Sports Marketing
The Philippines is considered to be the basketball capital of the world. Every corner and lot has basketball courts filled with players of all ages. I grew up watching the Philippine Basketball Association (PBA) games, then college basketball within the UAAP & NCAA where I cheered hardcore for my university, the UP Fighting Maroons, despite the losses. Of course, there’s the NBA. I loved watching the Celtics & the trio. But it was difficult to have a solid team to be loyal to because 1) I didn’t grow up in the States nor have a city loyalty, 2) talent everywhere. Kobe, LBJ, Curry shaped my teens and 20s. My childhood dream was to get to watch a game LIVE. 33 years later and it did happen. Houston Rockets vs the Golden State Warriors. But now, my loyalty is where I currently live and I consider myself to be a lucky charm. Go Rockets!
Football, volleyball, billiards, bowling, boxing. A knack for sports as one could say, that’s me. Getting to work on some campaigns done by sports brands, and meeting athletes is the best part of my career. If you’d ask me which industry I’d like to go back to, it’s definitely sports. Enjoy my highlights below!
UnderArmour
The biggest athlete of the year coming to the Philippines? How do we even make it bigger?
As the lead social strategist for #UARoadShowManila, I was in charge of creating strategy and tactical ideas to generate buzz and noise for Steph Curry’s visit to the Philippines. Making noise was easy, people already knew him. But how do we tie and elevate brand awareness & affinity in this event that’s being dominated by SC?
From pre-announcement of his visit to D-Day, and post-launch, we have used social listening in creating activities that would showcase UnderArmour as the sportswear by the GOATs, grow the UA community online, build database from potential customers (fans of the Curry line), basketball & NBA fans, SC30 fans, media partners, and general public interested in the event.
The activities resulted to:
57% social media growth
FB engagement rate increased to 12.3%
Earned media of 6.2m impressions on FB, 642m on Twitter, and 4.8k content on IG with 28k mentions from pre to post SC30 tour.
Most talked about sports event vs competitors for that year.
6143 contest entries from the 4 contests we ran to giveaway tickets and a chance to meet SC30 in person.
Nike Basketball
Nike Basketball was my first sports account in my career at Social@Ogilvy in the Philippines back in 2012/. And I volunteered to handle it. Responsibilities included:
Social media management & content creation to engage the Nike community & Filipino basketball fans
Content primarily focused on Nike basketball athletes in the Philippines and worldwide, their accomplishments, game updates and player statistics; basketball tips, Q&A within the fan page
Localized the Kobe 8 launch following global direction of #CountonKobe, and tapped local Nike athletes & basketball fans in creating chatter on how and why they #CountonKobe. New followers increased by 3x, and engagements increased by 5x, especially on Lakers’ games when the community was active.
Covered LeBron James' visit to the Philippines for #WitnessHistory -- announcements, contests to give away tickets, live posting, community management. Multiple personalities posted and tweeted live coverage on their accounts, with #WitnessHistory hashtag trending on solid 2nd & 3rd spots.
#WitnessHistory with LeBron James
Kobe 8 #CountOnKobe launch
CLEAR Men
Following the success of Clear Dream Matches 1 & 2, the objectives of CDM 3 were to continue the growth of Philippine football at a grassroots level through the CLEAR – Manchester United partnership; To settle the rivalry between Phil and James Younghusband once and for all through the third and final Clear Dream Match; To further increase brand love for CLEAR by associating it with a sport many Filipinos love and letting them be part of the Clear Dream Match
The role of social was to generate brand awareness by providing engaging and premium content experience, engaging the current base and tapping new audiences who have the same interest in football, ManU, Azkals, and the Younghusband brothers, and sustaining online conversations to make CDM3 the talk of the town in different social media platforms.
Youtube had 429k playbacks and a view time of 2.3k hours.
47% increase on Twitter engagements and 66% follower increase, 563k conversations and mentions with 457m Twitter impressions
9% FB engagement rate vs a historical average of 6% from past CDM with 1m impressions
Social media was the best channel in attracting engaged users to microsite with 90% of traffic coming from FB & Twitter with registrations & players vote overperforming by 4x the KPIs.
NBA Philippines
For my Public Relations class in the university, as part of our practicum, I helped with 2 NBA events held in SM Mall of Asia for NBA 3x3 and NBA Fit.
NBA 3x3 was attended by Horace Grant & the New York Knicks Dancer. I assisted with the 3x3 players register for the event, and guided them about their schedule.
For the NBA Fit, it was a special occasion with Coach Erik Spoelstra, an NBA Fit Ambassador & Champion Coach, who also happens to be Filipino visited his hometown. He visited the Philippines with his Miami Heat Coaching Staff to lead a special NBA-style basketball camp for elite athletes for our under 16 team. I helped the athletes navigate their way in, and assisted the coaches with their needs.
I’ve always dreamed of working for the NBA & this gave me a glimpse of the pure joy I can have that this love of the game brings me.
Other brands I worked with for sports marketing
Powerade
Social media management and content creation featuring the PBA Powerade Tigers team, Powerade benefits & ingredients, Powerade ambassadors, fitness tips, and athlete successes.
Created content as part of Derrick Rose's world tour visit to the Philippines
Summit Water
Summit Water was the official drinking water of the Filipino national athletes
Social media management and content creation to boost Summit Water and Filipino's support to our athletes for their SEA Games competition. I visited trainings of different athletes in basketball, weightlifting, gymnastics
Social media lead for Milo's support for Philippine Basketball Team Gilas in their bid for the Olympic spot in the 2014 FIBA qualifier.
Expanded the MILO community and garnered support for the journey from sports and basketball fans
