A daring campaign, born from a simple belief in effective, science-backed skincare, has earned a major accolade. A homegrown brand recently received a Gold Stevie Award at the 2026 Asia-Pacific Stevie Awards, a testament to its innovative approach to reaching a crowded market.
The winning campaign, dubbed “The breakup that went viral,” didn’t rely on traditional advertising. Instead, it sparked nationwide curiosity with a single, cryptic billboard: “Wag na tayo mag-break please. Love, D.” This clever message played on the cultural obsession with celebrity splits, subtly linking it to the frustrating reality of skin breakouts.
The initial billboard ignited a firestorm of speculation, quickly spreading across social media. This organic intrigue was carefully nurtured, transforming into a massive wave of earned media attention. The campaign unfolded in two distinct phases, maximizing its impact and reach.
The first phase, “The Tease,” leveraged the viral buzz to secure significant media coverage – 42 earned stories and over 60 million views of influencer videos. This was followed by “The Reveal,” which connected the mysterious “breakup” to skin “breakouts,” triggering another surge of 43 earned media stories.
The results were staggering. The campaign achieved a combined online reach of 200 million and amassed 100 million total video views. An estimated US$4.5 million in PR value was generated through 93 earned media stories, propelling the brand from a digital-first presence to a serious contender in mainstream retail.
The Asia-Pacific Stevie Awards are highly respected, attracting entries from leading companies and organizations across the region. Judged by a panel of industry experts, the awards recognize exceptional business innovation and performance. This win is particularly significant for a homegrown brand competing against established giants.
This victory marks a pivotal moment for the brand, signaling a successful expansion beyond its online origins. Products are now available at a leading health and beauty retail chain, bringing its science-based solutions to a wider audience.
The founder believes that when the public embraces a brand’s story, it’s the ultimate validation of its values. This Gold Stevie Award isn’t just a recognition of past success, but a powerful reminder of the brand’s commitment to delivering truly effective skincare to everyone.
