Case Study: Manila Broadcasting Company achieves 221% increase in positive sentiment with Hootsuite

How Manila Broadcasting Company Boosted Positive Sentiment by 221% in Two Months

Manila Broadcasting Company, the Philippines’ leading radio network, needed to bring its on-air reach into social channels to boost awareness and brand loyalty for its millennial-focused FM station, 101.1 Yes The Best. With only six content producers managing over 100 social accounts, the team faced time and workflow constraints that made it difficult to publish in real time, measure performance, and deliver relevant content to listeners.

Using Hootsuite to centralize publishing and analytics and running an influencer-driven “Yes The Guest” campaign, the team delivered dynamic, platform-specific content and real-time engagement. In 15 days the campaign generated over 535,000 views and, over two months, achieved a 221% increase in positive sentiment, a 172% rise in video views, a 118% jump in engaged users, 14,300 new Facebook fans, and roughly PHP 2,140,000 (~$42,800 USD) in cost savings.

Manila Broadcasting Company

Christian De La Cruz

New Media Manager