The campaign, launched in 2023, spotlighted Ayala Land’s progress toward its 2050 net-zero carbon emissions goal. With digital marketing firm Truelogic as its strategic partner, the company rolled out a data-driven campaign via Meta platforms that translated sustainability milestones into impactful, consumer-friendly storytelling.
The campaign earned Ayala Land and Truelogic a Tambuli Award at the June 3 ceremony held at the Grand Hyatt Manila. The accolade marks Truelogic’s first Tambuli win and underscores the growing role of purpose-driven digital marketing in influencing public discourse.
“We’ve always believed that digital marketing is more than just clicks and conversions—it’s a tool for real impact,” said Itamar Gero, CEO of Truelogic. “Supporting Ayala Land’s sustainability efforts allowed us to do meaningful work that goes beyond business.”
The campaign highlighted key achievements by Ayala Land, including:
Over 172 million kilowatt-hours saved in 2022 through energy efficiency programs across 111 buildings
91 percent of its commercial properties powered by renewable energy
Reuse of more than 200 tons of plastic waste since 2019
Planting of over 200,000 trees and management of more than 586 hectares of carbon forests since 2018
By transforming these milestones into digestible and emotive content, the campaign reached a nationwide audience and sparked widespread conversations on climate responsibility. Meta ads were strategically optimized to connect with users inclined toward eco-conscious content.
“We wanted the campaign to go beyond numbers and connect emotionally,” said Kevin James Kramer, account manager at Truelogic. “By leveraging half a decade of audience insights, we ensured the sustainability message reached and resonated with the right people.”
Heriel Reyes, Truelogic’s paid ads team lead, added, “We approached this not just as a marketing campaign, but as a movement. We wanted to make climate action a part of everyday conversations.”
Ayala Land’s associate manager for corporate brand - digital, Princess Elaine Garcia, praised the agency’s collaborative spirit: “Truelogic has long been an exceptional partner—proactive, insightful, and deeply committed to our shared goals. With Truelogic, we don’t just have an agency—we have a trusted digital ally at every step.”
The Asia Pacific Tambuli Awards is known for honoring brands that deliver both business results and social good. —Ed: Corrie S. Narisma
