{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"LAUNCH\/RE-LAUNCH","is_link":false},{"keyword":"ENTRANT COMPANY","content":"GIGIL, MANILA","is_link":false},{"keyword":"TITLE","content":"KWEEN YASMIN","is_link":false},{"keyword":"BRAND","content":"CANVA PRO","is_link":false},{"keyword":"ADVERTISER","content":"CANVA","is_link":false},{"keyword":"AGENCY","content":"GIGIL, MANILA","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"JAKE YRASTORZA","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"BADONG ABESAMIS\/HERBERT HERNANDEZ","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"GREGGY GREGORIO\/JEANO CRUZ\/JASPER CAJILIG","is_link":false},{"keyword":"CREATIVE TECHNOLOGIST","content":"TEEJAY JAMLANG","is_link":false},{"keyword":"HEAD OF ART","content":"RONCHRIS COSME","is_link":false},{"keyword":"ART DIRECTOR","content":"RIZ GUICO\/YNNA MILAMBILING\/SEPH ASENTISTA\/QUATRO LOS BAÑOS\/HAUI SACAY\/BETTINA DELA PAZ PAULE\/ANGELO ESTRELLA\/NEIL DE LUNA","is_link":false},{"keyword":"COPYWRITER","content":"RAPHE RAMIREZ\/JOAQUIN ACOSTA\/IBY ELAINE CASTRO\/JUANCHO SANTOS","is_link":false},{"keyword":"AGENCY PRODUCER","content":"WENDY RIVERA","is_link":false},{"keyword":"RESEACH & DATA ANALYST","content":"FRITZ JAY DALAWAMPU","is_link":false},{"keyword":"INTERACTIVE DESIGNER","content":"CLISTER SANTOS","is_link":false},{"keyword":"DEVELOPER","content":"RIAN PEREZ\/MIGUEL MANGAHAS","is_link":false},{"keyword":"GROUP ACCOUNT DIRECTOR","content":"MICCO BALANA\/BEVERLY LUBID","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"ABIGAIL REYES\/ISAI LIPA","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"KOY JECINO\/KIM TANG","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"KELSY CORTEZA ","is_link":false},{"keyword":"ACCOUNT SUPERVISOR","content":"MARVIN CORTEZ\/KYARA VLAHOV","is_link":false},{"keyword":"STRATEGIC PLANNER","content":"NANAIS HERNANDEZ\/JOAQUIN MERCADO","is_link":false},{"keyword":"MEDIA AGENCY","content":"NAKS!, MANILA","is_link":false},{"keyword":"MEDIA PLANNING DIRECTOR","content":"MARGIE HUSMALAGA","is_link":false},{"keyword":"MEDIA PLANNER","content":"MAUREEN TAN","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"MONTIFAR PHOTOGRAPHY, MANILA\/MOVI MEDIA, MANILA","is_link":false},{"keyword":"DIRECTOR","content":"MIKO MONTIFAR\/NES ZEUS MATIAS","is_link":false},{"keyword":"CAMERAMAN","content":"GENE BRITANICO\/YUS TORRES\/COCOY PONCE\/BEA MERCADO","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"MARIE ANN TUAÑO","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"WINSTON FAMILARA\/CLAIRE SELORIO\/AMRY CLAIRE PERDIGON","is_link":false},{"keyword":"PRODUCTION DESIGNER","content":"LIZETTE ESTHER GARCIA\/ROSARIO BONI\/MARY ANN LACRA","is_link":false},{"keyword":"WARDROBE","content":"ISABELLE GARCIA\/MARIE FE DAVAD","is_link":false},{"keyword":"HAIR & MAKE-UP","content":"GINA LLANTO\/JANET CABALE","is_link":false},{"keyword":"EDITOR","content":"JOSEPH LINGA\/KLAURENCE CRUZ","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Background:\r<br>Canva wanted to promote Canva Pro as the ‘All-purpose’ platform for businesses to advertise themselves and make them convert from its free version to Pro.\r<br>\r<br>Idea:\r<br>Canva could've gotten a celebrity graphic designer for an endorser. But instead, Canva got an influencer touted on Philippine social media as 'All-Purpose.’ \r<br>\r<br>Kween Yasmin is a singer, dancer, spoken word poet, business owner, and more. Canva Pro crowned her as a true All-Purpose Kween by transforming her into a suite of creative assets: a stock photo model, a set of emojis, and lastly, a typeface.\r<br>\r<br>The campaign culminated at the largest gathering of business owners: The Philippine SME Business Expo. There, businesses used Canva Pro's Kween Yasmin assets firsthand.\r<br>\r<br>Results:\r<br>The campaign went viral. Not only was it used by local businesses and big brands, it exploded in other cultures like K-Pop and the rest of the music industry, to streaming, schools, and even the Philippine government.\r<br>\r<br>It birthed endless memes, with some even making their own typeface inspired by the campaign. People couldn’t stop asking how to use it, and netizens began teaching how to use Canva Pro, becoming the experts themselves.\r<br>\r<br>\r<br>17,500,000 + million \r<br>Engagements\r<br>\r<br>391%\r<br>Surge in brand conversations\r<br>\r<br>100%*\r<br>Increase in Canva Pro trials\r<br>vs. previous year\r<br>*alongside other efforts\r<br>\r<br>USD 318,885 \r<br>Earned media values\r<br>\r<br>Users utilized the assets \r<br>1,600,000+ times\r<br>\r<br>Published and shared\r<br>1,000,000+ times","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"To convince users to switch from Free to Pro, Canva wanted to help business owners boost their business through its all-purpose features. \r<br>\r<br>These businesses rely heavily on social media to be seen. Canva could've gone with a product demo or endorsement by a marketing expert or a designer. But instead, the brand made people want to experience it by turning an internet icon that Filipinos dubbed the 'All-Purpose Kween' into an all-purpose creative suite, representing exactly what Canva can offer.  \r<br>\r<br>By transforming her not into a set of quirky stock photos, fonts, and emojis, Filipinos found a new meme to participate in. Canva Pro's campaign answered the market's business needs while embedding itself in pop culture.","is_link":false},{"keyword":"STRATEGY","content":"Canva turned Filipinos' all-time favorite meme personality into businesses' all-purpose marketing asset. \r<br>\r<br>The brand wanted to promote its 'Pro' tier as the ‘All-purpose’ platform for businesses to advertise themselves. Canva could've gotten a celebrity graphic designer as an endorser to make them convert from its free version to Pro. But instead, Canva got an influencer touted on Philippine social media as 'All-Purpose.’  Kween Yasmin is a singer, dancer, spoken word poet, business owner, and more. She is truly all-purpose, just like Canva. ","is_link":false},{"keyword":"EXECUTION","content":"Canva Pro crowned her as a true All-Purpose Kween by transforming her into a suite of creative assets: a stock photo model, a set of emojis, and lastly, a typeface. These quirky and meme-worthy assets launched online and can be accessed with a Canva Pro account, so that businesses can use them for their marketing materials. \r<br>\r<br>After word about the assets spread, the campaign culminated at the largest gathering of business owners: The Philippine SME Business Expo. There, businesses used Canva Pro's Kween Yasmin assets firsthand.","is_link":false},{"keyword":"RESULT","content":"The campaign went viral. Not only was it used by local businesses and big brands, it exploded in other cultures like K-Pop and the rest of the music industry, to streaming, schools, and even the Philippine government.\r<br>\r<br>It birthed endless memes, with some even making their own typeface inspired by the campaign.\r<br>\r<br>People couldn’t stop asking how to use it, and netizens began teaching how to use Canva Pro, becoming the experts themselves.\r<br>\r<br>17,500,000 + million \r<br>Engagements\r<br>\r<br>391%\r<br>Surge in brand conversations\r<br>\r<br>100%*\r<br>Increase in Canva Pro trials\r<br>vs. previous year\r<br>*alongside other efforts\r<br>\r<br>USD 318,885 \r<br>Earned media values\r<br>\r<br>Users utilized the assets \r<br>1,600,000+ times\r<br>\r<br>Published and shared\r<br>1,000,000+ times\r<br>","is_link":false},{"keyword":"URL","content":"https:\/\/www.canva.com\/p\/allpurposekween\/","is_link":true}],"files2":[{"name":"EF10_003.mp4","type":"mp4"},{"name":"EF10_003_DI01L.jpg","type":"jpg"}],"count":2}