SWAY by HAVAS Red is redefining the concept of influence in the digital landscape by focusing on authentic connections within niche communities that represent subcultures. This approach contrasts with traditional methods that rely on metrics like followers, reach, impressions, likes, and engagements, emphasizing the power of genuine voices, particularly on social media platforms.

By understanding the language of diverse subcultures, SWAY by HAVAS Red provides brands with a more genuine and meaningful way to engage with their audiences. It prioritizes targeted, more relevant, communication that brings real engagement and builds brand loyalty within specific communities. 

“Subculture-focused influencer marketing represents a significant shift in marketing. Previously reliant on traditional paid celebrity endorsements, we now harness the power of focused collectives,” said Jos Ortega, CEO of Havas Ortega and General Manager of HAVAS Red Philippines. “Influencers have become trusted leaders and catalysts for change. By curating collaborative campaigns that align with their core values and those of the subcultures they influence, we foster deeper engagement and brand loyalty, all while respecting the unique interests of these passionate communities.” 

“We are redefining influencer marketing in the Philippines,” added Dayniel Garcia, Head of SWAY by HAVAS Red Philippines. “The emergence of subcultures signaled the need to analyze and further explore the cultural context. Fortunately, we have proprietary strategic and measurement tools that inspire fresh approaches that deliver results.” 

At the heart of SWAY’s approach is HAVAS Ortega’s planning philosophy called Mx (Meaningful Experience) that is built on the confluence of the three C’s — Connection, Context, and Content — facilitating the delivery of the right message, in the right format, to the right audience at the opportune moment when they are receptive to messages and open to persuasion. 

In essence, SWAY by HAVAS Red Philippines redefines influencer marketing by championing a subculture-focused approach. In a world dominated by superficial metrics, SWAY by HAVAS Red sends a clear message that measurable, meaningful connections are the cornerstone of lasting impact. 

Interested in working with SWAY by HAVAS Red? Send an email to dayniel.garcia@havasred.com. 

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