• Creator-led campaigns emerge as growth lever for telcos
• TNT shifts brand competition beyond pricing
• Global awards validate localized marketing strategy
TNT is leveraging creator-driven storytelling to extend brand engagement and strengthen market relevance beyond traditional telecom marketing.
The strategy gained international validation at the recent International Business Awards, where the value brand of Smart Communications, Inc. earned multiple honors at the program’s 22nd edition.
“These latest awards affirm TNT’s mission as a brand that champions everyday Filipinos not only through our affordable services but also through our creative and meaningful campaigns – powered by our award-winning network,” said Lloyd R. Manaloto, first vice president at Smart.
Why it matters
As telco margins tighten, differentiation increasingly depends on brand affinity and engagement efficiency rather than pricing alone.
The TNT Petmaloop Challenge mobilized creators nationwide to highlight hometown experiences using TikTok. The campaign concluded with a continuous travel livestream lasting 26 hours, 15 minutes, and 29 seconds, earning a title from Guinness World Records and a Gold Stevie® for Brand Experience of the Year – Consumer.
TNT also secured a Silver Stevie® for Viral Marketing Campaign of the Year for its SIM Registration campaign, which applied humor and creative execution to a regulatory requirement. The effort generated more than 100 million views across social platforms through organic sharing.
—Edited by Miguel R. Camus
