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Robinsons Department StorePhilippines

Engaging Millennials through Native Video Storytelling

About Robinsons Department Store

Robinsons Department Store (RDS) is one of the Philippines’ leading retail destinations, offering a wide range of fashion, beauty, and lifestyle products for every age and style preference. Known for its trend-forward selections and nationwide presence, RDS caters to customers seeking both value and variety.

Challenge

RDS wanted to connect with young millennials and highlight their diverse range of jeans. The goal was to run a native video campaign on Cosmopolitan Philippines, a platform known for its reach among style-conscious readers. The challenge was to create content that felt authentic to Cosmo’s audience while still showcasing the product line in a way that encouraged immediate interest and store visits.

Solution

To make the jeans collection the star without relying on overt advertising, I developed a playful and relatable concept:

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  • Created a video idea featuring two real-life couples styling each other, allowing the jeans to be presented naturally within an interactive, personality-driven activity.

  • “Watch These Couples Style Each Other With The Trendiest Jeans,” crafted to be clickable, on-brand for Cosmopolitan, and aligned with native content best practices.

  • Worked closely with the creative director to guide outfit styling, ensuring each look reflected the variety of fits, washes, and brands available at RDS.

  • Structured the narrative to feel like a Cosmo lifestyle piece while subtly reinforcing RDS’s fashion authority.

Results

The campaign delivered strong engagement:

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  • More than 12,000 YouTube views within the campaign period.

  • Positive audience feedback through likes, comments, and social shares, with many highlighting favourite looks from the video.

  • Reinforced RDS’s image as a go-to fashion destination for denim among a younger, trend-conscious market.

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