Philippines – Sleep brand Emma Philippines has appointed digital agency Greenpark as its social influencer strategy and engagement partner. The move marks a significant step in the mattress brand’s local marketing approach.
Nabbing Emma’s social influencer strategy remit, Greenpark reinforces its commitment to revolutionising creator marketing in Southeast Asia. Greenpark aims to advance Emma’s mission of becoming the ‘most trusted sleep partner in the Philippines’ through a unique social-search driven engagement model.
Greenpark’s approach centres on delivering relevant content to Emma’s audiences, considering value and timing to avoid becoming intrusive.
Through a campaign, Emma is repositioning itself as a functional sleep product, reaching audiences through content creators. It leverages search behaviour across Instagram, YouTube, and TikTok to ensure relevance in creator selection and storytelling.
Aligning content with informational intent, Emma’s campaign aims to integrate Emma into cultural conversations as part of the larger self-care movement.
Through the partnership, Emma Philippines and Greenpark are poised to redefine how wellness brands engage with their target audiences in the Philippines.
“At Greenpark, we believe that the best social strategies are built on more than just trends and historical performance data. What many brands are still overlooking is the power of Social Search insights—and that’s where we’re changing the game,” Que Ramli, head of social at Greenpark APAC, said.
“Working with Greenpark is a breeze. The team is highly collaborative and given their market knowledge and tools used, they are able to provide a very insightful proposal with concrete next steps,” Calvin Theodore Ang, country lead of Emma Philippines, commented.
“It’s our first time working with Greenpark and I was particularly impressed by their data- driven approach and attention to detail in the recent creator strategy pitch,” Nicolle Bueno, team lead, influencer & affiliate marketing of Emma APAC, said.
