Digital Campaign · Partnership Marketing
3AF Digital Campaign of the Year — Remitly × TFC
Remitly × The Filipino Channel (TFC) · 2018
Situation
For Filipino overseas workers, Christmas is the most emotionally charged time of year — homesickness peaks, remittance sending spikes, and connection to family back home becomes urgent. The Filipino Channel (TFC), the global network for Filipinos worldwide, and Remitly, a leading digital remittance platform, identified a shared mission: connect Filipinos anywhere in the world with their loved ones back home. The question was how to do it in a way that felt culturally authentic rather than transactional.
Task
Co-developed with TFC Ad Sales Director Ricky Resurreccion, the campaign concept was pitched to Remitly as a first-of-its-kind branded digital caroling experience — “Namamasko Po!” — The Kapamilya Christmas Carols. Rather than a standard sponsorship placement, this was a cultural event: 12 consecutive days of live caroling performances broadcast on Facebook Live and TFC.tv, featuring Remitly Ambassadors and TFC celebrities delivering holiday entertainment to Filipino communities worldwide. Campaign visuals and merchandise were designed around Remitly brand colors for subtle but consistent sponsor presence. All digital content included clickable, trackable links directly to Remitly promotional pages.
Action
Managed as Team Lead and Project Coordinator across U.S. and Philippines teams. Coordinated between Remitly (U.S. client), the TFC U.S. sales team, and the TFC Manila production team who executed all creative, talent, and broadcast production. 12-day broadcast schedule across U.S. & Canada (West Coast 4PM / East Coast 7PM), UK (12MN), Australia (11AM), and Manila (8AM) — simultaneous global reach across 4 time zones. All content distributed on Facebook Live and TFC.tv with embedded Remitly promotional links.
Result
Half a million viewers reached globally across North America, the Middle East, Asia, and Europe, with thousands tuning in daily throughout the 12-day campaign. For Remitly: hundreds of Facebook comments expressing brand gratitude and pride, a 30% increase in site traffic immediately following campaign launch, thousands of direct promotional site visits, and record December revenue targets achieved. For TFC audiences: thousands of appreciative comments from Filipinos worldwide. Won the 2018 Digital Campaign of the Year from the Asian American Advertising Federation (3AF) — the premier recognition in Asian-American advertising.
What This Demonstrates
This campaign demonstrates the ability to conceive a novel partnership format, sell it to a major brand client, and then execute it at global scale across four time zones and two production teams on opposite sides of the Pacific. The 30% Remitly traffic lift and record December targets are hard commercial outcomes. The 3AF award confirms industry recognition of the campaign’s innovation. For government evaluators: this is multicultural community outreach with documented audience impact across North America, the Middle East, Asia, and Europe. For private-sector evaluators: this is partnership development, campaign innovation, and measurable ROI at global scale.