The E-Wallet on Your FYP
Two things in the Philippines have been on an upwards trend in recent years—GCash and e-wallets. With more options for cashless payments, GCash, became an essential part of Filipino’s everyday routines of its users as an e-wallet but also became an integral and welcome part of their days through timely and entertaining content on TikTok.
Apart from its existing social accounts, Varsity Co-op explored TikTok as new ground for engaging with and informing GCash’s growing customer base. Easily accessible content both in its length and in its presentation, TikTok became the perfect place to converse with existing and potential users.
We chose to marry hygiene content with time sensitive trends for GCash’s content to settle organically into the constantly morphing platform. Constant trendspotting was practiced to make sure our content would move within relevant trends and formats that allowed evergreen product information traction. Our videos had to be quick, complete, and entertaining; at the same time we had to contextualize global trend formats to fit into Filipino humor to better speak with the growing audience.
Varsity Co-op wanted to further create relevance for the product by creating timely executions and videos that could move within moments and trends. We partnered up with emerging creators and brought together a pool of trusted and entertaining personalities who would become everyone’s GCash Kabarkada on TikTok—fun, knowledgeable, and relatable. The creator pool consisted of nano and micro influencers in order for more down-to-earth, trustworthy personas. Because GCash aims to serve Filipinos nationwide, our group of creators reflected this by having KOLs outside the boundaries of Metro Manila, and representing different languages in videos.
Through moment marketing, trendspotting, and establishing a solid creator pool, Varsity Co-op was able to seamlessly integrate GCash into TikTok’s fast moving entertainment behavior, and communicate GCash’s convenience and cement its role as everyone’s favorite e-wallet.