The Situation

Fifty-seven percent of Filipino households still cook with wood and charcoal. Only 37 percent use LPG. The barrier is partly financial, partly safety perception: many families see gas as expensive and risky, even though Gaz Lite claims switching reduces household fuel costs by 33 percent. The brand needed to reach the majority of Filipino households that had never considered LPG as a realistic option.

The challenge was educational at its core. Gaz Lite wasn’t competing against another LPG brand. It was competing against a deeply ingrained cooking habit. Before the brand could sell product, it had to change how millions of Filipinos thought about fuel.

The Approach

Phase 1: Product Education Through Social Content

Built a monthly social media content calendar on Facebook introducing Gaz Lite‘s products, explaining the benefits of LPG over wood and charcoal, and highlighting the 33 percent household fuel savings. Social cards and videos were produced monthly to maintain a steady stream of educational content aimed at both consumers and potential distributors.

Phase 2: KOL Endorsement for Trust Building

Brought in key opinion leaders to put a face alongside the Gaz Lite brand. For a product category where safety concerns drive hesitation, trusted voices endorsing Gaz Lite directly addressed the confidence gap that product information alone couldn’t close.

Phase 3: Community-Based Engagement Strategy

Shifted the social media approach from broadcast content to community engagement. This meant responding to questions, fostering conversation, and building a page that felt like a resource hub rather than a promotional channel. The community approach pushed Gaz Lite’s engagement from an already-strong nine percent to 16 percent.

The Results

16% Facebook engagement rate, over triple the 5% industry standard

23,000+ Online community members built on the Gaz Lite Facebook page

90% Positive page sentiment across the campaign period

Campaign Highlights:

• Engagement rate grew from 9% to 16% after shifting to a community-based social strategy
• Brand reached over 450,000 Filipinos through Facebook content and paid distribution
• KOL partnerships addressed safety and trust barriers that product content alone couldn’t overcome
• Monthly social cards and videos educated consumers on Gaz Lite‘s LPG benefits over wood and charcoal
• Dual-audience content strategy targeted both consumers and potential distributors simultaneously

The Takeaway

When the competition is a habit instead of a brand, the campaign has to change behavior before it can build market share. Gaz Lite tripled the industry engagement benchmark because it spent its content educating people on why charcoal was costing them more, not just telling them LPG was better.

Industry: Energy

Service: PR & Digital Campaigns

Solution: For Enterprise

Frequently Asked Questions

How do you build a social media community for a product most people don’t think they need?

Lead with the problem, not the product. Fifty-seven percent of Filipino households use wood and charcoal, and most don’t realize there’s a cheaper alternative. Content that shows the 33 percent savings gets attention. Product introduction follows naturally once the audience understands the benefit.

Why did engagement jump from 9% to 16% after adding a community approach?

Because community engagement turns passive followers into participants. When the page responds to questions and fosters conversation, followers feel like they’re talking to a resource, not a brand. That dynamic generates comments and shares at a rate that broadcast content cannot match.

What role do endorsers play for an energy product with safety concerns?

They transfer trust. Product specifications can explain that LPG is safe, but a familiar face saying it carries more weight. For families who grew up cooking with charcoal, seeing someone they recognize use and endorse Gaz Lite is the permission they need to consider switching.

By running content that serves both audiences in alternating posts. Consumer content focuses on savings, safety, and cooking convenience. Distributor content focuses on the business opportunity and brand support. The same page becomes both a storefront and a recruitment channel.