Challenge
Gen Z Filipinos spend over six hours daily on social media but actively avoid polished, traditional advertising, leading to low brand consideration for Mang Inasal among university students. To bridge this gap, the brand needed to move away from transactional sponsorships and find an authentic way to connect with youth culture. The objective was to drive consideration and build long-term affinity without relying on generic influencer marketing.
Solution
Mang Inasal launched the MI UNIVerse campaign, building a co-creation network with major universities nationwide, including DLSU, UST, UP, NU, PUP, and Silliman University. Rather than treating campuses as passive ad spaces, the brand empowered student organizations and media outfits to lead creative production across TikTok, Facebook, Instagram, X, and YouTube. Supported by brand guidance and national amplification, students developed localized campaigns and integrated the brand into major events like UST Paskuhan and the 87th UAAP Cheerdance Competition.
Results
The campaign established formal partnerships across key institutions, exceeding interaction targets and generating hundreds of thousands of views and engagements. The co-creation model delivered high local engagement on modest budgets, establishing a cost-efficient, repeatable channel for youth outreach. High-performing digital content and major campus event integrations successfully embedded the brand into Gen Z student culture, deepening brand affinity among young consumers.
