User-generated content (UGC) has become a cornerstone of effective marketing campaigns, particularly when paired with influencer collaborations. This approach leverages authentic, relatable content created by real people, fostering trust and credibility that traditional advertising often struggles to achieve.
When influencers encourage their followers to participate, they amplify the campaign’s reach, turning audiences into active contributors and advocates. UGC not only boosts engagement but also provides valuable insights into consumer preferences, helping brands stay relevant and connected in an ever-evolving market.
Such an objective in mind was what GLICO Philippines had in mind when it sought to bring the popular ‘Pocky Day’ from Japan into the Philippines with the ‘Pocky Cha11enge’ campaign, which commemorates the popular coated biscuit sticks.
The brand collaborated with Dentsu Creative Philippines and Dentsu X Philippines to execute this campaign through user-generated content (UGC) on TikTok. GLICO introduced the special day in coincidence with the popular 11.11 sales day in the country–a common occurrence amongst popular e-commerce platforms.
Why influencer marketing mattered in this campaign
Vianz Badoy, marketing manager at GLICO Philippines, remarked that their use of influencers in this campaign highlighted the brand’s devotion to happiness, much like how these online personalities also dedicate their time to entertaining their followers and new-time fans entertained regularly.
“Recognising the authentic connections influencers have with their audiences, we strategically partnered with content creators whose values aligned with our mission. This approach allowed us to naturally integrate the campaign into their content, making the messaging more engaging and relatable,” he said.
The ‘Pocky Cha11enge’ aimed to unite friends in real life, by having them be together in one room. All they had to do was get some Pocky, activate a custom TikTok filter, fit all their friends within their mobile devices’ screens, and they could even dance, act, and do crazy poses they typically do as Gen Zs, all in 11 seconds.
When asked why it was important for them to create a new version of the campaign, Mr. Badoy highlighted that creating a new trend or movement of their own allowed the brand to claim authenticity and carve out a unique identity on the platform, in this case on TikTok where most of the UGCs from the campaign come from.
“While it’s tempting to leverage existing trends, their shelf life is often short and their trajectory unpredictable. By contrast, developing an original movement requires deeper effort, but it enables a more meaningful and sustainable connection with our audience,”
Collaboration made possible by a seamless media, creative partnership
It is worth noting that the success with the ‘Pocky Cha11enge’ campaign–done alongside Dentsu Creative Philippines and dentsu X Philippines–was driven by agency’s commitment to a “One Dentsu” mindset—a collaborative approach that integrates media and creative teams under the Dentsu group.
For the agency, this synergy allowed them to work more closely and effectively with the client, ensuring the campaign message was delivered to the right audience, at the right place, and at the right time.
Digital media, particularly TikTok, was chosen as the primary platform for Pocky’s ‘Cha11enge’ campaign, leveraging its strong reach and engagement with Gen Z. Recognising that many Gen Z individuals spend time on TikTok rather than in real-life social interactions, the campaign aimed to bring friends together in person.
Dentsu Creative Philippines also ensured that all best practices were applied, leveraging platform insights to maximise impact and engagement. For the agency, by uniting expertise from different domains, they have seamlessly aligned the campaign’s creative vision with strategic media placements.
Moreover, the challenge encouraged users to fit all their friends within their mobile screens while enjoying Pocky snacks. TikTok served as the hero platform, supported by Facebook to amplify awareness. By aligning with Gen Z’s behaviours and packaging the campaign as a fun, interactive challenge, Pocky effectively engaged its target audience.
Making sure the campaign stands out organically
Dentsu Creative Philippines delivered innovative, insight-driven executions that effectively brought the campaign’s messaging from Pocky to life. This included the development of branded filters and campaign elements designed to resonate deeply with the target audience.
Additionally, Dentsu connected Glico Philippines with carefully selected macro influencers whose values and audiences closely aligned with the brand, amplifying both reach and relevance.
On the media front, Dentsu X ensured that platform and format selections, as well as targeting strategies, were precisely aligned with the campaign’s objectives. Working closely with TikTok, the team optimised formats and executions for maximum impact.
Furthermore, a network of micro and nano influencers was engaged to provide authentic voices and connections, fueling the campaign’s organic momentum.
“This seamless partnership between media and creative teams exemplifies the strength of our integrated approach, delivering results that align with Glico’s vision and objectives,” Estrella said.
She further added, “The result was a campaign that not only resonated with audiences but also set a benchmark for collaboration, creativity, and impact within the Dentsu ecosystem.”
Embracing calculated risks
In terms of going with this localised strategy, Badoy said that brands shouldn’t be afraid to think outside the box and take calculated risks.
“Embracing a more playful, creative approach and engaging with influencers may mean relinquishing some control over brand outputs, but it opens the door to greater authenticity,” he said.
Badoy also highlighted how many consumers nowadays value real connections and relatability. This means that perfectly polished and glossy campaigns no longer resonate the way they once did. Moreover, he notes that consumers are more drawn to brands that feel genuine, approachable, and in touch with their values and experiences.
“By allowing influencers to interpret and express your brand in their own authentic voice, you create opportunities to forge deeper emotional connections with audiences. This humanised approach can make your brand more memorable and trusted, capturing both the hearts and minds of consumers in a meaningful way,” he concluded.
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GLICO, Dentsu Creative Philippines and Dentsu X Philippines demonstrated a masterful understanding of this with their Pocky campaign, seamlessly integrating UGC into their strategy. By leveraging TikTok’s creative potential and collaborating with influencers who aligned with the brand’s values, they inspired genuine participation from their target audience.
This approach not only amplified the campaign’s reach but also reinforced Pocky’s position as a fun, shareable snack that brings people together—both online and in real life.
