Mang Inasal redefines moment marketing in 2022

FOR a brand like Mang Inasal, moment marketing is taking advantage of the “here” and the “now” to bring brands to the forefront ofconsumer conversations, especially through something as fast-paced as social media.

“Social media opened a huge door for brands like Mang Inasal to connect real-time with customers,” Mang Inasal Digital and PR head RJ Jabeguero-Rodillo said.

“These platforms serve as avenues where we get to discover what makes our customers happy, ‘kilig’ and excited. These overflowing emotions signal to us what we can ‘trendjack’ and enable us to bring the brand within those conversations,” she added.

In 2022, Mang Inasal has redesigned a digital marketing strategy that puts its customers at the heart of the entire ecosystem. It developed a powerful, real-time social listening muscle that has allowed it to ride on trends that are most relevant to its customers.

This year alone, Mang Inasal was able to create buzz on social media with several marketing initiatives, such as the 16 Cups Challenge that happened after SB19 member Stell’s mention of his own Mang Inasal record. It became a three-day trending topic on Twitter, evolving later into a nationwide challenge. This challenge was recently honored in the Marketing Excellence Awards-Philippines with a Silver Award under the Excellence in Viral Marketing category.

Mang Inasal’s most recent concert sponsorship with K-Pop performance powerhouse Seventeen shows exactly how well-positioned Mang Inasal is when it comes to its consumer interest.

“Mang Inasal is continuously learning today in terms of Moment Marketing and we can’t wait what 2023 has for us. But so far, our strategy is working for us because it allows the brand to sincerely connect with the consumers who talk about us, and create moments that will make them remember us more meaningfully,” Rodillo concluded.