Mistaken Identity
Social Influencer • Digital Tactical
What happens when a government body and a fruit company share the same name? Well, we found ourselves at the center of a viral campaign during the peak of the biggest virus of 2020.
+800% increase of sales for the brand. Organic reach of 4.1 million on social. Over 236,000 total reactions and shares. Done on $0 production budget. Here’s how we responded to a mishap.
The Philippines, like the rest of the world, went into lockdown due to the pandemic. To assist those affected, the government, led by the Department of Labor and Employment (DOLE), offered cash aid of P5,000 to Filipinos.
CJ Banasihan mistakenly messaged Dole Packaged Foods’ Facebook page instead of the Department of Labor and Employment (DOLE) to complain about the delayed P5,000 financial assistance. This led to his post being seen by people online, with some even ridiculing him for his mistake.
But we saw his sincerity and also saw a chance of responding to him with a surprise. So we gently corrected him and took the responsibility to give him P5,000 worth of free Dole fruit products instead. People made memes and the national media covered the whole exchange.
We then created a social ad post how we turned this viral blooper into a social media wonder, making the Dole brand talk of town and more importantly giving CJ the last laugh.
Made with at Petch & Partners
CCO: Andrew Petch
Creative Director: Rachel Villanueva