The Challenge: Keeping CalCheese at the Top of Kids' Snack Time
CalCheese was already the number 1 cheese wafer brand in the Philippines, beloved by kids and moms alike. But in today’s fast-moving digital world, staying on top requires more than just a great product—it takes constant engagement, innovation, and relevance. Virus' mission was to reinforce CalCheese’s dominance while deepening its connection with Filipino families, especially with moms and kids.
The Game Plan: A Leveled-Up Digital Marketing Strategy
To solidify CalCheese’s market leadership, we implemented a fun, dynamic, and engaging digital marketing system designed to keep the brand top-of-mind. Here’s how we did it:
1. Supercharging Social Media
Strengthened CalCheese’s presence by optimizing its Meta (Facebook & Instagram) and TikTok accounts, ensuring constant brand engagement.
Assigned a dedicated community manager to engage with followers, responding to every comment and message within 24 hours to build trust and loyalty.
Maximized the influence of Niana and Natalia Guerrero by integrating them into our content execution and post ideas, creating engaging and highly shareable material that resonated with their audiences.
2. Bringing the Fun to the Digital Playground
Expanded brand engagement through CalCheese World on Roblox, an interactive experience where kids can play, explore, and immerse themselves in cheesy-fun time.
3. Tapping the Coolest Influencers
Partnered with more than 30 Key Opinion Leaders (KOLs), including parenting bloggers, kid-focused creators, and top Roblox content creators.
Collaborated with top-tier influencers like Niana and Natalia, leveraging their massive following to strengthen CalCheese’s audience connection.
4. Crafting Content That Clicks
Implemented both always-on and targeted content strategy, featuring mom-friendly snack ideas, family bonding activities, and interactive challenges for kids.
Developed fun, engaging, and shareable content that reinforced CalCheese’s brand identity in the digital space.
Strategically aligned content with Niana and Natalia’s unique style, integrating them into key campaign moments for maximum impact.
5. Turning Up the Ad Power
Launched highly targeted digital ad campaigns, sustaining a monthly reach of over a million users.
Leveraged data-driven insights to continuously optimize content and ad performance, ensuring maximum visibility and engagement.
The Sweet Success: Strengthening Market Leadership
Our creative and data-driven approach reinforced CalCheese’s top position and delivered game-changing results:
Social Media Domination – Increased engagement and follower growth, ensuring CalCheese stayed top-of-mind.
Roblox Takeover – CalCheese World became a go-to online destination for kids, building organic brand love in the gaming community, garnering over 30,000 visits during its initial launch.
Influencer Magic – KOLs and celebrity influencers created viral moments, strengthening CalCheese’s brand affinity with families.
Massive Reach & Brand Recall – Over 1 million users engaged with CalCheese every month through strategic digital campaigns.
Sustained Sales Growth – By reinforcing its brand equity online, CalCheese saw continuous sales momentum and repeat purchases.
Staying at the Top with a Winning Digital Strategy
CalCheese’s success story shows that being number 1 isn’t just about getting there—it’s also about staying there. Through strategic content marketing, influencer collaborations, immersive digital experiences, and data-backed advertising, we ensured that CalCheese remains the undisputed cheese wafer champion in the Philippines.
