CASE STUDIES

Bayo: Reimagining a Holiday Campaign

Agencies Involved

M2.0 Communications

Job

Public Relations

Influencer Strategy

Media Relations

Objectives

The Challenge

To generate holiday sales, Bayo was planning to launch Style Harvest, a Christmas-themed collection inspired by the giant parols of San Fernando, Pampanga. However, the company was aware that its previous PR and marketing campaigns did not deliver the expected outcomes. To ensure the new offering’s success, this new PR campaign would need exceptional media coverage.


The Idea

Bayo had a solid plan in place: Launch Style Harvest with Iza Calzado as the brand ambassador and utilize the upcoming holidays to market their products. The PR strategy, therefore, was to reinforce its message with the right content.

Activities

The Execution

Before the event, M2.0 Communications created story angles that worked with the brand’s principal message of promoting Filipino creativity, talent, and our unique holiday aesthetic. Our public relations firm also suggested tweaks to the launch to improve its ability to tug the heart, such as bringing in a children’s choir to perform for the guests.

For the launch itself, M2.0 media specialists poured their efforts into encouraging our wide network of traditional and new media contacts to attend. Our content team produced press releases and articles meant to showcase the fun in our traditions, not to mention Bayo’s role in promoting our festive heritage.

Results

The Results

Bayo’s Style Harvest launch was attended by representatives from broadcast, print, and online publications. The story was picked up by the Philippines’ leading broadsheets, magazines, blogs, and social media pages. The event generated a media value worth 1.13M. More than just numbers, however, Bayo found the coverage that their efforts and products deserved.