Filipino Community
The market
What this sector is actually up against.
The Philippine Ambassador put the UAE's Filipino population at around 650,000 in 2023, which makes it one of the country's largest expatriate communities. Most brands that want their business advertise to them in English, through the same creative everyone else sees, and wonder why it lands flat. Reaching this audience well means being in the right language, on the platforms the community actually uses, and, more often than not, being introduced by someone they already follow.
Campaigns translated into Tagalog after the fact, rather than made in it.
Creative that treats a community of several hundred thousand people as a single undifferentiated segment.
No presence on the platforms and formats where the community spends its attention.
Remittance-linked and family-linked buying cycles that generic media plans ignore entirely.
The stack
What we usually run for this sector.
Service
Video production
Video made to be watched, not just delivered.
Service
Photography
Photography that survives the crop.
Service
Social content
Built for the platform, not resized for it.
Service
Creator campaigns
Someone they already trust, saying it in their own words.
Service
Performance marketing
Spend measured against enquiries, not impressions.
Service
Tracking & analytics
Know which marketing produced the enquiry.
Service
Graphic design & animation
Design that holds up wherever it ends up.
Measurement
What we would report on.
What gets measured, not results claimed. No figure appears on this site without its metric, period, source and scope.
Reported
Reach and views by audience geography
Reported
Engagement rate on Filipino-language creative against English
Reported
Enquiries and bookings attributable to the campaign
Reported
Cost per enquiry by language and platform
Questions
Before you ask.
Do you produce in Tagalog, or translate into it?
Produce in it. Scripts are written in the language they will be delivered in, with English and Arabic versions built alongside rather than dubbed over afterwards.
Does this only reach Filipinos in the UAE?
No, and that is often the point. The creator audience splits between the Philippines and the UAE, so one activation lands in both markets. The exact split, with its source and period, is published on the Creators page.
Can you show results from a campaign to this audience?
Not yet. We publish the audience figures because they are sourced and dated. We do not publish campaign results we cannot evidence the same way, and we will not invent them to win the brief.
Is this only for consumer brands?
Mostly, but not exclusively. Anything the community buys, sends home, or queues for on a day off is worth reaching this way. Anything it doesn't, isn't. We will say so.