Mang Inasal rewrites brand love story with local content creators
FOR the past 2 years, Mang Inasal, the Philippines’ Grill Expert, has been heavily present on digital platforms.
The brand’s official hashtag, #ILoveMangInasal, has over 128,000 posts related to it on Facebook as well as 315 million views on TikTok and counting.
In March 2022, the Mang Inasal Creators’ Circle (MICC) was launched.
With 30 members, MICC was created to bring together real brand ambassadors and support their influencer journey by making them part of campaigns, which allowed them to enjoy the IhawSarap food and Unli-Saya experience of Mang Inasal.
Apart from key messages and reminders, it was the influencers’ work and the magic of their materials that achieved the brand’s goals, which were also aligned with the digital personalities’ lifestyles.
MICC exponentially grew to over 160 members by 2023. This growth gave birth to a new category of content creators within the community: the generation Z TikTokerists.
With over 30 campaigns in 2023, the youth, gourmands and even moms seamlessly shared their unique love for Mang Inasal across their 29 million overall follower base.
As MICC continued to expand, the community not only tapped a diverse mix of content creators, but also partnered with some of the biggest content creators in the region, including Simon Javier as well as Mommy Hieds and Georgeous George.
Since the MICC’s creation, all efforts have proven to be worth it as the MICC was recently awarded the Black Dragon recognition under the Best Brand Building/Awareness Campaign category at the prestigious 2023 Dragons of Asia.