2025 at BingoPlus Foundation:

How We Scaled In-House Comms

In 2025, during my first full year as Communications and Creatives Manager of BingoPlus Foundation (soon to be DigiPlus Foundation), I led a lean in-house team of four—myself and three officers—through one of our strongest and most strategically impactful years to date. We delivered the full communications and creative requirements across the Foundation’s five pillars: Accessible Healthcare, Community Resilience, Technology Education, WishPlus, and Responsible Gaming, while also supporting select content and branding needs of DigiPlus Corporate Communications, BingoPlus, and GameZone.

What this year proved to me is simple: a small team, when built around strategy, speed, and creative discipline, can deliver outcomes typically associated with much larger groups—and do it with stronger brand control, faster turnaround, and clearer accountability.

The Year in Numbers: Growth, Reach, and Momentum

Our momentum in 2025 showed up across digital, earned media, and traditional channels.

Social Media

We grew from 3.5K followers (2024) to 30K+ followers (2025) (750%+ growth).
We produced 660 content pieces (363 static, 297 videos).
Across the year, our work reached 82M users, generated 112M views, and delivered 12.4M engagements (336% increase).

Press Releases (Media Coverage)

We seeded 18 press releases, generating about ₱172.4M PR value and ₱40.8M ad value (estimated value of media exposure).

Television (TVC Performance)

From May 15–31, 2025, our TVC delivered 402 TARPs (overall TV exposure/weight) and about ₱180.7M AMR (estimated media value), led by ABS-CBN (178 TARPs) and GMA (154 TARPs).

Radio Campaign

Our radio campaign delivered a total KPI of about 2.19B, driven primarily by MBC (1.44B), with additional support from DZME-AM (0.38B) and Energy FM (0.38B).

These results didn’t come from “posting more.” They came from consistently applying a system: storytelling with purpose, data-informed audience targeting, and a creative mix designed to stay relatable, relevant, and visually polished.

Raising the Bar on Production

One of my biggest personal takeaways this year was how far an in-house team can go when properly supported.

We benchmarked our production standards against established studio workflows and used those learnings to sharpen our own process—from narrative planning and shooting discipline to editing rhythm and sound. The outcome: agency-level quality with in-house speed—and the ability to protect brand nuance because the creators are embedded in the mission, not simply executing a brief.

This reinforced the value of the in-house model: efficiency, agility, and brand control—without compromising creative depth.

Responsible Gaming Meets Pop Culture: The KoolPals Collaboration

A defining strategic move in 2025 was our partnership with KoolPals, the Philippines’ top Spotify podcast, to advance our Responsible Gaming advocacy.

We entered the collaboration with a clear intent: reach millennial audiences where they already spend attention, using content that feels natural, relatable, and culturally relevant—rather than packaged like a traditional campaign.

Through careful negotiation, we secured a multi-million-peso collaboration covering multiple full episodes with long-term platform visibility. We structured the agreement to maximize value, strengthen brand integration, and extend audience retention. We also benchmarked competing offers in the market and used those comparisons to improve commercial terms, resulting in meaningful cost efficiencies while achieving greater longevity and reach than typical limited-run placements.

More importantly, the partnership demonstrated a modern advocacy approach. Instead of relying on conventional formats, we embedded Responsible Gaming messaging into humor, authentic storytelling, and real conversations—positioning the message as something audiences could engage with, not tune out.

Speed Under Pressure: Influencer Support During the Senate Hearings

Another milestone was our rapid partnership with Tier One Entertainment to activate influencer support during DigiPlus’ Senate hearings.

The situation required speed and care. Our team moved quickly to identify the right creators, brief them on sensitivities, and align messaging to maintain balanced public understanding. For me, this moment captured what strong communications is really about: the ability to act under pressure while staying responsible, coordinated, and consistent with the broader corporate narrative.

Building the Foundation Website: A Long-Term Storytelling Hub

We also initiated the development of the Foundation’s official website, now in progress, to serve as a central platform for both transparency and storytelling.

Beyond housing program updates, campaign videos, press coverage, and advocacy content, the website is designed to strengthen how we engage current and future partners. As the Foundation works closely with local government units, national government agencies, and a growing network of private sector partners, suppliers, and community stakeholders, the site will act as a trusted bridge—making it easier to understand our work, validate our credibility, and collaborate with confidence.

Enabling the Team: CAPEX, Tools, and Creative Independence

Behind the output was the operational work that people rarely see.

I managed our CAPEX for creative equipment and software to ensure the team had what it needed to produce original, professional-grade material consistently. These investments protected two things that mattered most: creative independence and control over production timelines—allowing us to raise standards without becoming dependent on external bottlenecks.

Awards and External Validation

Our work also continued to earn recognition, including the:

Silver Anvil
Gold Stevie
IABC Quill Awards

For our team, these awards weren’t the goal—but they were meaningful signals that the work was not only visually strong, but also strategically sound and socially relevant.

What I’m Most Proud Of

More than the numbers and recognition, I’m proud of what we built as a team.

Each member took on multi-functional roles—writing, designing, filming, editing—while staying aligned with one mission. Together, we evolved from being a support function into a strategic driver of brand strength, stakeholder trust, and organizational influence.

2025 was transformative. We established a communications framework that scales: rooted in creative discipline, powered by data-backed storytelling, and guided by decisive leadership—delivering tangible value for the Foundation, its partners, and the communities we serve.