Building Strong Brands Through Advocacy In the Age of Digitalization

Yoly Crisanto Chief Sustainability Officer &

SVP for Corporate Communications Globe Telecom

Industrial Revolution Transforming Industries and Innovation

Industry 1.0 Industry 2.0

Industry 4.0

Industry 3.0

Mechanizing, Steam Power, Weaving Loom

Mass Production, Assembly Line, Electricity

Automation, Computers, Electronics

Cyber Physical Systems, Internet of Things, Networks

Today 1969 1870 1784

Unintended Consequences of Industry 4.0

Environmental Social Economic Political

Pollution

Climate Change

Deforestation

Loss of Bio Diversity

Endangered Species

Waste Disposal

War

Immigration

Outdated Laws

Free Speech

Terrorism

Poverty

Piracy

Inflation

Recession

Unemployment Discrimination

Child Porn

Suicide Corruption

Fake News

Inequality

Addiction

PU

RP

OSE

Brand Purpose Framework

23 YEARS OLD

Median Age in PH

Student Yuppie Balancer Retiree Transitioner

52 to 65 years old 38 to 51 years old 29 to 37 years old 21 to 28 years old 13 to 20 years old

BY 2019 PH POPULATION WILL BE 108.3M

10% 16% 13% 14% 15%

BABY BOOMER GEN X AGING MILLENNIAL YOUNGER MILLENNIAL

GEN Z Pop : 11M Pop : 17M Pop : 14M

Pop : 15M

Pop : 16M

Source : Philippine Statistics Authority population projections Note : Above 65 years old is 5% / 5.3M of population, below 13 years old is 27% / 30M of population

Millennials will be a key target audience segment, sharing similarities with other segments. Voice and tone of communication should appeal to younger segment.

“Dawn’s” Life In A Flow

“I can make the world a better place”

Working for causes is an integral part of life

LIVING WITH A CAUSE

ON-DEMAND EVERYTHING “I want it fast, I want it now”

Putting premium on speed, ease, efficiency and

convenience

MAKING CONNECTIONS “I’m a social creature both

online and offline” Great desire for more

connections and shared experiences

ALWAYS ON “I want to be connected

anytime, anywhere”

Digital natives where tech and social media is an

integral part of life

“I want to explore the world and live to the fullest” Desire for adventure, trying new things and exploring the world

LIVING IN THE MOMENT

“I trust friends more than corporate mouthpieces”

Trusting experiences, peers, crowdsourcing and multiples sources of info

AMPLIFIED VOICE

“ME” PERSONALITY “I lay my path, I control my

destiny” No streotypes; disparate

personalities; each to his own

LIFE IN MULTIPLES “I wear many hats”

Multi-tasking; multiple device users; multi-

dimensional life

SOURCE: Boston Consulting Group: The Millennial Customer

WSB 2019 Strategic Plan | Trends

Case Study: Globe Telecom

COMMUNICATION ACTION

49% Of the Audience hit by CCG

are Millennials Gen Z 23% | Gen X 20% | Boomers 8%

55% Of Globe Bridging Communities

followers of in FB are Millennials

Gen Z 26% | Gen X 15% | Boomers 4%

Source : Globe Bridging Communities FB page 13 years old and up

87% Of Millennials participated in an outreach or volunteering event in the past 12 months

Source : Advocacy Study among Globe Subs

71% Of registrants in Time Please

are Millennials Source : Time Please portal

Millennials are more likely to act on advocacies they believe in.

87% Of Millennials believe that

corporate success should be more than just financial performance

Source : 2016 Survey Deloitte, UBS

47% Of Millennials plan to invest in

Socially Responsible Investment

Source : Ethicalcorp.com

Sunsilk Hair Talk snagged 2.5 million views in its first 48 hours when it posted to the brand’s website last month. That traffic was organic, with no paid media. When YouTube and Facebook kicked in, the numbers skyrocketed to 37 million views in Thailand alone.

Sunsilk Hair Talk

Advocacy Campaign Example

Community

Commitment was

produced in-house and

spells out the human

values Airbnb expects

of its community. The

brand has been

working to hold its

users to those

tenets after

allegations of hosts

discriminating against

potential lodgers because of race.

AirBnB Community Commitment

Advocacy Campaign Example

Globe of Good : Going Beyond Business Sustainability at Globe is anchored on The Globe Purpose and aims to contribute to the

UN Sustainable Development Goals (UN SDGs) to create a Globe of Good.

Digital Nation

Care for the

Environment Care for People

Positive Societal

Impact

- Network and IT Investment

- Customer Data Privacy

- Global Filipino Schools

- Cyber Wellness

- Telehealth Services

- Financial Services

- Electronic Waste Recycling

Program (Project 1 Phone)

- Paperless Billing

- Rainforestation

- Select sites running on Green

Solutions

- Biodiversity Protection

- Employee Volunteerism

- Supplier’s Code of Ethics

- Customer Engagement /

Satisfaction

- Employee Engagement

- Anti Piracy Campaign (#PlayItRight)

- Grassroots Sports (Sports Para sa

Bayan)

- Social Innovation (Globe Future Makers)

- Disaster Management

Hinelaban

Hope Campaign

Education Lobbying Business Integration

#PlayItRight is the advocacy program of Globe Telecom against illegal sites in the Philippines to protect the Filipino Family, Local Entertainment Industry, Globe Network, Global Content Partners and our own content creation

Since 2017, Globe has been running the #PlayItRight education campaign against illegal sites by highlighting how it impacts jobs in the film industry and how it can damage your device

In 2018, Globe has aggressively embarked with a series of roadshows and partnered with key government stakeholders and anti-piracy advocates. In 2018, Globe became a member of AVIAA and worked closely with CAP. Senate President

Vicente Sotto III has filed a bill

allowing against online video piracy

Since the education campaign started, there is a 53% decline in illegal content access and 170% increase in usage of GoWatch & Play as traffic reached 956 petabytes in the first 9 mos of 2018

Hopelines

2919 (Toll Free)

(02) 804 – HOPE (4678)

0917 - 558 – HOPE (4678)

or

o

#SeeYouTomorrow

Hope Program: #SeeYouTomorrow Study shows that immediate help for people suffering from mental

health issues can come from friends and family. The Big Idea is to

make them aware about signs, symptoms and causes of depression

so they can extend help to their loved ones in need.

People suffering

from depression

Friends and

Family

Awareness campaign

Make people with

mental health issues

to call Hopeline

Educate about the

causes and

symptoms of

depression to help

identify people with

suicidal tendencies

Tap Friends and

Family members as

the primary audience

because they are the

main support group

Approach

In summary, the Hope program was able to:

Reach 72 million people in social media and drive traffic to the hotline with

the awareness campaign

Listen and help more than 25 thousand Filipinos

Make key government agencies like Department of Health and Department

of Education create programs for Mental Health

Influence the creation of Republic Act 11036 or the Mental Health Act of

2018 in the Philippines