How Trust Condoms Reached 500K+ Organically with a Smart, Culturally Relevant Marketing Campaign
Setting the Scene
For years, Trust Condoms has been a staple at Dangwa Flower Market every Valentine’s Day, handing out free samples and engaging couples with fun activities. While the event had always been well-received, the impact was limited—people took the samples, played the games, and moved on.
As the newly appointed Integrated Marketing Manager, I saw an opportunity to do more. Instead of just giving out condoms, what if we started conversations? What if we normalized safe sex in a way that felt natural, humorous, and culturally relevant?
The Challenge
Talking about sex in the Philippines remains a challenge. Stigma and taboos make open discussions uncomfortable, and traditional marketing efforts often miss the mark. The goal wasn’t just to distribute condoms—it was to make safe intimacy a topic people could talk about without shame.
We needed a smart, culturally relevant marketing campaign that would break the silence, engage younger audiences, and make safe sex a part of everyday conversations.
The Strategy: A Fresh Take on Safe Sex
To shake things up, we introduced #MagbalotBagoHumarot—a playful, distinctly Filipino call to action that resonated with younger audiences. This campaign wasn’t just about presence; it was about cultural relevance, humor, and digital impact.
What made this campaign different?
- A Fully Integrated, Culturally Relevant Approach – Rather than running a standalone activation, we tied Trust Condoms’ existing balut vs. balot campaign into the Dangwa Valentine’s experience, making it even more relatable for the local audience. By blending on-ground activation, influencer content, and social media engagement, we transformed a traditional giveaway event into a smart, culturally relevant marketing campaign that resonated with Filipinos.Influencer-Led Conversations – We extended the campaign’s reach by collaborating with content creators who could translate the message into engaging, humor-driven content.
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- Ice Neo’s man-on-the-street video at Dangwa didn’t just interview passersby—it made safe sex a fun, shareable topic, leading to 152K+ views and 36K+ engagements on TikTok.
- Jeff Dalton’s skit used the balut vs. balot wordplay in a new, unexpected way, leading to 70K+ views and strong audience engagement.
- Juper TV’s video localized the humor for his audience, earning 97K+ organic views on Facebook—a platform with strong reach among Filipino users.
- Ice Neo’s man-on-the-street video at Dangwa didn’t just interview passersby—it made safe sex a fun, shareable topic, leading to 152K+ views and 36K+ engagements on TikTok.
- More Than Just Freebies – Past activations focused on giveaways and games. This year, we shifted the focus to conversation and cultural relevance, ensuring that people weren’t just taking home condoms—they were taking home a message that stuck with them.
- PR & Media Push – The campaign’s fresh approach to integrating online and offline marketing caught media attention, leading to coverage from three major media outlets and increasing its impact beyond event attendees.
By focusing on a smart, culturally relevant marketing campaign, we made Trust Condoms stand out—not just as a product, but as a conversation starter in a market where safe sex remains a sensitive topic.
The Results
- 500K+ organic reach, maximizing impact on a limited budget
- 152K+ views and 36K+ engagements from a single influencer activation
- Major media pickup, amplifying the conversation beyond the event
- Highly positive audience sentiment, proving that humor and openness can break barriers
- Campaign’s success in delivering its message tactfully
Conclusion
#MagbalotBagoHumarot wasn’t just another Valentine’s activation—it was a step toward normalizing conversations around safe sex in the Philippines. By blending humor, cultural relevance, and a smart, culturally relevant marketing strategy, Trust Condoms made a lasting impression beyond just a one-day event.
This campaign proved that a well-executed, culturally relevant marketing campaign can spark conversations, challenge taboos, and create real impact—even with a limited budget.
Hi, I'm Clarq
As a strategic brand builder and creative problem-solver, I bring 15 years of experience in brand management, team development, and fostering business relationships that drive lasting results.
