When Campaigns Connect: A Look Back at Our #eTapParaSaYo Campaign

“Make your customer the hero of your story.”
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This brilliant quote from bestselling author Ann Handley perfectly encapsulates eTap Solutions’eTap Para Sayo campaign. At the tail end of 2024, eTap Solutions wanted to create a campaign that went beyond the transactional nature of payment solutions. This initiative was designed to remind our audience that every small action they take with eTap contributes to something meaningful in their lives and communities.
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Mechanics of the campaign
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The eTap Para Sa’Yo campaign ran from November 1 to December 27, 2024, encouraging customers to make transactions of at least PHP1,000 at eTap kiosks for a chance to win cash prizes.

Participants submitted selfies with the #eTapParaSayo screensaver and their receipts to qualify for weekly PHP50 incentives and entries to the Grand Draw, where 50 winners received PHP5,000, and another 50 won PHP10,000 via GCash or Maya. By focusing on customer stories and engagement, the campaign not only spread holiday cheer but also boosted kiosk transactions and strengthened community ties.
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What Made the Campaign Stand Out
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1. Customer-Centric Storytelling: The campaign featured the real stories of winners who shared how eTap made a difference in their lives, from sending support to family members to managing day-to-day transactions efficiently.
   
   
2. Timeliness: The timing kicked off at just the right time, emphasizing the holiday season which is an integral part of Filipino culture. All material related to the campaign reflected the spirit of giving, community, and celebration (always mentioning regalo and pasko), resonating with eTap’s audience and creating a festive mood.
   
   
3. Simplicity and accessibility. Finally, the campaign also aimed to be simple, yet powerful. By combining the simple mechanics of the campaign with something eTap’s end users already did regularly (transacting with billers), it brings value and meaningful rewards into their daily routines. 
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Results and lessons learned
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Apart from encouraging people to use eTap kiosks and engage with the company’s social media pages, the campaign culminated in a live-streamed Grand Draw on the eTap Solutions official Facebook page, which amassed 38,686 views. The stream also logged a reach of 19,422 with 3,555 interactions.

The "eTap Para Sayo" campaign helped deliver impressive results from November 1 to December 27, 2024 on eTap’s Facebook page. The total page reach surged by 67% to over 31.5 million, with organic reach growing 73.8% and ads contributing the majority at 31.36 million. Engagement metrics also saw remarkable improvements: 3-second views skyrocketed by 706.7% to 1.9 million, 1-minute views increased by 68.8% to 2,900, and content interactions more than doubled with a 122.7% boost, totaling 600,100. Additionally, total watch time soared by 461%, accumulating 274 days and 2 hours. These figures highlight the campaign's exceptional effectiveness in driving visibility, engagement, and interaction across platforms.

Finally, the campaign also inspired heartfelt conversations online about the usefulness of eTap’s machines. Several testimonials from Para Sayo winners detailed how they were able to skip long lines and spend more time with their families thanks to the easy top-up process.

Overall, by focusing on the human side of the eTap brand the company created lasting impressions that went beyond functionality. The campaign also proved that real stories matter: customers can sense when a brand genuinely cares, which is why authenticity was such an integral part of the campaign. 

The eTap Para Sa’Yo campaign was more than a marketing initiative—it was a celebration of the people eTap serves everyday.

What did you think about the campaign? Let us know in the comments!
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ETAPPARASAYO for the period 2024-11-01 to 2024-12-27 and Per DTI Fair Trade Permit No. FTEB-206098 Series of 2024.

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Article by Pancho Dizon (Corporate Communications Manager)

Thumbnail by Mark Joshua Puig (Graphic Designer)

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