“SPAM: An Islander Love Story” was a social first campaign designed to raise awareness among SPAM’s Multicultural Go-Getter audience. The campaign celebrated the deep-rooted, enduring bond between the SPAM brand and the Filipino community showcasing the rich heritage and vibrant spirit of a people who have embraced SPAM as a beloved part of their culinary and social fabric.
To support "An Islander Love Story" campaign, we collaborated with two talented social content creators and produced a total of six original social assets. These assets included stories, carousels and videos which were distributed from talent social profiles on IG and TikTok social platforms .
The production was a very authentic one thanks to the connection the talent had with the brand and the ability to tap to childhood memories. These genuine emotions reinforces how branded content continues to bring brand and people together.
The social amplification strategy for “SPAM: An Islander Love Story” exceeded the guaranteed 3,175,000 guaranteed impressions by 7.31%, reaching a total of 3,425,954 impressions.
The content reached over 2M unique users and an overall Engagement Rate achieved of 8.54%, 2.13% higher than My Code’s 4.0% ER benchmark.
These results showcase how engaging the audience found the content created.
The campaign goal was to effectively create awareness and engagement for SPAM Classic within the Asian American community. My Code produced authentic and relatable content for each talent that connected positively with their audience. As a result, the videos achieve over 2.4 M video plays for an overall 18.66% VCR (Video Completion Rate) which is 6.6 times higher than the established 2.8% benchmark.
Through a careful analysis of Talent’s comments, SPAM’s “An Islander Love Story” campaign created an overall positive perception within the talents’ audiences for the brand and the campaign.
Most of the comments, 70%, showcased how beloved SPAM is in their household..
The rest of the comments convey an increase in relatability and awareness as the audience is sharing additional ways to try SPAM.
