Keeping true to its intimate bond with its audience, Eat Bulaga launched a week-long campaign with Havas Media Ortega to honor Filipino moms last Mother’s day.
The initiative kicked off on Facebook last 2 May and ran until 10 May, marking the first time a digital campaign was incorporated into the program. Eat Bulaga’s fans flooded Facebook, Twitter and Instagram with photos and greetings for their moms with the hashtag #EBMomsDay during the campaign’s launch.
From 5 May, Eat Bulaga created a special edition of “Pinoy Henyo” (Filipino Genius) called “Inay Henyo” (Genius Mom) to let moms play the show’s iconic game with their child.
The two-minute game is an Eat Bulaga staple where pairs are tasked to guess the word placed on their partner’s forehead. Along with the segment, Eat Bulaga asked fans to add #InayHenyo to their Mother’s Day greetings.
A teaser video was then posted on Facebook on 8 May to drum interest about the campaign’s conclusion on May 10 where Eat Bulaga dedicated its Saturday program for mothers as an advanced Mother’s Day celebration. During the show, Mother’s Day messages that HVMO collated from social media were featured through screen pop-ups.
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“A concept should know the soul of the client, its language, its culture, and its core business. When HVMO presented the concept for Mother’s Day, I knew right away that they know us – they know Eat Bulaga by heart,” Jenny Ferre, Eat Bulaga Senior Vice President for Production, said.
For the longest time, Eat Bulaga’s average Saturday rating is at 8% in Mega Manila but the show’s Mother’s Day campaign brought it up to 9.0%, beating its competitor, ABS-CBN’s “It’s Showtime”, with 7.7% according to Nielsen Philippines.
The campaign also made notable success in digital, creating 68.2 million impressions from 2,974 mentions in Twitter. It also reached 1,865,864 million Facebook users and garnered 2,366 Instagram entries.