Amid controversies surrounding the “Love the Philippines” campaign slogan, recent data gathered by Capstone-Intel shows that the latter slogan received a “moderate” internet presence despite drawing broad criticism from various users from June 30 to July 31, 2023.
Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency.
Data from publicly available information were analyzed in order to scrutinize the internet presence of the “Love the Philippines” campaign during the height of the fiasco, resulting in public denunciation both on the national and international scene.
Number of searches
According to recently released data examined by Capstone-Intel’s advanced analytic tools, there were 1,950 queries made using the key phrase “Love the Philippines” on the search engines Google, Bing, and Yahoo.
Following a search by users for the exact phrase or subject, the campaign obtained a total of 17,247 visitors from organic search results. This means that there is now a moderate “Love the Philippines” internet presence, but in order to expand the presence of the campaign, the national government, through the Department of Tourism, should consider extensive information drives to increase its online visibility.
Keyword insights
In terms of the keyword insights of the “Love the Philippines” campaign, Capstone-Intel found 73.2 percent zero-click searches over the issue period. The term “zero-click searches” refers to queries performed in search engines that do not take consumers to a third-party website when they are presented with organic search results.
Meanwhile, Capstone-Intel evaluated that the intent of users searching the campaign is purely “informational,” which means users are not familiar with the campaign and are exploring the campaign to acquire additional information.
In a nutshell, the 73.2 percent searches that contained the phrase “Love the Philippines” and associated phrases were informational, showing a need to learn more about the deeper context and relevance of the branding slogan.
Traffic share
When it comes to traffic share, the state-run news media Philippine News Agency (PNA) led the website traffic for the “Love the Philippines” campaign, accounting for a 15.4 percent share of traffic online, followed by PhilSTAR at 13 percent and international news agency The Guardian at 10.1 percent.
On the other hand, video-sharing platform YouTube recorded a 9 percent website traffic share, while INQUIRER.net came in fifth with a 7.55 percent traffic share.
Interestingly, mobile reported a different traffic share with regard to the campaign. Youtube dominated with a 40.1 percent traffic share. Philstar also performed well on mobile, with 18.3 percent of traffic, followed by radio network Bombo Radyo at 7.94 percent, Rappler at 6.25 percent, and PNA trailing at just 3.56 percent mobile share.
Traditional news outlets and government websites controlled the most online traffic, but YouTube has surpassed them as the primary traffic driver on mobile devices. When these patterns of traffic across channels are understood, insights into the most effective content strategy for each platform can be gained by agencies attached to the tourism campaign slogan.
