Bench: The power of winning brand engagement

Paolo Broma

Bench, a Filipino fashion brand, increased its connection and relevance among younger people in the Philippines with a campaign around accepting homosexuality.

Campaign details

Brand: BenchBrand owner: Suyen CorporationLead agency: TBWA\ Santiago Mangada Puno, Digital Arts NetworkContributing agencies: How's EverythingCountry: PhilippinesIndustries: Clothing & fashion retailMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

Bench, the leading fashion brand of the Philippines, continues to vie for relevance among its younger audience amidst the influx of foreign fashion brands in the country. To engage its audience, Bench launched a social media campaign that leveraged the changing mindset of Filipinos towards homosexuality – a sensitive topic that needed...

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