Advisory - M2.0 Communications Inc.

Amazon Web Services: Leading a Nation’s Migration to Cloud

Renzo Guevara — Wed, 23 Nov 2022 02:26:08 +0000

Advisory

Challenge

The Philippine economy dropped significantly when most operations had to cater to stay-at-home processes. For businesses to stay alive, they needed to accept a full transition to cloud technology.
Amazon Web Services (AWS) saw an opportunity to help businesses transition into integrating the cloud in their processes. 
The Philippines ranked 11th in the Cloud Readiness Index, behind its fellow Asian Pacific neighbors. The country was very naive to the digital space, lacking the proper standards for ICT and data exchange, no policies for online security and to make things worse, Filipino businesses, especially SMEs had little to no knowledge that such things were even needed

Approach

The importance of going digital is something M2.0 Communications is well aware of. The Philippines was in need of a platform to help accelerate this transition. AWS’s technology was trying to stand out in a very competitive cloud business. The story to tell was clear: present AWS as the best choice for enterprises and organizations, ensuring a strong brand reputation.
There’s a reason the Philippines was behind in adopting a digital lifestyle, the people barely knew anything about it. M2.0 chose two established journalists to provide the public with their in-depth knowledge of cloud technology, cybersecurity, and machine learning. 
To add more to the pot, the PR agency featured success stories of companies that have been using AWS technology in their operations. UnionBank was awarded “Best Digital Bank” for three straight years. Stratpoint was able to recover from significant losses due to the demand of cloud servers during the pandemic. PearlPay, a fintech startup, turned rural banks into digital-ready institutions using AWS.

Results

Today, AWS continues to partner with your everyday brands, such as Jollibee, Globe, and PLDT. Stanley Chan, AWS Head of Technology Partners, says that the company continues to gain signups from different clients. The company’s cloud services have helped businesses grow by up to 200 percent.
The local market is going digital moving forward. M2.0 Communications continues to push AWS as the leading platform not just in cloud computing, but in this little thing we call the tech world as well. The sky is the limit. It is called cloud after all, right? 

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NBA: Bringing a Sports Giant to the Filipino People

Renzo Guevara — Wed, 23 Nov 2022 02:08:02 +0000

Advisory

Challenge

Switchin’ Courts.
Everybody knows what the NBA is—a globally recognizable brand that’s home to some of the biggest superstar athletes in the world. Also, basketball. You know it, you’ve seen it, and you’ve probably played it at some point.
In the Philippines, basketball is the most popular sport among the locals. It would be difficult to look for an area that doesn’t have a court or at least a hoop to shoot into. The challenge for the NBA is to translate its global presence into a local one. They needed tailor made content that was aimed at accommodating the abundance of Filipinos who were just forced into consuming US-based materials.
With over 37 million hours watched in YouTube alone in the year 2020 from Philippine viewers, it’s easy to think that they’re interested in it. So, how do you make the NBA a Filipino league without losing its prestige as a global brand? A partnership with M2.0 Communications was made to shoot that shot.

Approach

Ball is Life.
Part of the plan was to build relationships with key sports journalists, who also served as KOLs for the league. The goal was to get more original, Filipino-authored content as opposed to press releases (which M2.0 Communications also did). Again, the thinking behind this is to enrich its local presence. 
Initiatives to involve the locals more were launched, such as the Jr. NBA Virtual Camp. It was headlined by ambassadors Jordan Clarkson and Jalen Green. The announcement garnered the most coverage of all storylines for the year, securing 22 pickups across top-tier publications—including Rappler, CNN, and ABS-CBN. The Pick ’Em Playoffs Bracket Challenge 2021 also allowed local fans to express their passion for the game through social media. M2.0 Communications was able to lead engagements with influencers and thought leaders in the space.
A campaign was made for Jalen Green as well, in celebration of a Filipino-American competing with the best players in the world. This is a critical step in building up Filipino pride, which is also a high-interest point for local journalists.
As a promotion for the NBA’s Women Academy, M2.0 Communications organized an interview with Jennifer Azzi, a former WNBA player. The entire segment was aired on CNN. The Philippines’ own Camille Nolasco was also selected to represent the Philippines in the Women’s Academy. 

Results

Let’s Keep The Ball Rollin’.
Over the course of the partnership with M2.0 Communications, 13 press releases (with more on the way) were already launched alongside various initiatives meant to engage the Filipino audience through social media. A total of P3,618,639 media value of proactive pickups has been accumulated so far. 
The team was not only successful in bringing a global juggernaut of a brand into the local scene, it still has so much more in store for the future of the sports brand moving forward.

123

Total Proactive Pickups

Php 3.6 million

Total Media Value

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Media Strategy for Shopee’s Inclusive Shopping Experience

Renzo Guevara — Wed, 23 Nov 2022 01:35:33 +0000

Advisory

Empowering SMEs and Creating Communities

Challenge

Redefining the Shopping Experience
According to the e-Conomy SEA 2020 report by Google, e-commerce has driven the growth of the Philippine digital economy by 55 percent. With cities going under lockdown and non-essential stores closed, people do more online shopping. 
But as more buyers migrated from brick-and-mortar to the Internet, an increasing number of local sellers and SMEs had to turn to online platforms to grow their business. E-commerce’s huge impact on consumers in these times led to a change in the infrastructure of platforms, with the goal of creating a more inclusive shopping experience for sellers too. Shopee, a leader in the country’s e-commerce space, was now faced with the challenge of accommodating the growing needs of local businesses and SMEs.

Approach

Moving Towards an Inclusive Digital Infrastructure
E-commerce growth in the Philippines has made day-to-day purchases smoother for consumers, but it also created new opportunities for aspiring entrepreneurs, local brands, and small and medium enterprises (SMEs). M2.0 Communications, Shopee’s PR partner, understood there was a call for Shopee to provide a space for businesses to help grow their market. Through M2.0’s media strategy—highlighting the Shopee University program—the brand was able to extend several support measures to help its sellers pivot their business models.
Shopee revised its University program to include modules on digitizing operations and maximizing e-commerce as a selling platform. These masterclasses gave SMEs a better understanding of the digital economy and the latest trends. It also allowed local brands to access new tools they could utilize to leverage their business, such as live streaming.
Based on M2.0’s recommendation, Shopee also created a Bloggers Program and Affiliate Program as a way to further empower SMEs and bloggers who were heavily impacted by the new normal circumstances. The Bloggers Program reached out to bloggers from across all industries and connected them with existing sellers to create stories around their products and recount their personal experiences. Meanwhile, the Affiliate Program focused on advertorials with direct links attached to the content.
Shopee emphasized the role of influencers as the voice of the brand: not only are they a means for audiences to discover products, but they’re also an effective way for businesses to widen their audience reach. For instance, Shopee reached out to mommy bloggers for their baby products—a clear example of how it makes efforts to make the brand and product feel more accessible and reliable to people. These initiatives, too, helped create shared experiences for both the consumer category and SMEs looking to improve their current business models.

Results

Not Just Another E-Commerce Platform
Shopee’s PR efforts and initiatives were a success. The Bloggers Program delivered 300 releases in a month, with content for several industries such as food, beauty, gaming, and even comic enthusiasts. Meanwhile, the team went above the 90 monthly target mark of press releases and delivered output in the range of 98 to 277 per month. The combination of published articles, blog posts, as well as online and traditional media seeding helped build strong credibility for the platform amidst these changing times.
The team’s PR campaign not only played a role in cementing Shopee as a top name in the e-commerce space, but it also showed everyone that the company empowered fellow Filipinos and local businesses too. M2.0 worked to ensure the platform delivered on its promise of improving the online shopping experience. 

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The post Media Strategy for Shopee’s Inclusive Shopping Experience first appeared on M2.0 Communications Inc..

Pfizer PD Alliance in Motion: A Race Against Pneumonia

Renzo Guevara — Wed, 23 Nov 2022 01:13:43 +0000

Challenge

According to the World Health Organization, pneumococcal diseases (PD), which include pneumonia, kill almost one million children under the age of five every year. This number is greater than the deaths from other infectious diseases like HIV, malaria, and tuberculosis. 
To combat this child killer, pharmaceutical giant Pfizer released Prevnar 13, a vaccine that covers 13 of the most common strains of PD, a major leap from the old formulation, PCV7, which only covers seven strains. This breakthrough vaccine won Pfizer the 2011 Prix Galien for Best Pharmaceutical Agent. This is no small feat; the Galien is the pharma industry’s Nobel Prize.
According to Dr. Jaime Santos, a board member of the Pediatric Infectious Diseases Society the Philippines, vaccination is the best way to fight pneumonia because of the cost of treatment. Dr. Santos explained, “Many of these strains have become highly resistant to antibiotics. Thus, PD victims often have to endure aggressive and lengthy medical treatment, not to mention expensive medical bills.” 
The disease is a major health threat in the Philippines, with 90% of PD victims under five years old. Pneumonia is the leading cause of death among Filipino children under five, and the country ranks 10th in the world with the highest number of childhood pneumonia cases. PD often hits remote locations in the country the hardest. Because of their distance from major urban centers, these areas often lack medicine and healthcare facilities. Pfizer found the deaths of children intolerable and was determined to do something about it.

Approach

Pfizer’s goal was to ensure that children in areas without medical facilities are protected from PD. The new formulation could drastically reduce child mortality due to its extended protection. This effort would hopefully achieve herd immunity in communities.

To achieve this vision, Pfizer needed to convince Filipinos to immunize their children with its upgraded vaccines. Parents were reluctant to subject their children to vaccination because of their unfamiliarity with the new formulation and its effects. To gain their confidence, the pharmaceutical company needed the government, particularly the LGUs and its local health workers, on its side.

The LGU health workers played a crucial role in the community. They knew each family and they knew the best way to communicate the importance and safety of the vaccine. These health workers have prescribed treatments for their various illnesses for years, if not decades. Because of their work, the community placed high trust in them and would follow their lead. 

The Philippines is composed of 7,107 islands, and Pfizer needed to cover much ground. Pfizer’s partner PR agency, M2.0 Communications, reasoned that the trucks and vehicles often used for medical missions were too wide and large to fit in rural Philippines’ narrow dirt roads. To cover more places in the shortest possible time, Pfizer needed swift and agile transportation—like motorcycles.
To build widespread support for pneumonia vaccination, M2.0 Communications created a broad alliance composed of doctors, vaccine experts, riders, and public servants. With their help, the group could deliver the vaccines, convince the community to accept the initiative, and administer them. The organization was dubbed the PD Alliance in Motion. 

The Alliance recruited Club PK to deliver the vaccines and bear the banner of the campaign. The motorcycle group that recently set the record for covering the 12-province, 1,200-kilometer loop of Northern Luzon in just 17 hours. Club PK President Jotle Viray eagerly pledged his organization’s help. In his words, “I know fully well about the horrors of pneumococcal disease, as my young son became afflicted with pneumonia at an early age. Thankfully, he survived, but I know that many other children have not been as fortunate.” 

The local government and its health workers were there to pave the way for the Alliance. Their position enabled them to mobilize the community for the campaign. As an added bonus, mayors and legislators have the capability to convince their peers to implement PD vaccination in their towns or lobby for it in Congress and the Senate. 

The Alliance planned a route to maximize the number of children it saves by visiting PD hotspots all around the country. To ensure major Filipino regions were represented, the team targeted locations in the south, such as Dalaguete, Cebu, the municipality with the most cases in the province. The campaign timed the deliveries to lead up to World Pneumonia Day, November 12, to ensure maximum awareness of PD immunization when the date came. 

M2.0 Communications pitched stories about the Alliance’s vaccination drive to national and regional media. The stories revolved around the Alliance’s mission against the child-killer pneumonia, the disease’s dangers, and the urgency of vaccinating them with the updated formulation. They highlight the contributions of PD Alliance members, like Pfizer, Club PK, the doctors, and government officials, and the benefits of the campaign for Filipino children.

Results

Because of the ally outreach and the stories of the bikers and the vaccine, the PD Alliance in Motion gathered supporters everywhere. The campaign vaccinated 1,300 children in three months and helped to protect tens of thousands more due to herd immunity. 

More significantly, the glaring truth about PD convinced many Filipino parents of the importance of getting their kids an updated vaccine. Pangasinan Rep. Gina De Venecia, Bulacan Mayor Enrique Roque, Pampanga Mayor Carling Dela Cruz, Sen. Lito Lapid, and Sen. Edgardo Angara Jr. were among the many public servants who led vaccination drives. Their support attracted the attention of other cities and regions that wanted their own immunization campaign, as well as the attention of the Philippine Department of Health.
A few years later, the DOH offered free PD vaccinations to children everywhere in the country. Pfizer commended the PD Alliance in Motion’s campaign. Daniel Brindle, Senior Director of International Public Affairs and Policy for Asia, declared, “Pfizer is looking for ways where we can adapt this model to give back to other places in Asia.” 

1,300

Children Vaccinated in Three Months

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B. Braun: Building a Healthier Brand on Social Media

Renzo Guevara — Mon, 21 Nov 2022 09:57:47 +0000

Advisory

Challenge

Finding the Cure for Social.
B. Braun, one of the leading healthcare companies in the country, wanted to connect with its customer base through digital channels. Facebook, being the top platform in the country, was the perfect avenue for touching base with B. Braun’s consumers.
However, the brand had one problem: people with health concerns didn’t really come to Facebook to look for solutions. It reached out to M2.0 Communications, a PR and social media agency in the Philippines, to figure out how the brand would connect to clients in a natural, unforced way.

Approach

More than Just Medical Machines.

For many, Facebook served as a platform for seeking advice and recommendations from friends. In fact, HubSpot revealed that over half of consumers aged 18 to 44 used Facebook to catch up on lifestyle stories and content. Armed with this knowledge, the M2.0 Communications team recognized the potential of focusing on health and lifestyle content.

The social media agency understood that healthcare solutions didn’t always have to be presented in a serious manner. By adopting a casual and relatable approach, B. Braun could become that trustworthy friend on Facebook whom users turn to for advice. Instead of solely discussing healthcare, the team initiated conversations about fascinating everyday topics.

A Friend in B. Braun.

To kickstart the strategy, M2.0 Communications adjusted their tone to better resonate with the community. They shared specialized content centered around health and wellness, delving into subjects such as healthy eating, exercise, and dieting. The social media team made sure to establish connections between B. Braun’s products and the everyday medical concerns of people, offering practical tips and guidance.

To maximize effectiveness, the team carefully aligned their content calendar with seasonal celebrations, synchronizing it with the Department of Health’s calendar to ensure posts were timely and relevant.

Results

A Healthier Digital Brand.
Thanks to the campaign, the B. Braun Facebook page grew to 10,000 fans–a big leap from 700 when it started. By posting content that resonated with the market, the brand was able to form strong connections with its consumers. This means that a good social media campaign can make a difference in building a company’s online reputation. In fact, B. Braun had more fans on Facebook than any other medical supply company in the Philippine market.
The page enjoyed a nine percent engagement rate—vastly exceeding the five percent industry standard. At the end of the day, M2.0 Communciations and B. Braun were able to build a ‘healthy’ relationship with its customers in the digital space. 

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CDRI Wow! Taiwan: A Welcoming Party into the Local Market

Renzo Guevara — Mon, 21 Nov 2022 09:49:53 +0000

Advisory

Challenge

To discover new markets in the Philippines, Taiwan’s Commerce Development Research Institute (CDRI) decided to hold a press launch and a week-long pop-up store featuring 15 premium brands under the theme of ‘Let’s Home Party’ in cooperation with the Taiwan Tourism Board. The organization needed a partner that could help them realize their visions and navigate the local media in emerging markets like the Philippines.

Approach

M2.0 Communications became CDRI’s counterpart in the Philippines, providing talent sourcing, logistics, event and programme management, media invitations, interview support, article seeding, media strategies, and media monitoring. They looked for local talent to act as brand ambassadors and fill other roles.

The PR firm arranged all aspects of the press launch and pitched interviews to the media. To ensure the speakers were well-prepared, the team created briefing books to help refine their message. Furthermore, CDRI’s articles were localized for the Philippine press and distributed before and after the event.

During the event, CDRI brought a Make-up Show to be the main attraction. But to keep the energy high, the M2.0 team ran with the event’s ‘Home Party’ theme and introduced games that are common in Filipino house parties, such as karaoke singing and party games.

Results

The ‘Home Party’ concept garnered significant attention from both the media and bystanders near the booth. The press event successfully reached its target of surveying 150 mallgoers each day. In terms of media attendance, while 20 were expected at the press launch, 39 media representatives, including major newspapers, attended. 

CDRI aimed for two to three media interviews, but they managed to secure 6 interviews. Additionally, they surpassed their target of 23 media pick-ups, accumulating a total of 46, including social media posts. The PR campaign generated extensive information and exposure for CDRI, greatly facilitating their entry into the Philippine market with more products.

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DTI Slingshot MNL 2015: Establishing a Thought Leadership Platform

Renzo Guevara — Mon, 21 Nov 2022 09:27:35 +0000

Advisory

Challenge

With inclusive growth at the heart of APEC 2015, and the emergence of the Asia-Pacific region as an economic powerhouse, the Department of Trade and Industry (DTI) wanted to organize a conference for Philippine technology startups that would help define their place in achieving a form of economic growth that benefited all.
M2.0 Communications was called on to help answer some difficult questions:
What kind of ideas and technologies would solve the world’s problems? 
Who were the people making this technology? 
How can we help these people bring their vision to fruition, and create an environment that supports and nourishes these companies?

Approach

These goals would be best served by a recurring activity that would help build a thriving local startup ecosystem, and so the first edition of SlingshotMNL would have to hit its mark.
It needed to position SlingshotMNL as a true thought leadership platform that would help forge an inclusive innovation ecosystem in the Asia-Pacific, establish SlingshotMNL as a legitimate matchup venue for investors and startups focusing on innovations that solve pressing social needs, and build a reputation for being in touch with the ideational needs of all stakeholders, while being a venue for building lasting relationships between entrepreneurs, investors, and policymakers.
All bases had to be covered to ensure the success of SlingshotMNL, from conference management, to PR, to digital marketing.
M2.0 Communications flew in nine world-renowned leaders from the realm of international tech startups to speak at the conference’s plenary sessions. The presence of other global and local startup stars who can inspire local entrepreneurs by sharing insights behind their success through panel discussions and workshops was instrumental in this endeavor.
Local and international (FOCAP) media participation was positioned before and during the conference to tell stories that resonated with investors, entrepreneurs, and policymakers.
M2.0 Communications also invited a carefully vetted roster of Filipino startups to participate in interactive exhibits and pitching sessions, and the participation of local and international investors, VCs, incubators, and accelerators.

Results

Slingshot MNL was a smashing success, with plans for it to become an annual event. Over 800 participants representing startup companies, the investor community, and government flocked to the Philippine International Convention Center to attend the plenary sessions, panel talks, exhibits, workshops, and networking socials.

The Anvil Award-winning event also garnered plenty of media attention, with quality coverage from all major broadsheets, broadcast news media, and online news channels. 
Most importantly, Slingshot MNL paved the way for better access for startups to investors, incubators, accelerators, and financial institutions. This underscored the central theme of APEC 2015 of inclusive economic growth, showing the world that the Philippine government was about putting its words into action.

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GE PH: Strategic Planning for Digital Advantage Forum 2017

Renzo Guevara — Mon, 21 Nov 2022 08:53:04 +0000

Advisory

Bringing the Digital Advantage to the Philippines

Challenge

Established in 1935, GE Philippines is known for its lighting products and domestic appliances. As a global innovator, GE has pioneered digital industrial transformation. It is changing the shape of industries across the world and GE is determined to bring this transformation to the Philippines.
To get the digital ball rolling, GE conceptualized the Digital Advantage Forum 2017. The conference hoped to open discussion about the country’s potential for digital transformation, recruit potential partners, and establish GE as a primary driver of this trend. It hopes to invite local government and business personalities, particularly from the science, tech, energy, and power sectors.
But time was growing short. April 25, 2017, the date of the forum, was only two weeks away and could not be moved. To be on time, GE Philippines partnered with M2.0 Communications, a PR agency offering strategic planning services.

Approach

M2.0 recommended going digital. Invitations were sent to hundreds at a time to invite potential attendees. It was difficult to find speakers outside of GE who can participate at a moment’s notice. Fortunately, M2.0 has a few friends it was able to hit up. 
Leading Filipino companies such as Meralco, Aboitiz Power, Philippine Airlines, Pointwest, and Energy Development Corporation showed up.
GE Philippines CEO, Jocot de Dios opened the forum while GE General Manager ASEAN, Alvin Ng set the tone with his keynote address on digital industrial transformation. 
Department of Information and Communications Technology (DICT) Deputy Mon Ibrahim explained the importance of digital for business. A lively panel discussion was planned involving Alvin Ng, COO, and CMO Microsoft Philippines Cian O’Neill, Diane Eustaquio of IdeaSpace Foundation, and Manny Ayala of ENDEAVOR. Lastly, security issues were discussed by GE’s Raymond Liau and Sagiv Massad, Director of Technology and Cyber Security at Business Profiles Inc. from Tel Aviv before moving on to the digital industrial showcase and the closing remarks.

Results

Even though the event was scheduled to end by noon, the program had to be extended to accommodate the energetic conversations. Participants loved the speakers and were interested in the topics. Many agreed that they would attend another GE-hosted event if invited again.
The Digital Advantage Forum engaged people’s interest in digital industrial transformation and paved the way for a bigger conference later on in June.

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Amplifying IVO Philippines’ Social Media Presence

Renzo Guevara — Mon, 21 Nov 2022 08:39:19 +0000

Advisory

Health is Refreshing

Challenge

H2Woah.
Ivo is a water filter that goes above and beyond what is required. With a 99.99 percent guarantee for bacteria-free drinking, certified by the DOH-FDA, Japan Industrial Standards, NSF, and environmentally friendly design, it’s a no-brainer for every household. 
What’s the use of various benefits and unique features of a product if the public doesn’t know about it? To help paint a better public picture for Ivo, M2.0 was brought in for its social media management service. 

Approach

Making Waves.
There are three things that were worth highlighting. The tech used was medical-grade so quality and safety were never in question. The product itself was convenient. No complicated setups and easy to use. And lastly, and arguably the most important for some, it’s affordable. Not only are you getting healthier water, you’re also getting a healthier wallet. 
M2.0 was tasked to handle Ivo’s social media presence. Developing content, producing collaterals for posting, and coming up with different media planning and strategies in order to optimize visibility were the main tasks at hand. Whether it be various campaign initiatives, visual works in both video and posters, Ivo was presented as a must-have.

Results

Staying hydrated. 
By the end of 2020, Ivo was able to post 153 times with an average of 12.75 per month and garnering over 250,000 engagements. This was a 4.470 percent engagement rate, above the industry standard of four percent. The product’s Facebook page ended the year with 134,644 fans. It’s worth mentioning that all these numbers are above Ivo’s competitors in the industry. 
With an average page sentiment of 83 percent positive that stayed constant throughout the year, Ivo was able to solidify itself as a product that’s worth trusting. 

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Strategic Event Management for Inclusive Innovative Conference 2017

Renzo Guevara — Mon, 21 Nov 2022 08:20:33 +0000

Advisory

Creating a Conversation on Innovation Policy

Challenge

Something was needed to be done for the Philippines to develop as a country – financially, economically, anything other than its current state. Fortunately, the Department of Trade and Industry (DTI) was implementing a new industrial policy that hopes to do exactly that. But before its launch, the agency wanted to think of ways to foster innovation among private firms and industries, develop human resources, and enhance industry-academe progress. The Inclusive Innovation Conference 2017 was going to be what started this long-needed conversation.

Approach

The USAID Science, Technology, Research, and Innovation for Development (STRIDE) program lent its support to DTI’s endeavor. To ensure the conference’s success, the program turned to M2.0 Communications, a trusted PR agency with expertise in strategic event management. The agency was entrusted with the responsibility of orchestrating and managing the entire event. 
Invitations were extended to a diverse range of stakeholders, including local and foreign government officials, entrepreneurs, small and medium-sized enterprises (SMEs), startups, professors and students, as well as activists from non-governmental organizations (NGOs). 
The team curated an impressive lineup of industry leaders who shared their insights and expertise during the conference. Notable speakers included DTI Secretary Ramon Lopez, UC Berkeley Dean of Engineering Dr. Shankar Sastry, and Ayala Corporation CEO Jaime Augusto Zobel de Ayala.

Results

The two-day event began on May 31, 2017. More than 300 guests in the Peninsula Hotel all gathered with one goal in mind: to envision a better future for the country.
Post-event surveys showed that the majority found the conversations interesting, the presenters knowledgeable, and the event well-organized.
The conference was intended to be a starting point to inspire, motivate, and call for a more conscious effort towards an innovative Philippines. 

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