Rather than attempting to go beyond what is our core business, AdSpark used the challenge that was 2020 to focus on what we do best, and that is digital marketing. It is what we do best that bonded the agency together. The webinars and ThoughtSparkers that we produced were not entered into for revenue generating purposes. Instead, we saw the need to strengthen our community, our very industry, that might have found itself rudderless at times, especially in the early days of lockdown.
In a sense, the crisis brought out a spark in us that we wanted to share with not just the people within our company, but also within our thriving creative and media circle. We recognized that by humanizing consumer data, we could spark ideas and ideals for brands that help people make choices and better their lives. And in times like we live in today, that is a responsibility that we do not take lightly.
Even as the specter of a vaccine against the coronavirus begins to emerge as the proverbial light at the end of a very dark tunnel, we aim to keep doing what we do best on behalf of our partners and clients who have joined us. Pandemic or not, our core values and our beliefs remain steadfast and we will continue to offer them to brands that share those with us.
Lesson 2: Even from your home offices, keep creating impactful, cutting-edge work.
Rather than shut ourselves down and tuck our collective tails between our legs, we buckled down and moved forward to produce arguably some of the best work in AdSpark’s history in 2020. We launched over 2,350 campaigns and made a significant impact in the ever-growing medium that is digital. We placed #1 on the Twitter leaderboards for several campaigns. One of which is the #SecretNaFunSayo campaign for TM. Despite the difficulties that the pandemic wrought, we were able to push telemedicine, specifically KonsultaMD, so much so that app installation was 488% more than initially projected. As the year ended, we also made waves in terms of media amplification with an unforgettable campaign on behalf of RC Cola that brought many new eyeballs to the brand.
Amidst the pandemic, we have successfully pivoted AdSpark to become a digital media+ agency -- from thought leadership to creative ideation and performance media execution – that helps enterprises keep connected to their customers in a hyper-digital world.
Lesson 3: Offering relevant advice as goodwill helps in building relationships.
As digital leaders in our field, we knew that the crisis impacted our partners and consumers significantly. So, as part of gearing up, we utilized our core capabilities in order to not just understand the landscape. We also gave sound recommendations to clients for free in this most critical time.
Powered by #AdSparkIntelligence, we released four ThoughtSparkers that offered an insightful look and an in-depth understanding of the rapidly changing Filipino consumer as a result of the situation we have found ourselves in. These ThoughtSparkers were “The Great Reset,” “Digital: The Flag of Freedom in 2020,” “A Portrait of the COVID-19 Crisis as Filipino,” and “The New Romantics.”