Ambidextr Media

As needed, brands from the Philippines get promoted by popular groups—attracting individuals and fans who become the primary target market.

Since endorsements or promotions can influence the market sales depending on the popularity, brands, by partnering with groups who have a substantial fan base, especially if it aligns with their target demographic, increase their visibility and reach of customers.

But how do popular groups expand the sales of various brands?

Broader Market Reach

Being the brand already well-known and associating with groups that are currently popular can be beneficial. For instance, in the latest promotion of Jollibee, they are offering JolliBINI Meal, a collaboration featuring BINI’s limited edition photocard along with Jollibee meals. This lasts from July 16, to September 6, 2024.

BINI has been famous since they surpassed the K-POP girl group Blankpink’s “Pink Venom” in Spotify with their “Pantropiko” song that became a summer craze. As a result, they have built a large fan base, positively impacting the brands they collaborate with.

The JolliBINI Meal is not available in bulk orders, however, one thing about this promotion that the fans liked is they can order it as many times as they want.

Without a doubt, this promotion draws in many fans to purchase it from different places and multiple branches. Due to popular demand, the JolliBINI Meals Promo opens again from September 23 to October 15, 2024.

Since individuals will not be able to get the limited edition photocard from other transactions, they indeed need to order the meal first. This shows that Jollibee, in this promotion, not only has their frequent customers, but also attracts the fans of BINI, expanding the market reach. This demonstrates the significant impact of incorporating popular groups for marketing.

Enhanced Brand Visibility

“Sino may gusto Burger with Fries & Drink and Peach Mango Pie for only 150 pesos? Yung photocard lang yung gusto ko.”

This statement is heard frequently. Individuals are selling a meal at a low price because they only want the photocard that comes with it.

Fans are delighted by this limited edition photocard. Some are even posting it in their social media accounts to show off their favorite members. Moreover, fans are eager to trade their claimed photocards with other people to complete the entire members of BINI.

When the Jollibee first announces that there will be a kind of this collaboration, the BINI also promotes it from their own social media accounts and websites, instantly gaining a larger audience.

Likewise, there are also other groups that have many brands that have collaborated. The DITO Telecommunity and boy group ALAMAT coordinated a fan meet event on February 12, 2024. As part of the GALING DITO 2024 campaign, ALAMAT released their exclusive merchandise in partnership with DITO.

The Magiliw, recognized as the group for ALAMAT fans, showed support and executed trending hashtag campaigns and online activities to engage the fandom to support the campaign.

Similarly, SB19 has secured endorsements due to their popularity, including partnerships with brands such as Xiaomi, Pepsi, Selecta, Dunkin Donut, GCash, and many others.

These initiatives of incorporating popular groups to market a brand enhances the brand’s visibility among a wide audience.

Blog by Alleah Kassandra V. Dela