Red Havas Philippines and Canva created the “Canva Pasko — Designed By You” campaign. Christmas (Pasko) is the most relevant time for Filipino families. The challenge is to be heard amid the media noise being generated during the Christmas season, while also raising product awareness and driving sign-ups for Canva.
Work
Canva: #CanvaPasko Designed by You
The Challenge
The Solution
We developed an integrated PR campaign to generate interest in “Canva Pasko – Designed by You.” Before the campaign launch, we invited members of the media to the Canva offices to show them the company’s workspace and immerse them in its unique company culture. This familiarization strategy developed the media’s affinity for Canva, which resulted in their eagerness to cover the campaign launch.
To further amplify the campaign, we tapped influencers to share their very own Canva Pasko- designed Christmas card dedicated to the person they are most grateful for. The influencers talked about the campaign and shared their Canva Pasko card through a series of social media posts on Instagram, Facebook, YouTube and IGTV.
The Results
Recognized globally as Havas Media Group Awards' Best Campaign Led by Cause (Bronze)
Gained traction in major newspapers and online portals resulting in PHP 71,335,284.00 PR values. Garnered extensive television coverage and an exclusive radio interview of Canva’s country manager on top of the print publications that talked about the campaign
Inspiring case studies generated interest from the media, resulting in feature stories and media interviews on the subjects
Canva chronicled the surprise homecoming of one contestant: A Filipino couple living in Australia who had not been home for seven years. The success of the campaign inspired the brand to explore executing similar campaigns for different occasions
