Globe: The Sound of Success

Tasked with building the Globe brand through music, we recommended the brand pivot and focus exclusively on K-Pop

Opportunity

The Philippines is widely recognized as one of the most significant K-Pop markets in the world. Partnering with Twitter in developing a first-of-its-kind survey, we recognized the role of fandom in driving brand preference, and that most fans will never see their favorite K-Pop fans IRL.

Solution

We positioned Globe at the forefront of the K-Pop movement, partnering them with leading management companies and event promoters and developing an online portal and rewards platform, the Globe Kmmunity. A partnership with Blackpink, a joint venture with the country’s leading event promoter, and collaborations with leading live-streaming platforms meant that fans would be able to experience K-Pop moments and memories anytime, anywhere.