Puregold, a leading retail company in the Philippines, achieved a significant milestone with its first-ever TikTok series titled “52 Weeks.” The series recently won the gold prize in the Best Social Media Campaign category at the Hashtag Asia Awards. This prestigious competition aims to recognize exceptional work in the field of online advertising.
Hashtag Asia Awards.
Outshining other notable campaigns, such as BigPay’s Raya Ni Saya Rindu, which won the silver prize, and PRK Agro Industrial Products’ CP Malaysia TikTok Contents Creation & CP Chicken Roll Challenge, which won the bronze prize, “52 Weeks” emerged as the top contender.
A distinguished panel of judges, composed of experts from around the world, determined the winners based on criteria including challenge, strategy, execution, and results.
Expressing gratitude for the recognition, Ms. Ivy Hayagan-Piedad, Puregold’s Senior Manager for Marketing, shared her excitement and pride in seeing their retailtainment efforts acknowledged on an international level. She extended the honor to all Puregold channel subscribers, as well as the cast and crew who made “52 Weeks” a success.
“52 Weeks” is part of Puregold’s retailtainment strategy, combining retail and entertainment to create captivating content for brand building and product awareness. The series marked Puregold’s first venture into episodic content on TikTok, followed by subsequent series released on YouTube through the Puregold Channel.
Directed by Lemuel Lorca and produced by acclaimed filmmaker Chris Cahilig, “52 Weeks” captured the attention of audiences. The campaign was overseen by Republic Creative Creations, led by Sonny Bautista.
Starring Jin Macapagal and Queenay Mercado, the digital series premiered on July 27, 2022, and consisted of 36 episodes. It depicted the story of Mina (Mercado), a hopeful romantic who had never had a boyfriend. Determined to help Mina find love, her best friends Chem (Derick Lauchengco) and Eya (Herbie Cruz) set a goal to find her the perfect boyfriend within 52 weeks. The series garnered over 34.1 million views throughout its run on TikTok.
For free entertainment, viewers are encouraged to subscribe to the Puregold Channel on YouTube. To stay updated, follow @puregold.shopping on Facebook, @puregold_ph on Instagram and Twitter, and @puregoldph on TikTok.
