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Manny Pacquiao Foundation

The PROJECT

Engage Manny Pacquiao’s devoted fans and inspire them to join his fight outside of the ring.

The Services

  • Art Direction/Design
  • Copywriting
  • Web Design and Development

  • Digital and Social Strategy
  • Social Content
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The Story

While Manny Pacquiao’s career is built around knocking his opponents down and out, he has devoted his life outside of the ring to building people and their communities up.

So how do you get a boxer’s loyal fanbase as excited about defending communities as they are about the art of self-defense?

The answer is Storytelling.

And luckily, Manny Pacquiao just so happens to have a very compelling story. One that transcends the world of boxing.

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The Manny Pacquiao Foundation

Manny Pacquiao’s story begins as a stow-away on a boat bound for Manila, determined to pursue his dream of becoming a boxer and fighting to free his family from abject poverty.

Since finding success as a boxer, Manny has devoted himself to public service and donated more than one-third of his career earnings to charity.

Born from a fighter’s resilience, the Manny Pacquiao Foundation is inspired to provide life-changing support and resources to those in need.

“Thank you to every person who has told me I can’t. You are just another reason I will.”

—Manny Pacquiao

The Strategies

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ELEVATE the Manny Pacquiao Foundation and its reach by sharing the breadth of the foundation’s work and ways to support it.



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INSPIRE others to make a tangible difference in the world alongside Manny and his foundation.

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GENERATE buzz around the foundation by leveraging Manny Pacquiao, boxing, and giveaways

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ENGAGE with Manny Pacquiao’s devoted fans, and inspire them to join his fight outside of the ring.

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CELEBRATE donors and emphasize the foundation’s appreciation for their support.

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LEVERAGE the large Filipino audience by engaging with them in Tagalog.

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August Donation Campaign

IN AUGUST 2021, we ran a social media donation campaign with these objectives:

Highlighting the foundation’s new partnership with CAMELEON
Driving donations for the CAMELEON and MPF initiatives
Creating hype around the Pacquiao vs. Ugas fight that took place August 21st, 2021

We pushed social posts informing audiences about CAMELEON and the initiatives that the partnership would be supporting, driving donations for those initiatives.

We also held a month-long social media giveaway asking followers to tag their friends and make a donation to the foundation as a bonus entry. Giveaway prizes included Facetime calls with Manny Pacquiao himself, signed Pacquiao posters, and signed boxing gloves.

The giveaway had 370+ participants

121.5K total impressions

Between two posts promoting the giveaway, across platforms (Twitter, Facebook and Instagram)

LIKELY THE MOST EXCITING ASPECT of the donation campaign was Manny Pacquiao’s televised fight against Yordenis Ugas. With a majority of the foundation’s social following being die-hard Pacquiao fans, this was a huge opportunity to create excitement around not only Pacquiao’s fight in the ring, but also his fight for communities around the world. Between August 18th and 22nd, we spread the news that Manny Pacquiao had secured an anonymous donor that would be matching ALL donations (up to 25K) made between those days.

Donations AND the number of donors MORE THAN DOUBLED THE MONTHLY AVERAGE compared to the seven months before

11% increase in followers

At the end of the campaign on Instagram and Facebook

1.1 million impressions and 24.5K engagements

across all platforms