Because of community-building, this local brand was able to raise P1.6M for animals

Three years into the cosmetic business industry, GRWM Cosmetics Inc. owner Mae Layug has collected new learnings, including the importance of community-building for brands.

Mae, who started as a YouTube content creator seven years ago, has witnessed the evolution of brands and marketing in recent times.

In an interview with GMA News Online, Mae said that aside from always being compliant when it comes to paper requirements and carefully choosing the right people to trust, it is also important to build a brand’s community.

“Very important part of marketing siya. Kasi sa community marketing, you will gather ‘yung mga loyal customers mo and ‘yung mga loyal customer mo, sila ‘yung mag-bu-boost sa brand, sila talaga ‘yung magli-lift. Lalo na ‘pag galing sa consumers, ‘di ba?” she said.

Mae continued, “In all honesty, people believe more when it comes from an actual consumer versus sa isang influencer, ‘di ba? They’re a big factor. I’m not saying na hindi important ‘yung mga big KOLs, but I think, when it comes to marketing the products, more of brand-awareness ‘yung binibigay nila.”

On top of the benefits the business will get from community-building, it also allows customers to have a relationship with fellow customers, as well as those within the brand itself.

“Masarap ‘yung pakiramdam na may community ‘yung brand. For example, may mga questions sila, sila-sila ‘yung naga-answer sa isa’t-isa, and at the same time, ‘pag may concerns sila, kumbaga mas close sila sa brand kasi mas reachable si brand, someone from the brand will definitely reply sa kanila,” Mae said.

Mae’s brand recently donated P1.6 million to the pet-centered foundation Pawssion Project by allocating all of the sales they made from one of their popular items, the Multi-use Milk Tint in the shade Pomelo, for the collaboration.

She said that the campaign was made possible because of the community that supported the brand.

“Hindi naman magagawa ‘tong campaign na ‘to without the support din ng community, kaya sabi ko super important na close ka sa community kasi sila ‘yung mga tao na parehas kayo ng vision, parehas kayo ng passion, and alam mo na they got your back and you also got their back, ‘di ba, by producing products na makaktulong sa kanila to help get ready,” she said.

The large donation they made is now being used for the foundation’s brand new clinic, a water tank, and a confinement area for newly rescued pets.

The collaboration also allowed them to build an open yard for new dogs, hold a free spay and neuter drive, and do a month’s worth of stray feeding. —JCB, GMA Integrated News