’ll know that Us the Duo is one of my favourites ever since I heard their song/wedding vows which eventually became Book of Life’s OST.

Hope you don’t stop sharing stories wherever you are. They make life more interesting. Rei will agree for sure.

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!


Are you a Filipino? Aside from Jollibee, you probably consider “Eat Bulaga,” the longest running noon time show in the Philippines, a part of your memories growing up. I do. And I follow them on Facebook.

And if you’re like me, you should’ve followed (cause it’s just in your newsfeed! Haha) Paolo Ballestero‘s journey to the #MakeUpTransformation stardom. It went viral and was picked up by international prints and websites including the Daily Mail in UK, Cosmopolitan Magazine and even MTV. It reached some celebrities that he copied like Tyra Banks and was shared even by Ashton Kutcher. Go on, Google his name and see the updates!

(photo from Eat Bulaga’s FB page)

Curious, I searched Instagram to see if there are other #makeuptransformation hashtags created from other Asian countries and found very few. How about the Philippines? I guess Filipino netizens enjoyed it the most and Kathrine Bernardo, a Filipino actress, was the most popular subject.

Look what I found via the #makeuptransformationph hashtag:

1. The Alaska Fan“Wala pa ring tatalo sa Alaska..”

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2. Look for your favourite characters.

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3. Family fun!

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4. Favourite pet.

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5. Now, Ted-dy for real.

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6. And my friend turned into a man- donut.

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7. I think it’s only in the Philippines.

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8. Yes, the famous bee.

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And to prove my nationality, I’ve given art direction and volunteered my photography skills for this one. LOL.

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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!

Continue reading

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

eBook: Social Brands by We Are Social Singapore

Some marketers may not believe entirely but each and every one of them nowadays know that they have to integrate “social” in their marketing. plans no matter how small scale the campaigns are. Most of them, especially here in Asia don’t even know where to start. You might have seen this ebook a couple of times since it was published online last month but, in case not, please “exploit!”

Now, your brand can be a social brand.