#MarketingEventsAwards 2021 spills: Fantastik Manila's journey into influencer marketing

Fantastik Manila is a multi-disciplinary communications company that offers advertising, consultancy, design and development, events and marketing services. Some of the brands it has worked with include Asia Yachting, Komo, and Regilait. The company also worked with Mobile Legends: Bang Bang on the unveiling of its Filipino ambassador. The agency was shortlisted as a finalist for Best Use of Influencers / KOLs as well as win silver for Best Press / Media Event and Best PR-Led Event Campaign at MARKETING-INTERACTIVE's Marketing Events Awards 2021.

While the past two years have been tough for many companies in the space, in an interview with MARKETING-INTERACTIVE, Omel Santos (pictured), managing director, Fantastik Manila shares how the company pivoted and is now venture into influencer marketing amidst the pandemic.

This interview is done as part of MARKETING-INTERACTIVE’s winners and finalists’ interview series for Marketing Events Awards 2021. To find out more about the awards, click here. 

Tell us a little bit around how the past two years have been for you, and the steps you’ve taken to survive and thrive in a tough industry?

Santos: Producing live events and campaigns was one the biggest challenges. Because of this, many campaigns and projects were canceled to keep people safe. With the cancelation of media events, the demand for virtual events increases rapidly. The agency had to pivot our approach, finding alternative ways to meet with existing and new clients.

In 2020, we were about to offer Influencer Marketing in the second half of 2020 but because of the lockdowns, everyone was at home and was on their phones most of the time. We quickly rethought our approach as we worked with the limitations and introduced influencer marketing by April 2020 to keep the company viable. Lucky enough, we launched multiple campaigns that reached over 50 million impressions.

With markets slowly opening up, what do you think 2022 will be like for you?

Santos: It has been proven to be an exciting time for the industry. There’s a sudden interest in digital marketing trends and 2022 will be no different. The situation has forced companies to rethink of their budgets meaning they are looking for new cost effective approach. 

What are some of the new challenges you are preparing yourself for and looking to counter?

Santos: The local market is quite sensitive these days. Our consumers are looking for brands that they can relate to within the current world we are living in.  Many consumers now look at the efficiency rather than campaigns that are “fun”. Frankly, it is quite a challenge but shouldn’t stop us. Creating a personal connection and we have to be mindful of how people feel. We have to make sure that our comms are not tone deaf and able to understand the feelings of our audience. In case it goes wrong, always have a back-up plan.

What will be the role of events in the world of marketing in the future?

Santos: I’d say go back to the objective of the event. From there, we are able to device a plan that works with during this time.