The Situation
Filipino shoppers are deeply brand-loyal. Kantar Worldpanel data confirms that most households have a suki shop where they buy regularly in exchange for discounts and perks. Super8, a grocery chain competing against these entrenched relationships, struggled to communicate its promotions to shoppers who had no reason to switch. Better prices alone weren’t enough when the suki bond was social as much as it was financial.
The challenge was trust, not awareness. Super8‘s promos were competitive, but shoppers didn’t believe the value until they experienced it. The brand needed to build the kind of relationship on social media that a suki store builds in person: a place where regulars feel known, supported, and rewarded for coming back.
The Approach
Phase 1: Dual-Audience Targeting on Facebook
Focused the Facebook strategy on two audience segments that drive FMCG purchasing: household moms who control the family budget and sari-sari store owners who account for 46 percent of total FMCG sales in the Philippines. Both groups were already on Facebook, with 75 million monthly active Filipino users on the platform.
Phase 2: Value Content Beyond Promotions
Published shopping tips, creative content, and home hacks alongside promotional posts. This mix gave followers a reason to stay on the page between sales events. The content positioned Super8 as a resource for smart shopping rather than another supermarket pushing discounts.
Phase 3: Segment-Specific Promo Content
Created “Discounted Na + Discounted Pa” posts targeting sari-sari store owners with bulk-buying benefits. For moms, the content encouraged app downloads and rewards card signups to access household shopping discounts. Each audience segment received promos framed around their specific purchasing behavior.
The Results
- 92% Positive sentiment score, up from 70% at the start of the campaign
- 9.43% Overall engagement rate, nearly double the 5% target
- 22 points Sentiment improvement from 70% to 92% across the campaign period
Campaign Highlights:
- Dual-audience strategy addressed both household shoppers and sari-sari store owners on a single page
- “Discounted Na + Discounted Pa” content format drove engagement from bulk-buying store owners
- Shopping tips and home hacks kept followers engaged between promotional periods
- App download and rewards card campaigns converted social media followers into repeat shoppers
- Online community formed around the Super8 page, creating the digital equivalent of suki loyalty
The Takeaway
In a market where loyalty is personal, the grocery brand that wins is the one that builds suki relationships online. Super8 moved sentiment from 70 to 92 percent because its Facebook page gave moms and store owners something a promotion flyer never could: the feeling that the brand pays attention to them.
- Industry: Consumer Retail, FMCG
- Service: PR & Digital Campaigns
- Solution: For Enterprise
Frequently Asked Questions
How does a grocery brand compete against deeply entrenched suki loyalty?
By building the same kind of relationship online that a suki store builds in person. Super8‘s Facebook page became a place where shoppers and store owners felt known and supported. Sentiment climbed from 70 to 92 percent because the page delivered consistent value, not just occasional discounts.
Why target sari-sari store owners alongside household shoppers?
Because sari-sari stores drive 46 percent of total FMCG sales in the Philippines. They’re not just consumers. They’re distribution partners who stock their shelves from grocery suppliers. Winning sari-sari store owners means winning the channel that reaches the neighborhoods Super8 can’t serve directly.
What engagement rate should a grocery brand target on Facebook?
The promised target was five percent. Super8 reached 9.43 percent by publishing content that served its audience’s daily needs: shopping tips, home hacks, and budget advice. Grocery shoppers engage when the content helps them save money or shop smarter, not when it just announces a sale.
How do you move sentiment from 70% to 92% on social media?
By listening to the audience and responding to what they need. Super8 used Facebook to track concerns and adjust content accordingly. When followers felt heard and saw their feedback reflected in the page’s content, positive sentiment compounded naturally over the campaign period.
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