Globe Telecom - Project Eagle: The Globe Business Thematic Campaign

Name of Organization / Company: Globe Telecom, Inc. (Globe Business), Taguig City, NCR, Philippines
Category: Award for Innovation in Cross-Media Marketing

Entry Title: Project Eagle: The Globe Business Thematic Campaign

Essay

Through the years, Globe Business has been a trusted name by corporations for its innovative approach to enterprise information and communications technology. As it continues to provide quality service and groundbreaking technology, it is redefining how businesses work, asserting that it goes beyond functions, numbers, and performance through the right technology, infrastructure, and know- how.

This commitment is highlighted in last year’s thematic messaging: CREATE. BEYOND BUSINESS., which emanates from Globe Business’ efforts to transcend being just a solutions and services provider of the top 5,000 Philippine companies, and in fulfilment of the Globe Telecom’s vision of a Philippines where businesses flourish and the nation is admired.

It aims to raise the bar by offering world- class products and solutions, and using its passion to create sound business advice and wonderful experiences for enterprises, and in turn, their customers.

This year, Globe Business decided to take an introspective look at Philippine businesses and the culture that permeates it. It wants to challenge the culture that exists, find ways to evolve it to adapt to the evolving landscape, and sustain it for the future.

Thus, it is fitting that Globe Business’ theme in 2018 is “CULTURE SHOCK”. The theme aims to empower Philippine enterprises to carry a jolt of enthusiasm to start a revolution in their own company, inspired to take their business beyond the existing culture.

OBJECTIVES

- To implement combined online and offline media approaches
- To instill the importance of “Culture Shock” and disrupting operations through going beyond business as usual
- To engage companies through C- Level Executives and influence makers in order to strengthen relationships
- To influence enterprises to go “beyond business” by implementing purpose- led initiatives in their respective organizations through strong engagement and messaging
- To achieve strong campaign results and gains from customer feedback and satisfaction

CROSS- MEDIA PR AND MARKETING APPROACHES

- Digital (Campaign Video, Online Media Coverage)
- Social Media (Facebook, Twitter, LinkedIn)
- Email Marketing (Newsletters, E- Mailers)
- Print (Traditional Media Coverage- TV, Newspapers)
- Events
- Direct Client Engagements

NOTABLE CAMPAIGN EXECUTIONS

20 Questions with Static Inc., (Campaign Video)
The video captured the importance of culture in companies. This execution gives us a view of common company cultures that employees consider most unprogressive or cultures that need to change.
The video’s successful launch in Facebook started the campaign. Efforts namely blog posts, newsletters, curated content via social media channels followed.

2. Leadership Innovation (Lead- In) Forum
Globe Business gathered top business leaders for a day of learning, discussion, and sharing of best practices on how innovation can help sustain a corporation's competitiveness in the digital age through the Lead- In.

The Lead- In was the culminating activity of the campaign. Lead- In had the theme “Culture Shock: Sparking a Revolution”- - is Globe Business’ way of challenging its clients by harnessing culture to steer its workforce to go beyond business goals. The event was also where majority of the cross- media approaches were implemented: Live Tweeting, Facebook Posts, Media Coverage, Press Conference, and Networking of Globe Business Account Managers with Clients .

CAMPAIGN RESULTS

Through extensive and cohesive efforts, Project Eagle, the Globe Business thematic campaign was successfully executed. The campaign garnered whopping results:

20 Questions with Static Inc., (Campaign Video)
1.8 Million people reached
101 Thousand Views
23.7 Thousand Engagements
Lead- In
552 C- Level executives and leaders in attendance
40 Media attendees
75% found “Culture Shock” to be “Very Relevant” while 25% found it “Relevant”
100% decided that the Lead- In discussion would help them make changes in their company culture
77% of the attendees say that they have implemented purpose- led initiatives in their company
66% gave a feedback that the Lead- In event as a whole was “Very Empowering” while 33% declared that Lead- In was “Empowering”
Php 3.55 Million worth of PR Coverages with 15 Million Media Impression

Attachments/Links:

URL 1
https://www.facebook.com/globebusiness/videos/247870895922731/
URL 2
https://www.linkedin.com/feed/update/urn:li:activity:6472759660616216576
URL 3
https://twitter.com/Globe_Business/status/1064432546891522049
URL 4
https://www.youtube.com/watch?v=omAY4KFydT8
URL 5
https://www.facebook.com/CNNPhilippines/videos/275462259774643/
URL 6
https://www.facebook.com/inquirerdotnet/videos/262462897794516/
URL 7
https://business.inquirer.net/259055/globe-business-leadership-innovatio...
URL 8
https://www.upyourservice.com/blog/discover-how-globe-telecom-has-built-...
URL 9
https://www.globe.com.ph/business/enterprise/blog/lead-in-2018-service-c...
URL 10  https://www.globe.com.ph/business/enterprise/lead-in.html