Social Media Marketing Lessons from the AlDub phenomenon


By Rod Gabriel |

In a recent press con that was held in Greenbelt Makati, a group of marketing and branding experts in the Philippines were explaining about branding and marketing and why it is important to apply them on specific generations.

They further explained that not all products are appealing to each generation. We all know about the Baby Boomers, the Generation Xs, the Generation Ys and the Generation Zs. However, there was one particular group of celebrities, who broke the norms on branding and marketing. Yes, readers, I am talking about the AlDub phenomenon.

Vigorbuddy asked these branding and marketing experts the reasons why the AlDub phenomenon of Eat Bulaga made a hit, as it appeared to be appealing to all generations.


At the end October 24, 2015 Eat Bulaga AlDubSaTamang Panahon show held at the Philippine Arena, the Eat Bulaga stars were announcing that they had already reached 21.07 Million tweets, and were expecting more at the end of the day. A few million short of what they had during the AlDubEBForLove show, which garnered 25.6 million tweets.

Plain and simply, the answer was “The Filipinos love the ‘Kilig Factor’.

Filipinos generally favor a Cinderella type of story. If you haven’t been an AlDub or Kalyeserye follower, we suggest that you do, so you can figure out the reasons why this has been a hit on noontime television.

Maine ‘Yaya Dub’ Mendoza plays the role of Lola Nidora’s yaya (caregiver) in Eat Bulaga’s Kalyeserye. As the story goes, Yaya Dub and Alden ‘Pambansang Bae’ Richards both appear to have fallen in love with other. Despite of the challenges that Lola Nidora (Wally Bayola) creates, the on-screen lovers respected the teachings on values and good manners of the former.

This was the reason why Maine Mendoza won her first award in the Catholic Mass Media Awards.

Aldub has taught us that it pays to listen to your audience, and to know what they like and love.

Congratulations Maine Mendoza, Alden Richards, Wally Bayola and Eat Bulaga for teaching us a lot of lessons on digital marketing.

As of 4:41 PM of October 24, 2015, they have generated 26 Million tweets, a few more and they might be beating the SuperBowl record.