Sun Cellular
First Job Problems
The Philippine economy has been experiencing significant growth over the last several years. As a result, more quality employment options have opened up for Filipino first-jobbers, which has resulted in their increased spending power. With the Philippines also being one of the biggest mobile markets in the world, Sun Postpaid wanted to take advantage of all these opportunities. But Filipino first-jobbers did not find Sun’s value-packed offerings as appealing as the competitor’s “cool” imagery. Sun needed to be more engaging, and more relatable. More importantly, it needed to be seen as the more rational choice that can actually help these first jobbers get ahead at this stage of their lives. #FirstJobProblems This campaign humorously presented the unique challenges faced by first jobbers, including getting their first postpaid mobile service. The campaign was designed to generate strong Millennial appeal: utilizing social media memes, interactive posts, and a series of TVCs and online films styled after the popular internet meme format. Almost instantly, our audience made it their own, posting their own #FirstJobProblems on their social media feeds. The campaign inspired countless user-generated posts, images and videos, and soon became an organic trending topic.
The Philippine economy has been experiencing significant growth over the last several years. As a result, more quality employment options have opened up for Filipino first-jobbers, which has resulted in their increased spending power.
With the Philippines also being one of the biggest mobile markets in the world, Sun Postpaid wanted to take advantage of all these opportunities.
But Filipino first-jobbers did not find Sun’s value-packed offerings as appealing as the competitor’s “cool” imagery.
Sun needed to be more engaging, and more relatable. More importantly, it needed to be seen as the more rational choice that can actually help these first jobbers get ahead at this stage of their lives.
#FirstJobProblems
This campaign humorously presented the unique challenges faced by first jobbers, including getting their first postpaid mobile service. The campaign was designed to generate strong Millennial appeal: utilizing social media memes, interactive posts, and a series of TVCs and online films styled after the popular internet meme format.
Almost instantly, our audience made it their own, posting their own #FirstJobProblems on their social media feeds. The campaign inspired countless user-generated posts, images and videos, and soon became an organic trending topic.
Result
The campaign resulted to +406% conversations (vs. the previous year’s campaign); and +386% engagements (vs. the previous year’s campaign), with over 1M social media engagements monitored in the first month alone.
#FirstJobProblems also brought in 83,000 new subscriptions --- the HIGHEST EVER in the brand’s history! Our featured plan rose from -20% to +81% growth. Months after the campaign ended, #FirstJobProblems is still being used by Filipino Millennials; evolving the hashtag from being just one among the many brand-created hashtags, to one that’s become ingrained in Millennial pop culture.