ABOUT

BACKGROUND
The Philippine Retirement Authority (PRA) reappointed the agency as its consultant for digital marketing and social media, with a special focus of creating regular Facebook content and on running social ads that would target seniors from developed nations and presenting the Philippines as a premier retirement destination.

While the new campaign proposed by the agency was ongoing, PRA's mother organization - the Philippine Department of Tourism - launched a new Philippine tourism campaign: Love the Philippines. Because of this, PRA asked its agency to come up with a new campaign that supports the new tourism slogan of the Philippines.

CONCEPT
In response to the client's request, we made the campaign "Love to Live in the Philippines". Here, we personalized the new Philippine tourism slogan to reflect that retirees are long-term visitors of the country.

EXECUTION
In executing the campaign, we wanted to give retirees and potential retirees solid reasons why they will "Love to Live in the Philippines". We also noticed a global pattern of longevity and inflation affecting the quality of life of seniors. Having a longer life expectancy is generally good. However, this also means that people may need to have bigger savings than what was
originally planned. The exponential rise in the cost of goods is also not helping as it impedes retirees from enjoying the best years of their lives.

Hence, our social media content positioned the Philippines as the paradise retirees will love to live. It's a paradise in a sense that the cost of living, and of goods and services, are not that high when compared to when retiring in an expat’s home nation. This then enable retirees to enjoy a comfortable lifestyle without worries.

We also continued creating editorial calendars for our monthly content, in order to sustain our storytelling efforts.

SEPTEMBER: Local Adventures
Excite retirees with the idea of fulfilling their bucket list and activities that can only be done in the Philippines

OCTOBER: Health and Wellness
Focus on the growing and booming Filipino healthcare industry, and the world-class Pinoy health professionals.

NOVEMBER: Filipino Values
Make retirees familiar with Filipino values, and how these are similar or are shared values within our differing cultures.

DECEMBER: The Holidays
Show how jolly the Philippines is in terms of the kindness and goodness we
give others, especially during the Holiday Season.

RESULTS
At the end of the campaign period, we were able to record the following social media feats:
1. Reached a total of 284,424 people;
2. Earned more than 16,700 engagements;
3. Added 1,998 new Facebook page followers;
4. Recorded 724 conversations in the Facebook page's inbox; and
5. Added 339 new contacts who are interested in applying for the Special Resident Retiree's Visa.

Outside of social media, the campaign enabled the Philippine Retirement Authority to:
1. Generate foreign currency deposits from visa applications summing to US$ 7.717 million (for September and October 2023 only); and
2. Enroll 2,061 new Special Resident Retiree's Visa-holders.