Puregold’s first-ever TikTok series in the Philippines, “52 Weeks,” recently won the gold prize in the Best Social Media Campaign category of Hashtag Asia Awards, a competition that aims to recognize the outstanding work that companies and project teams have displayed in the field of online advertising.
“52 Weeks” edged out the Raya Ni Saya Rindu campaign of BigPay, which won the silver prize, and the CP Malaysia TikTok Contents Creation & CP Chicken Roll Challenge of PRK Agro Industrial Products, which won the bronze prize.
The winners were decided by an esteemed panel of judges that included experts from around the world. All entries were judged on the following criteria: challenge, strategy, execution, and 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 efforts—combining retail and entertainment to create delightful content for brand building and product awareness.
“52 Weeks” was the company’s first episodic foray into TikTok, followed by several other series released on YouTube via the Puregold Channel.
The series was directed by Lemuel Lorca and produced by award-winning filmmaker Chris Cahilig. The campaign was overseen by Republic Creative Creations, led by Sonny Bautista.
The digital series starring Jin Macapagal and Queenay Mercado was released last July 27, 2022, and ran for 36 episodes. It told the story of Mina (Mercado), a hopeless romantic who had No Boyfriend Since Birth. Wanting Mina to finally have a love to call her own, her best friends Chem (Derick Lauchengco) and Eya (Herbie Cruz) gave themselves 52 weeks to find the perfect boyfriend for her. The series garnered over 34.1 million views across its run on TikTok.
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