Manila, 10 December 2020 – It has been a year of disruption and disconnect across economies, industries and communities. For marketers, 2020 was a challenging year. Campaigns, events and creative shoots had to be moved online, postponed or cancelled.

This meant that a year’s worth of pre-planned concepts and strategies had to be shelved.

Despite these challenges, the real time nature of Twitter provided a space for brands to step up and take action to inform, support and entertain people during an objectively chaotic year. Marketers across Southeast Asia, especially the Philippines, displayed creativity in using Twitter to help their brand stay relevant this year.

In recognition of this extraordinary work, and as we reflect on the toughest of years, Twitter is introducing its #BestofTweets 2020 Philippines Awards to celebrate the brands that created standout campaigns.

1. Best Campaign for Driving Positive Change in Society

There has never been a more important time like now for brands to articulate their ideals and more importantly, act on them, as more people are choosing brands based on their positive impact on society. Globe Telecom, Inc. (@enjoyGLOBE) exemplified this trait best with their Home Prepaid WiFi’s HomeSURF199 campaign. In this campaign, Globe spread positivity and hope by reminding Filipinos that they have their inner “galing” with them, and this can be enriched even at home.

2. Best Brand Voice

In a challenging business environment, it is definitely a challenge for brands to consistently and strategically define and leverage their own voice. However, Smart Communications Inc. (@LiveSmart) proved that they are exemplary.

Smart’s #LiveGiga campaign is a standout, thanks to its consistently uplifting and empowering brand voice.

3. Best Use of Video

Video content marketing is an important part of any brand marketing strategy, as more people consume content in the form of videos. Online video is the only advertising format to have its 2020 growth estimate upgraded and is expected to lead growth in 2021. Andok's Litson Corporation (@PusongAndoks) winged this category with their witty #ChibokNgPuso campaign featuring its newest endorser, Piolo Pascual.

The brand nailed the video on Twitter for their launch by following Twitter's best creative practices: keeping the video short at 15 seconds and ensuring a creative that resonated with the Filipino audience: a romantic storyline featuring a well-loved brand ambassador. This delivered over 9.7 million video views.

4. Most Tweeted about Brand

While 2020 has been a challenging year for many, music kept everyone entertained they people stayed at home. This resulted in more buzz on music as well as tweets about a brand that brings it to all Filipinos, Spotify Philippines (@Spotify_PH).

From the launch of K-pop Multiplaylist Campaign on Twitter to unveiling nine platform-exclusive Filipino podcasts, Spotify Philippines got everyone talking.

5. Best “Launch” on Twitter

It was a tough year to launch anything new but successful launches were not impossible. Brands can creatively leverage Twitter and follow Twitter’s best practices of Tease, Reveal, and Reinforce for launches. Gatorade (@GatoradeION) aced the launch for Gatorade ION, a totally new product featuring brand ambassador Kathryn Bernado.

During the Tease phase, the brand got people guessing about their new brand ambassador while also driving the buzz about the newly launched product using Promoted Tweets. Afterward, their big Reveal combined the power of two takeover products, Promoted Trend and First Views, and creative executions with Instant Unlock and a Video reveal. Lastly, the Reinforce phrase ran through a series of promoted Tweets along with the hashtag #EverydayHydratION.

6. Best Connection to Culture

Latching onto cultural moments to lead conversations online is a clever move that brands implement their marketing outreach. Afterall, what better way to join or spark conversation on Twitter than by anchoring campaigns to things people are passionate about? Jollibee (@Jollibee) made sure to tug at Filipinos’ heartstring on Valentines Day with their #KwentongJollibee Valentine Series, which featured several facets of how true love always triumphs in the end.

The video received 3.5 million views.

7. Best #OnlyonTwitter

All campaigns are unique, but there’s one that is ahead of the pack when it comes to being unique on Twitter. The best #OnlyonTwitter Philippines goes to Closeup Philippines (@CloseupPH) for the launch of the new Closeup All Around Fresh. The brand has shown a masterclass on how launches can be done by leveraging Twitter creative canvas on four fronts:

- Innovative media execution (dayparting) with extended targeting capabilities (e.g. TV sync, Competitive TV sync etc.)

- Leveraging on Twitter’s Takeover products, Promoted Trend, and First View to put the brand in the spotlight.

- Expert Usage of Twitter's Custom Emoji solution to supercharge the conversations on Twitter.

- Tapping on Twitter Brand Survey to enhance their brand metrics measurement, a first for a brand in Philippines.

Over all, this campaign resulted in outstanding awareness and engagement surrounding the hashtag #AllAroundOralCare during its launch period.