If someone failed to see how the ‘All Purpose Fonts’ by GIGIL and Canva Philippines disrupted social media (in a very flexible way), then this person can be assumed—to be in a social media detox.
The goal was simple for GIGIL: to underscore the value of Canva Pro. In ways, small-to-medium businesses (SMBs) can use Canva as a tool to reach new audiences. Yet as it unfolded, the trendjack instantly became a hit, for marketers—however big or small they are.
In this exclusive feature, MARKETECH APAC talked to Greggy Gregorio, GIGIL’s associate creative director, Raphe Ramirez, senior copywriter, and Riz Guico, art director, on how to transform one idea into an all-purpose brand toolkit.
How the ‘All Purpose Fonts’ blended creativity and culture
To begin with, GIGIL shared that the initial idea was to feature yet another social media sensation, Niña, who went viral for her “Sumakses ka eh!” (You became successful!) line, one that could easily prove that with the use of Canva Pro, anyone can be successful.
However, in an industry that is always vying for visibility, SMBs definitely would need a tool that could transform their materials into a standout.
“The client was interested in the direction, and they ultimately suggested Kween Yasmin, the internet’s ‘All-Purpose Kween,’ known for her memes, singing, spoken word poetry, and her mango grahan business—she can do it all!” GIGIL shared.
From here, it was agreed upon that Kween Yasmin is the perfect personification for this concept. Yet, the agency declined to just make her a regular endorser, thus maximising her ‘All Purpose Kween’ title.
“In collaboration with Canva and Kween Yasmin herself, we turned her lovable persona into a complete brand kit—photos, font, emojis—to show our audience exactly how Pro can set their business up for success,” said GIGIL.
Completing the puzzle piece, Kween Yasmin herself, is also a small business owner.
“Kween Yasmin was the perfect choice, not only because she’s an SMB herself with her business ‘Kween of Mango Graham Special,’ but also because being dubbed the “All-Purpose Kween” aligns perfectly with Canva Pro, which is an all-purpose platform.”
Blending functionality and fun
Beyond its humorous approach, GIGIL knew a common denominator amongst SMBs nowadays: that they heavily rely on social media and operate with limited budgets. Hence, are still needing visibility.
“Giving them access to these creative, attention-grabbing assets with Kween Yasmin could do just that. These assets had to be something Pinoys could enjoy and participate in, while also clearly showing what Canva Pro can offer,” emphasised GIGIL.
They added, “By staying true to both the brand and Kween Yasmin’s personality, the campaign hit a sweet spot that resonated with Filipinos.”
Following the traction the concept reached, GIGIL was able to identify an important realisation—that a lot of netizens, companies, celebrities, and brands are already Canva Pro users.
“We realized this because of how quickly they were able to join the trend – which you can only do, if you’re a Canva Pro user. Beyond it, we also got feedback as to how many other brands and agencies rushed to subscribe to Canva Pro, just to be part of the Canva and Kween Yasmin social media phenomenon,” explained GIGIL.
When asked if this accomplished their goal for the campaign, GIGIL remarked, “Our goal for the campaign was to create something that people would happily share and talk about, because ultimately, that’s what would help business owners be seen—and it would be all through Canva Pro.”
By merging a cultural figure like Kween Yasmin with tools that empower everyday entrepreneurs, this initiative underscored a larger truth: visibility doesn’t always require large budgets—sometimes, it simply requires ideas that people want to share.
