Branded Viber Gems debut in APAC: Nido Mother’s Day campaign in the Philippines on Rakuten Viber

Viber mariia-martyrosian
Mariia Martyrosian
Global PR & Marketing Innovations Director at Rakuten Viber
Branded Viber Gems debut in APAC: Nido Mother’s Day campaign in the Philippines on Rakuten Viber

Rakuten Viber, the global leader in private and secure messaging and voice-based communication and a leading communication app in the Philippines, has recently rolled out Branded Viber Gems, its latest interactive advertising solution.

One of the country’s trusted growing up milk brands and the expert in healthy toddlerhood, NIDO 3+5+, introduced the solution in the Philippines with a special Mother’s Day campaign, developed together with its integrated media agency OpenMind. The NIDO 3+5+ Branded Viber Gems campaign is the solution’s debut not just in the country, but across the entire Asia Pacific region.

Viber Gems are special festive animations activated when users send certain words or phrases such as ‘Happy Birthday’ or ‘Happy New Year’. The feature has long been enlivening chats: in 2023 alone, it received over 35 million views in the Philippines. Branded Viber Gems are a unique product placement option that raises brand visibility and creates positive associations between a popular holiday and a brand.

Rakuten Viber and NIDO 3+5+ made sure to celebrate all moms and their acts of love: when users send ‘Happy Mother’s Day’ in chat, their moms, grandmas, aunts, and all kinds of mothers (fur ones included!) will see a vibrant festive greeting with a yellow heart, courtesy of NIDO 3+5+. Truly recognizing everything our moms do for us and honoring every mom as a #1Mom.

Branded Viber Gems debut in APAC with Nido Mother’s Day campaign

“NIDO 3+5+ has been the #1 Ally of Filipino moms for more than 50 years now. We take pride in supporting our moms in ensuring a healthy future for their toddlers. That's why we celebrate all moms as #1Moms! We're very excited to partner with Rakuten Viber for our Mother’s Day campaign. We see Branded Viber Gems as an innovative digital advertising tool in raising brand awareness and engagement but also a way to really connect with an evolving and modern audience,” says Gian Abaya, NIDO 3+5+ Brand Manager. “Given that 65% of Rakuten Viber users in the Philippines are women, we want to leverage this unique opportunity to boost engagement with our target market and deepen our connection with them during this highly anticipated celebration, a time when mothers get the spotlight, uplift each other, and also express love to those who raised them.”

“Seeing Filipinos’ enthusiastic response to Viber Gems, we seized the opportunity to introduce it to our brand partners as an inventive way to interact with their customers,” shares Karla Banua, Sales Lead, Advertising in APAC at Rakuten Viber. “We’re thrilled to roll out this Branded Viber Gems campaign in collaboration with NIDO 3+5+ and OpenMind for Mother’s Day, a cherished occasion in the country. This partnership allowed us to launch the first Branded Viber Gems campaign in the Philippines and across Asia Pacific. Together, we hope to set new standards for creating immersive digital solutions that enhance positive brand experiences.” 

The Nido-branded Viber Gems are accessible to users in the Philippines on May 11–15: both on mobile and desktop, matching fun and festive greetings will help celebrate Mother’s Day.

Curious about this ground-breaking tool for immersive advertising? Get in touch with us to learn more about branded Viber Gems