COBRA
PELIKULABOR DAY

SOCIAL CAMPAIGN

Cobra is the Philippine's number one energy drink, heavily catering to blue-collar market. For Labor Day, the brand wanted to pay tribute to the working class without losing the interest of the youth. Hollywood-inspired movie posters were created featuring the nation's heartthrob, Coco Martin, where he played the roles of different professions for each piece.
 

With the Filipino people's obsession with puns and of course, Coco Martin, the social campaign became a viral hit during the long Labor Day weekend.

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POST COPY TRANSLATION:

"This Labor Day, you hardworking people are really the heroes! That's why we're presenting to you the #CobraPelikuLaborDay Tribute, featuring Coco Martin! Which of the 7 is your favorite?"

CAMPAIGN RESULTS

2.7 MILLION
PEOPLE REACHED
FOR FREE

THROUGH EARNED
ORGANIC REACH

+38,000
SHARES

UP 76,410%
VS. PAGE AVERAGE

+1.6 MILLION
ENGAGED
PAGE USERS

UP FROM 11,802
BEFORE THE CAMPAIGN

+14.3 MILLION
POST
IMPRESSIONS

+2.2 MILLION
POST
ENGAGEMENTS

CREDITS

EDI LOYOLA

SENIOR ART DIRECTOR

JEANO CRUZ

SENIOR COPYWRITER

HERBERT HERNANDEZ

CREATIVE DIRECTOR - ART

BADONG ABESMAIS

CREATIVE DIRECTOR - COPY