Red Ribbon, KFC, and Shopee record strong Ad Awareness gains in the Philippines
Red Ribbon, KFC, and Shopee have shown biggest increase in Ad Awareness in the Philippines for December, of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions of brands daily worldwide, highlights their success in connecting with Filipino consumers through targeted campaigns.
Red Ribbon recorded the largest increase in Ad Awareness among the three brands. From November 26 to December 16, 2024, the brand’s Ad Awareness score rose by 10 points, from 23.8% to 34.1%. This increase coincides with the introduction of Red Ribbon Holiday Cakes which featured holiday-themed cakes tailored for Christmas festivities.
KFC also saw a 10-point uplift in Ad Awareness from 34.5% on November 27 to 44.5% on December 25, 2024. The increase aligns with the launch of the "Bucket & Match" promotion, which allowed customers to customize their holiday meals with flexible bucket options. KFC also collaborated with Spotify Wrapped to create a unique dining experience, blending music trends with their offerings.
Shopee registered an 8.3-point rise in Ad Awareness, increasing from 58.7% on November 27 to 67% on December 10, 2024. The improvement corresponds to Shopee’s 12.12 Mega Pamasko Sale, which offered discounts, interactive features like Shopee Video and Shopee Live, and an affiliate program that empowered Filipino content creators.
These campaigns demonstrate how Red Ribbon, KFC, and Shopee effectively leveraged marketing strategies to connect with their audiences in the Philippines during the festive season, driving significant gains in advertising awareness. Ad Awareness, which measures the percentage of people who have seen a brand’s advertisement in the past two weeks, shows the impact of well-executed campaigns in a competitive market.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from surveys of adults aged 18 years and above residing in the Philippines from 26 November to 25 December 2024. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period.
Cover photo by Christian Paul Del Rosario