Strengthening Connection in Isolation
There was a sudden need for remote work, whether in school or at work. In 2020, everyone was encouraged to stay home and with that came the need for connection through the internet. Globe at Home Prepaid WiFi offered a cheaper and more accessible alternative to postpaid plans, and more stable than the one household, one prepaid hotspot set up of most Filipino families that found themselves in need of the internet.
Varsity Co-op tapped creators whose primary set of viewers were the same ones who struggled with the woes that Globe Home Prepaid WiFi attempted to remedy. Outside the influence of celebrity endorsers, Varsity chose creators who also knew the struggle of a majority of Filipinos and were able to properly test out the promises of the product. Brand trust was built through compelling storytelling through product reviews, and the seamless incorporation of the product into the everyday lives of the creators through vlogs.
Seeing the rise of online live sellers in the Philippine context, Varsity Co-op decided to hijack these well-watched sequences by incorporating Globe at Home Prepaid WiFi into the backdrop and also into the mid-sale spiels of the sellers. By injecting conversation around the product, Varsity was able to bring the brand recall into a larger, more organic stage.
To further the cause of Globe at Home Prepaid WiFi, Varsity Co-op partnered with Arellano University and Adamson University whose students received modems for home use. These students were then encouraged to share their own testimonials that would then be shared on the Globe page.
More and more, Varsity Co-op has seen the impact of authentic storytellers outside of the usual pool of celebrities and influencers, and whose voices and relatability matter to large communities. The work done with Globe at Home Prepaid WiFi was proof that tight knit communities and trusted personalities, whether an impactful online seller or a relatable vlogger, make a huge impact in reaching a larger audience.