Mang Inasal's presence on social media has risen for the past two years. With its official hashtag #ILoveMangInasal it has over 128,000 posts on Facebook, and 315M views on TikTok.
It was in March 2022 when the Mang Inasal Content Creators' Circle was launched. With 30 members composed of mommy nano-influencers and foodies who love Mang Inasal, MICC was created to bring together real brand ambassadors and support their influencer journey by making them part of campaigns that allowed them to enjoy the Ihaw-Sarap and Unli-Saya of Mang Inasal.
"MICC started as an experiment because we wanted to try out better ways to promote Mang Inasal on social media," said RJ Jabeguero-Rodillo. "Then during the first campaign, we saw that there's promise in it as the MICCs' posts looked and sounded so natural that netizens found them authentic and relatable. And the selection was perfect because MICC members are real loyal Mang Inasal patrons."
From the initial 30-member group, MICC has now over 160 members by 2023. This growth gave birth to the Gen Zs and TikTokerists.
"We really appreciate how MICC has added a new spark to how we tell our brand story," said Ed Timbungco, Mang Inasal Public Relations Manager. "It is a mutually beneficial partnership that has allowed Mang Inasal to expand the followers of its partner content creators, while the MICCs enrich the Brand's ways to share its campaigns to more people across the country. We are all kindred spirits exchanging stories about Mang Inasal, a brand we all love."
Efforts has been worth it when MICC was awarded the Black Dragon under the Best Brand Building / Awareness Campaign category at the prestigious 2023 Dragons of Asia.
"MICC is definitely one of our biggest wins this 2023 because we have connected with different communities of customers through our content partners nationwide," said Rodillo. "We are thankful to all MICC members for their contribution in bringing all the great Mang Inasal updates to their followers. And the Dragons of Asia win confirms the power of their efforts."
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