Campaign details

Brand: Selecta Cornetto
Brand owner: Unilever RFM
Lead agency: Mindshare Philippines
Contributing agencies: 1DMG, Spark It
Country: Philippines
Industries: Confectionery
Media channels: Online video, Programmatic display, Social media
Budget: Up to 500k

Executive summary

Cornetto Philippines has built equity around kilig – joy and romance – meaning that Valentine's was the perfect season for the brand to activate. The challenge was for Cornetto to rise above the clutter during this time (which was filled with competing brands, especially FMCG) with the aim of being relevant through using the right content and channel.

To widen the campaign's reach and engagement, Cornetto went beyond its typical efforts on Facebook targeting and Twitter whitelisting. Cornetto partnered with Unruly to ensure it reached emotionally, and contextually, relevant audiences.