TikTok Philippines Food Fest | Video Campaign

TikTok is a beloved social media platform in the Philippines because of the unique way it delivers entertainment and a sense of community. And though Filipinos were already actively sharing food-related content on the app, the challenge for this campaign was to further position TikTok as a trusted platform in the Philippines for finding relevant food content and to increase awareness and use of its Point of Interest (POI) feature, especially in light of TikTok’s Food Fest event.

To effectively introduce the POI feature amidst TikTok’s Food Fest, we knew it was important to tap into the best of Filipino food culture, which the team was able to distill into two concepts: The Symphony of Sarap and Pasalubong as a Love Language.

These two concepts were front and center in a video series created in partnership with Jessica Lee, a Korean vlogger and influencer based in the Philippines whose videos are about discovering local attractions and cuisines. In the videos, Jessica explores different foodie spots on foot in Metro Manila, Philippines, using TikTok’s POI Location Tag. This serves as an effective demonstration of how to use the feature to make your way to different points of interest and discover the next big foodie spot.

Jessica’s tasting quest included stops at lesser-known local haunts like Emriz Unli Breakfast, Kuya Ronnie’s Chicken, and Anniella’s Donuts. At every step of the way, she made sure to share price ranges and her thoughts on each dish served, encouraging her viewers to check out the establishment using the location tag.