Havas Red PH launches SWAY, to focus on subculture-centric influencer marketing

Manila, Philippines – Havas Red Philippines, the PR arm of Havas Ortega Group, has unveiled SWAY, an influencer marketing arm focusing on influencers and their subcultures. 

SWAY by Havas Red delves deeply into the intricacies of subcultures, acknowledging their pivotal role in modern marketing strategies. 

In contrast to conventional approaches centred around metrics such as followers, reach, impressions, likes, and engagement, SWAY prioritises genuine connections within smaller, more defined niche communities that represent subcultures. It recognises the power of genuine voices, especially on social media platforms. 

By understanding the language of diverse subcultures, SWAY by HAVAS Red provides brands with a more genuine and meaningful way to engage with their audiences. It prioritises targeted, but more relevant, communication that brings real engagement and builds brand loyalty within specific communities. 

At the heart of SWAY’s approach is Havas Ortega’s planning philosophy called Mx (meaningful experience), which is built on the confluence of the three C’s—connection, context, and content—to facilitate the delivery of the right message, in the right format, to the right audience at the opportune moment when they are receptive to messages and open to persuasion. 

Essentially, SWAY redefines influencer marketing by advocating for a subculture-centric approach. In a landscape where superficial metrics prevail, SWAY by Havas Red emphasises the importance of tangible, meaningful connections as the foundation for enduring influence.

Speaking on the launch, Jos Ortega, CEO of Havas Ortega and general manager of HAVAS Red Philippines, said, “Subculture-focused influencer marketing represents a significant shift in marketing. Previously reliant on traditional paid celebrity endorsements, we now harness the power of focused collectives.” 

He added, “Influencers have become trusted leaders and catalysts for change. By curating collaborative campaigns that align with their core values and those of the subcultures they influence, we foster deeper engagement and brand loyalty, all while respecting the unique interests of these passionate communities.” 

Dayniel Garcia, head of SWAY by HAVAS Red Philippines, also shared, “We are redefining influencer marketing in the Philippines. The emergence of subcultures signalled the need to analyse and further explore the cultural context. Fortunately, we have proprietary strategic and measurement tools that inspire fresh approaches that deliver results.”