We significantly increased ad recall and engagement through a social takeover campaign for GCash

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Problem Statement

As a leading eWallet in the Philippines, GCash faced increased fraud attempts in the digital wallet arena. Competing with other digital wallets, GCash aimed to solidify its position as the trusted eWallet brand amidst a surge in digital transactions and fraud attempts, particularly in logistics, telecoms, and gambling sectors​.

Strategy

ADA crafted the #GSafeTayocampaign to boost brand trust and empower users against scammers. Using audience profiling, ADA targeted vulnerable users with personalised content to raise awareness and educate them on preventing fraud​.

Execution

•Strategic Channel Execution:Deployed across Meta, YouTube, and TikTok to maximise reach and engagement.

•Tailored Content: Customised prevention tips, educational skits, and branded content to each platform.

•Real-Time Optimisation: Conducted brand lift studies on all platforms for continuous campaign optimisation

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