Bench: Making millennials love local

Paolo Juarez Broma

Fashion brand Bench used a digital content campaign to appeal to young millennials in the Philippines.

Campaign details

Brand: BenchBrand owner: Suyen CorporationLead agency: TBWA\ Santiago Mangada Puno Country: PhilippinesIndustries: Clothing & fashion retailMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

In a market where competition with foreign fashion brands is becoming stiffer and colonial mentality is still pervasive, Bench, the Philippines' leading fashion brand, ventured into meaningful digital content creation when it launched a campaign called "Love Local Superstitions," championing the Filipino spirit in order to align with young millennials' search for meaning, as opposed to the trendy and foreign...

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