Marketing Featured Southeast Asia

Globe’s Valentine’s Day campaign a cuddly tribute to pets

Manila, Philippines – When you think of Valentine’s Day, most people think of sweet couples and their dates. But Philippine telco Globe had a different idea: for their newest campaign, they put the spotlight on pet friends, furry or otherwise, with special treats that they can enjoy with their humans. 

The campaign, called ‘#MayFurEverWithGlobe’, invites customers to create tribute posts for their pets on social media and help spread feel-good messages about pet love. In addition, the social media campaign gives customers a chance to win 2,000 Globe or TM Rewards points that may be converted into Lazada or Shopee credits to purchase pet supplies. Prizes also include a love offering to the animal welfare organisation Philippine Animal Welfare Society (PAWS) on behalf of their pets to help look after stray dogs and cats.

Yoly Crisanto, chief sustainability officer and SVP for corporate communications at Globe, said, “Our pets are a source of simple joys, and they have shown us pure love amid the stressful times of the pandemic. Through this campaign, we hope to remind people that they are not alone in their fight against stress and anxiety. They have sources of love around them, such as the unconditional love that pets provide.”

The campaign has been supported by local artists and celebrities such as Kiray Celis and Arianne Bautista, celebrity athlete and volleyball icon Aby Maraño, Myx VJ Ai Dela Cruz, YouTuber, and singer Claudine Co, among others.

Said campaign is part of the telco’s ‘#AtinAngSimpleJoys’ campaign, which promotes purposeful everyday hobbies that have been found to help alleviate stress and anxiety, common symptoms of mental health distress. ‘#AtinAngSimpleJoys’ also gave rise to last year’s viral challenge #PlantHappinessPH, which focused on the positive mental health effects of taking care of plants.

“As a company that genuinely cares for the well-being of its customers, Globe continues to introduce programs that encourage people to find simple joys in life. It believes that positive and meaningful relationships with people, plants, and animals can play a crucial role in maintaining a healthy mental state,” the company said in a press statement.

Platforms Featured Southeast Asia

Filipinos’ love for pets account to 53% of SEA’s online searches for pets

Manila, Philippines – With pets being a new way for people to cope up during long lockdowns, the love for furry friends by Filipinos accounts for 53% of the total online searches related to pets in the Southeast Asian region, accounting to 7m Google searches and the highest in the region, new data from e-commerce aggregator iPrice shows.

In 2021, Google searches for pets will total roughly 12.9 million, up 88 percent from the same period in 2019.

Filipinos’ searches for pets from January to September 2021 have increased by 118% compared to the same time period in 2019. This makes it the highest increase in the region, along with Malaysians.

On other markets, Vietnam has the lowest increase (34%) despite their abundant Google searches for pets, rising only by over a third of 2019 numbers this year. Meanwhile, Singapore’s interest for pets was highest in 2020, and slightly decreased by 7% in 2021.

Data regarding demand for pet supplies showed that the Google impressions on their category for pet supplies have increased by 158% across all their six platforms in Southeast Asia. The period of January to October 2021 was compared with the same period of the previous year. 

Impressions based from iPrice Philippines’ pet supplies database have more than doubled, from over 400k the previous year to over a million this year. The rise in pet adoptions and purchases is evidently good for pet stores.

Meanwhile, iPrice’s platform in Thailand leads with the highest increase of impressions on pet supplies, around 4.5x more than the previous year; followed by their Malaysia platform, increasing by nearly 3.5x more. Meanwhile, iPrice’s Vietnam platform comes in third, with a 220% increase in impressions on pet supplies. It more than tripled from last year’s numbers.

And in regards to whether cats or dogs are the most-beloved pets, data showed that Southeast Asians’ interest in dogs is over 5x more than their interest in cats. The same comparison is consistently seen in the Philippines; Filipinos searches for dogs, whether for sale or adoption, are 460% more than their searches for cats.