Strategic Works, Inc. - Innovation in Media Relations

Company: Strategic Works, Inc., Makati, Metro Manila, Philippines
Category: Award for Innovation in Media Relations

Nomination Title: Superhero narratives through the lens of real people: Filipinos celebrate Marvel 80 Years at SM

Essay:

From its first publication in 1939, to the ‘Avengers: Endgame’ release in 2019, Marvel was primed to mark an eight-decade milestone of epic storytelling. Marvel kicked-off its 80th anniversary in the Philippines, rallying fans through various consumer touchpoints, including apparel, comics, gaming, and toys.

The Philippines as Marvel country
A 2018 Marvel case study reveals the Philippines has the biggest Marvel fandoms per capita in the region of Southeast Asia and India, registering 98% brand awareness, with 2 of 3 audiences engaged with its content. Marvel is also the leading superhero brand with 15,000 retail products sold daily. At the local box-office, Marvel made history as ‘Avengers: Endgame’ became the highest-grossing film ever with USD25,739,792, and seven Marvel titles landing in the top 10 films of all time. Filipinos have always drawn on the fantastic and the amazing to cope with their own, real-life struggles, finding inspiration to trump challenges through stories of super heroism. With their creative storytelling, Marvel has been an inspiration to stir the hearts of their passionate Filipino fandom.

Embarking on the Marvel 80 Years at SM journey
The Marvel 80 Years at SM campaign brought Marvel to life through nationwide pocket events, uniting Filipino fans together with SM, one of the country’s largest retail chains. Marvel launched the campaign at SM North EDSA (August 27) and SM Seaside City Cebu (September 1). Marvel Comics Editor-in-Chief C.B. Cebulski and Marvel Games Senior Producer Danny Koo uploaded a video shoutout on Marvel’s Facebook page, generating 195,000 views and reaching over 950,000 accounts, giving fans a preview of Marvel 80th events.

Marvel assembles the nation
Lifestyle, culture, and technology media and influencers, as well as cosplaying communities were tapped. Combining the influences of these stakeholders helped bring the relevance of Marvel’s story to Filipinos. At SM North EDSA, Marvel united its local fan base by inviting cosplayers and media. Three headlining influencers—with 1 million followers, combined—were also invited to stir conversations on Marvel’s influence on comics, gaming, and merchandise, on their respective channels. YouTuber and storyteller Jako de Leon, took fans on a virtual tour of some of Marvel’s first cover issues, showing its trailblazing beginnings in the comic book industry. Celebrity cosplayer and gamer Ashley Gosiengfiao introduced fans to the gamified Marvel superhero experience via the MARVEL Games booths, while toy collector and hobbyist Carlo Ople’s videos offered a Marvel 80th merchandise in-depth review. Overall, the videos gained over 120,000 views and penetrated an organic reach of 240,000 loyal Filipino fans on Facebook and YouTube.

Wave comes home to Cebu
To welcome Marvel’s latest Filipina superhero, Wave was given a grand homecoming in Cebu, her hometown. Media and fans were given a special preview of Wave in MARVEL Games at SM Seaside City Cebu, plus an exclusive session with Leinil Yu, Wave’s co-creator. MARVEL Games also created a special artwork of Wave for Filipino fans, fanning the flames of pride as it landed on the front-page of prominent broadsheet, The Philippine Star. Published on August 31, 2019, exactly on Marvel’s 80th anniversary.

The success of Marvel 80 Years at SM
The campaign generated USD476,484.52 in media values, including prominent pick-ups in national and Cebu-based regional news sites. Additionally, hundreds of fans and media attended the SM North EDSA and SM Seaside City Cebu events, and SM-exclusive Marvel merchandise sales in SM North EDSA alone, reached USD84,195.09. With a total estimated reach of 629 million, including 1.5 million from videos posted, the campaign has been the biggest celebration of Marvel 80 Years in the entire Southeast Asia. Indeed, the Marvel 80 Years at SM ignited the superhero in every Filipino fan, uniting the community in a one-of-a-kind event that celebrated their love for Marvel and its eight-decade legacy of epic storytelling.

Links:

https://web.facebook.com/MarvelPhilippines/videos/471171323679637
https://web.facebook.com/watch/?v=3527640680639564
https://www.youtube.com/watch?v=i_fzFGJ5Fjo&t=4s
https://web.facebook.com/AshGosiengfiao/videos/555653418512953
https://www.youtube.com/watch?v=9sdg1FXeVYs
https://www.youtube.com/watch?v=WhOKr7q7X3Y