“The best way I had a coronary heart assault.”
Should you’ve seen Lola Nena’s latest viral video on social media, the place a employees may very well be seen standing outdoors a retailer whereas the automotive behind her was backing out of the parking, you then would most likely know why a lot of the feedback on the video have been alongside the strains of experiencing a “mini coronary heart assault.”
The video rapidly gained consideration and drew some laughs (and a mini coronary heart assault) amongst netizens, with virtually 100 million views throughout Fb, TikTok, and Instagram.
Amongst those that have been entertained by the viral video have been Kapuso personalities Valeen Montenegro, Chariz Solomon, and Benjamin Alves.
“Apart from them being so good, I’ve ordered these donuts in worry that these reels may cease someday!” Ben commented on the video.
Lola Nena’s started using social media to advertise their merchandise in 2020. Nonetheless, in line with the model’s co-founder and COO Steffi Santana, the newest viral video was their most profitable in numbers and probably the most memorable for his or her crew.
Lola Nena’s co-founder and COO Steffi Santana. Picture courtesy of Steffi Santana
“It is memorable for me as a result of folks at all times say they love our content material, however it is just via this video that I felt an amazing quantity of individuals messaging me and tagging me on social media,” Steffi informed GMA Information On-line.
Lola Nena’s, identified for its old style donuts and pichi-pichi, has been crafting inventive and entertaining content material on social media because the top of the pandemic, and Steffi mentioned the concept of profiting from the web was all because of the lockdown.
“When the pandemic occurred, I used to be caught at dwelling, so I assumed, if all people’s staying in, how will they bear in mind Lola Nena’s? How are they going to see us?” she mentioned.
“So, I studied social media. I assumed if all people had their telephones and have been simply scrolling, then that is the one means we might be seen in the course of the pandemic,” she added.
Steffi credited the books she examine social media and advertising in head-starting Lola Nena’s social media presence, particularly “Contagious” by Jonah Berger.
“I obtained a whole lot of issues from that e-book on how you can be contagious and get folks’s consideration,” she mentioned.
“It is an consideration sport,” she added. “They see all these items on-line, so how can we resonate with the viewers?”
As somebody who’s chronically on-line, Steffi noticed limitless forms of content material she may do for Lola Nena’s, however her non-negotiable is to by no means do something onerous promote—and the one strategy to obtain that is to construct strong branding, which Lola Nena’s aced lately.
“Our content material’s viewers are being entertained, however little did they know that Lola Nena’s branding is already etching of their minds,” she mentioned.
Steffi’s crew, composed of younger Millennials and Gen Z’s within the inventive scene, is well-immersed in social media platforms to know what works and what does not.
“All day, they’re scrolling social media, they reside on-line to see what is going on on as a result of issues change so quick,” she mentioned.
“We truly spend extra time scrolling than the precise taking pictures of content material as a result of as soon as now we have the concept, it is simple to execute,” she added.
As a 35-year-old entrepreneur, Steffi mentioned being round younger folks not solely ignites wit and creativity for his or her content material but additionally radiates contagious constructive vitality of their office.
She additionally added that Lola Nena’s employees members are proud to be a part of the model as a result of folks acknowledge them from their viral movies.
“It provides a enjoyable work tradition, it makes them really feel proud to put on the uniform,” Steffi mentioned.
Since its introduction in 2012, Lola Nena’s has been a well-known merienda model within the Philippines. Apart from its old style donut and pichi-pichi, the meals model additionally presents palabok, pancit bihon, and gourmand tuyo, amongst others.
—MGP, GMA Built-in Information
