Insider Spotlight
Instead of leading with products or platforms, the enterprise arm of the telco group has focused on founder and operator stories—how real companies navigated digital change, what worked, and what delivered returns. The result is “ROI’d to Success,” a multi-season digital series built around practical transformation rather than hype.
That approach recently earned industry recognition, with the campaign securing a Silver Anvil at the 61st Anvil Awards for Best Use of Influencer Marketing under Public Relations Programs.
Why it matters
B2B marketing in the Philippines has traditionally been solution-heavy and feature-driven. By contrast, ROI’d to Success reframes digital adoption as a peer conversation—one where business owners learn from other business owners, not sales decks.
Launched in 2024, the series converts customer success stories into proof points for technology investment, showing how connectivity, cloud, and digital solutions translate into efficiency, growth, and resilience.
The content spans video, podcasts, and short-form digital formats, meeting enterprises where they already consume insights.
Hosted by broadcast journalist Karen Davila and distributed through Hustleshare’s podcast platform, the series uses trusted voices to ground technology discussions in live experience.
Featured companies range from MSMEs to large enterprises, including NOMAD Coffee Philippines, L.A. Bakeshop, Sta. Ana Healthcare Plus Corp., Cake2Go, and Hotel Casiana.
Between the lines
According to a company release, PLDT Enterprise designed the campaign as an advocacy platform—one that sustains engagement across channels while building credibility for digital solutions through customer-led validation rather than brand-led claims.
“ROI’d to Success is a testament to how we put our customers at the heart of every story,” said Julie Carceller, first vice president and head of brand management at PLDT Enterprise.
“By giving entrepreneurs a platform to share how our digital solutions have accelerated their growth, we’ve shown that technology is about creating tangible impact, driving real business results, enhancing efficiency, and helping entrepreneurs scale with confidence.”
The Anvil citation points to sustained audience growth, strong earned media value, and increased solution inquiries since launch—signals that influencer marketing, when rooted in education, can deliver bottom-line impact even in B2B contexts.
What’s next
The recognition also comes as PLDT Enterprise’s ecosystem continues to expand. Sister company VITRO Inc. recently earned a Gold Anvil for the launch of VITRO Santa Rosa, the country’s first AI-ready hyperscale data center—highlighting how storytelling and infrastructure are moving in tandem to support enterprise transformation.
Together, the efforts position PLDT Enterprise not just as a connectivity provider, but as a catalyst for how Philippine businesses understand, adopt, and benefit from digital change. —Princess Daisy C. Ominga |Ed: Corrie S. Narisma
