Home of Filipino Feels: Relaunching iWant for a Global Filipino Audience

ABS-CBN relaunched iWant in 2025 as the “Home of Filipino Feels”, challenging Allied Global Marketing to build awareness, engagement and efficient acquisition across the Philippines and key diaspora markets. Rather than relying on demographics alone, the campaign transformed culturally specific emotional insights into a full-funnel performance strategy, combining paid media, TV/CTV and influencers to reconnect Filipino audiences with stories from home and convert that connection into measurable action. The campaign reduced Meta CPA by 70%, delivered a +2.1 percentage-point brand awareness lift in the Philippines, generated 5 million completed video views, 1.1 million influencer views and 6.7 million targeted North American TV impressions. It demonstrated how a culturally led media strategy could build awareness, deepen engagement and improve acquisition efficiency across multiple international markets.