Tag: SWAY

Manila, Philippines – Many Filipinos now find themselves gravitated towards their respective online communities than engaging with traditional and real-life communities–highlighting how social media algorithms hold immense power in shaping communities. This is according to the latest Filipino-centric whitepaper from SWAY by HAVAS Red, the newly-launched influencer marketing arm of the agency.

According to the paper, the democratising power of social media has enabled ordinary individuals to become key opinion leaders when immersed in the right niche groups. These authentic engagements inspire people to adopt alternative perspectives, fostering a culture of openness and acceptance.

The whitepaper was launched during HAVAS Red Philippines’ ‘Red Sky Dialogues’ session, a roundtable designed to nurture deep relationships with media professionals by sharing the latest market insights.

Present during the session were Phil Tiongson, head of marketing experience and director for data science at HAVAS Ortega; Dayniel Garcia, head of SWAY by HAVAS Red Philippines; Jos Ortega, CEO at Havas Ortega and general manager of HAVAS Red Philippines; and Gian dela Cruz, director of marketing experience strategy and intelligence at HAVAS Ortega.

Garcia emphasised the importance of understanding these niche communities, stating “Filipinos’ values of pakikiisa (solidarity) and pakikisama (companionship), when complemented with digital technology, have created a welcoming environment for new subcultures. Brands that genuinely recognize and engage with these groups can forge stronger connections with their audiences.”

Meanwhile, de la Cruz noted how social media algorithms hold immense power in shaping communities. “Digitalisation has resulted in Filipinos valuing their relationships in online spaces rather than real-life communities, like religious and political affiliations. In fact, 65% of Filipino Prosumers say that they identify better with their chosen communities than their traditional, IRL exposure.”

Lastly, Ortega commented, “Brands have always been operating in a dynamic landscape. These modern times call for them to see how their corporate values resonate with the various communities they would like to build a meaningful connection with. It is imperative that brands walk the talk, as 89% of Filipino Prosumers believe that when corporations take a stand, it must be complemented with concrete actions.”

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.” 

APAC – Red Havas, a group of merged media agencies, has announced the global launch of ‘SWAY’, an end-to-end influencer marketing service designed to drive authentic, engaging and effective brand conversations through influencers. 

‘SWAY’ by Red Havas works with PR, social and experiential marketing teams to develop creative social-first marketing campaigns with influencers. The development of ‘SWAY’ is in-line with the emerging recognition of influencer marketing on a global scale, with branches in Australia, Asia, Europe, North America, and the Middle East.

Moreover, SWAY specialists will also aim to drive the capabilities of influencer marketing at an industry level through annual market-leading trends and insights, creative workshops led by the in-house specialists, and panels with partner talent agents.

James Wright, global CEO of the Red Havas Group and global chairman of the Havas PR Global Collective says that brands are beginning to include influencer marketing in their communication strategies.

“Some even put influencer marketing front and centre, recognizing them as a full-funnel marketing channel. It’s no longer about just a paid transaction. Brands are building long-term relationships with influencers who are advocating their messages and experience. Across the Red Havas Group we have been working in this area for a number of years now and presently are working with more than 100 brands and organisations on their influencer activity, so it’s a natural next step to formalise and focus on this as a global practice,” he added.