Campaign details
Agency: Mindshare PhilippinesRegion: APAC
Strategy
Objective
As a brand that is a staple for Filipino family time and enjoyment, Selecta wanted to reach out to its audiences via a purpose campaign, to remind them that happiness includes the ice cream experiences we share with our loved ones.
The campaign's strategic direction is to amplify the connection of the brand to its target audience through impressions, engagements, and discount code disbursements. Despite the pandemic and the limitation of being physically disconnected, Selecta's main goal is to give an avenue for families and individuals to share ice...