NBA Philippines: #RepublikaNgNBA

Ball is life in the Philippines. Despite over 62% of Filipinos priding themselves as NBA fans, NBA Philippines’ (NBA PH) social media performance paled vs. official fan groups, earning 43% less engagements on Facebook compared to the top fan community. To be the local voice of the NBA in the country, NBA PH transformed its socials into a PHan space like no other!

#RepublikaNgNBA (#RepublicofNBA) became the PHan’s home like no other, taking to Facebook, X, and TikTok with a unique triple-play strategy that hit nothing but net. To hook PHans, NBA PH banked on topics that mattered most. It played to their home-court advantage with content flexing Pinoy Pride, used nostalgia to pay respect to NBA past by hoping the present, and brought entertainment with relevant trendjacks and memes.

The play paid off: in creating a space for the greatest fans of the greatest game, NBA swept major fan-driven social platforms, generating 20 MILLION MORE engagements than impressions a month post-launch and gaining so much more on social:

• Fan commentary amplified by +237% on Facebook (vs. LY)

• Engagements boosted by +326% on X (vs. LY)

• Scoring 137M video views in just 8 months on TikTok