Home Credit bags gold, silver trophies, gets shortlisted in eight categories at the Marketing Excellence Awards Philippines 2024

The country’s leading consumer finance company wins gold for Excellence in Viral Marketing and silver for Excellence in Multilingual Marketing

Home Credit Philippines (HCPH), the country’s leading consumer finance company, recently won two
prestigious awards at the Marketing Excellence Awards Philippines 2024, receiving a gold award for
Excellence in Viral Marketing for its Home Credit Transition Videos and a silver award for Excellence in
Multilingual Marketing for its Hottest Summer sa Pinas! Geo-Based and Localized Programmatic
Campaign.

“At Home Credit, we continuously refine our marketing strategies to connect with our diverse Filipino
market wherever they may be in the country. We make sure that our campaigns not only help educate our customers to make informed decisions about our products, services, and promotions but likewise
entertain them in platforms relevant to them, using formats that deliver the message in a meaningful and
engaging way,” said Sheila Paul, HCPH Chief Marketing Officer.

“We’re incredibly grateful for these recognitions as we continue to innovate our campaigns to reach and
resonate with more Filipinos, Para sa Life,” Paul added.

Leveraging social media for viral success

DataReportal’s Digital 2024 reveals how the Philippines boasts 86.75 million social media users spending
an average of three hours and 34 minutes on different social media platforms. This presents a ripe
opportunity for brands to engage particularly for a country that leads the world in online video
consumption, with comedy and viral videos among the top content consumed online.

But with hundreds of thousands of content posts shared daily on social media, capturing, and retaining
audience attention has become increasingly challenging. Traditional marketing strategies often struggle to break through the noise, delivering brands in different sectors a median engagement rate of 0.60% on
Facebook and 0.47% on Instagram, according to SocialPilot.

HCPH’s gold-winning campaign, “Home Credit Transition Videos,” showcased the company’s ability to
leverage popular social media trends and create engaging content. Home Credit Philippines recognized
the power of user-generated content (UGC) to create a unique brand personality.

Transition videos, a popular social media trend, proved to be a particularly effective strategy for achieving
virality. Leveraging this format, Home Credit produced relatable and humorous transition videos;
incorporating its brand message into the content and amplifying it via its network of employee social
media ambassadors. The videos proved to be both entertaining and effective, gaining over 40 million
organic views in just two weeks.

This innovative approach demonstrates the company’s deep understanding of the Filipino audience and
its ability to adapt to rapidly changing digital landscape.

Localizing digital marketing creatives using regional languages

Beyond its viral success, HCPH also excelled in multilingual marketing. The company’s “Hottest Summer
sa Pinas!” campaign, which featured localized assets in regional languages, earned the company a silver award for Excellence in Multilingual Marketing, underscoring its efforts to connect with Filipinos on a
hyper-local level.

In 2024, Home Credit Philippines set out to increase brand awareness and customer engagement in key
growth areas, including Ilocos, Cagayan Valley, the Cordillera Administrative Region, Central Luzon,
Zamboanga Peninsula, Northern Mindanao, CARAGA, SOCCSKSARGEN, and the Administrative
Region of Muslim Mindanao.

Home Credit employed a targeted approach to reach its desired audience. The company increased ad
frequency in specific regions while also customizing its marketing materials to appeal to local preferences
and highlight local partnerships.

These strategies were first applied in Home Credit Philippines’ 2024 summer campaign, Hottest Summer
sa Pinas! Launched on March 15, 2024, and ran until May 31, 2024, the campaign offered 0% interest
deals on cooling appliances like air conditioners, electric fans, and refrigerators, as well as smartphones
and laptops.

The targeted marketing approach yielded impressive results. Home Credit’s localized assets were highly
effective, outperforming generic materials. By tailoring its messaging to specific regions, the company
achieved significantly higher click-through rates and increased engagement. This ultimately led to more
store visits and loan applications, underscoring the power of multilingual marketing especially in an
archipelagic and culturally diverse country like the Philippines.

The Marketing Excellence Awards is an annual event organized by Marketing-Interactive. This program is
dedicated to recognizing and celebrating remarkable achievements in marketing across the country. With
42 various categories, the awards honor individuals and businesses that create exceptional campaigns,
which continuously shape and advance the industry.

In addition to its two wins, Home Credit Philippines was a finalist in six other categories, including
Excellence in Location-Based Marketing, Excellence in Marketing Innovation, and Excellence in Digital
Marketing for the ‘Hottest Summer sa Pinas!’ Geo-Based and Localized Programmatic Campaign;
Excellence in Marketing for a Specific Audience and Excellence in Performance Marketing for Home
Credit Cash Loan, and Excellence in Anniversary Marketing for Home Credit Philippines’ 10th
Anniversary.

To know more about the latest updates from Home Credit Philippines, visit its official website,
www.homecredit.ph. You may also follow its official Facebook, Instagram, and TikTok accounts.
Customers are also encouraged to download the Home Credit App on Google Play or App Store to learn
more about the latest promos and see what’s new in Shoppingmall.ph.

Home Credit Philippines is a financing company duly licensed and supervised by the Securities and
Exchange Commission (SEC) and the Bangko Sentral ng Pilipinas (BSP).