“52 Weeks,” Puregold’s first TikTok series in the Philippines, recently won the gold prize in the Best Social Media Campaign category of the Hashtag Asia Awards. This competition aims to honor the best work companies and project teams have done in online advertising.
“52 Weeks” beat out BigPay’s Raya Ni Saya Rindu campaign, which won the silver prize, and PRK Agro Industrial Products’ CP Malaysia TikTok Contents Creation & CP Chicken Roll Challenge, which won the bronze prize.
A group of highly respected judges chose the winners from all over the world. All of the entries were judged based on four things: the challenge, the strategy, how they were carried out, and the results.
“We’re very grateful to the Hashtag Asia Awards for the recognition,” Ms. Ivy Hayagan-Piedad, Puregold’s Senior Manager for Marketing, said. “It is both exciting and rewarding to see that our retailtainment efforts are being acknowledged on an international scale. We share this honor with all Puregold channel subscribers, and the cast and crew who made ‘52 Weeks’ possible.”
“52 Weeks” is part of Puregold’s retailtainment strategy, which combines shopping and entertainment to make fun content that helps build the brand and raises awareness of its products.
“52 Weeks” was the company’s first series on TikTok. After that, they put out a few more series on YouTube through their Puregold Channel.
Lemuel Lorca was in charge of directing the series, and award-winning filmmaker Chris Cahilig was in charge of making it. Republic Creative Creations, led by Sonny Bautista, was in charge of the campaign.
Jin Macapagal and Queenay Mercado starred in the 36-episode digital series that came out on July 27, 2022. It was about Mina (Mercado), a hopeless romantic who hadn’t had a boyfriend since birth. Chem (Derick Lauchengco) and Eya (Herbie Cruz), Mina’s best friends, wanted her to find a love she could call her own finally. So they gave themselves 52 weeks to find the perfect boyfriend for her. During its time on TikTok, the show was watched by more than 34,1 million people.
