Puregold grew its overall social media following by more than 100 percent during the pandemic, thanks to innovative digital moves that included launching a shopping app and producing entertainment content on its Facebook and YouTube.

“We pioneered ‘shoppertainment’ as a way of connecting and interacting where our consumers are; in or outside Puregold stores. Puregold Mobile now, has more than 780,000 users. We grew our Facebook’s organic following from 1Min January 2020 to 2.7M in July 2021. Our YouTube following is also gaining traction,” said Vincent Co, President for Puregold Price Club, Inc.

The global health crisis has resulted in retailers and businesses creating new ways to interact with consumers, most of whom are staying at home to work and learn. Others stay at home by choice for health reasons.

Going digital was, of course, the best way to connect with consumers.

"There is nothing better than face-to-face interaction, but digital communication is the next best thing. Digital allows for more customized content that strengthens customers’ loyalty to the brands and stores they patronize," said Co.

Puregold launched Puregold Channel on Facebook and YouTube late last year, just months after it unveiled the Puregold Mobile App, also called SALLY or Shopping ALLY, which allows its customers to shop for groceries with a few clicks on their mobile phones.

“We know that customers are already on their preferred social media platforms every day, so we decided to make our pages more engaging by asking celebrity endorsers like Boy Abunda and Luis Manzano to host shows on our Facebook and YouTube," said Co.

The shows became venues for Puregold to air promosand other branded content in entertaining and informative ways.

Puregold Channel will air its first digital series, “GVBOYS: Pangmalakasang Good Vibes”, on July 10. The sitcom, directed by Don Cuaresma, stars Jerome Ponce, Nikko Natividad, Dave Bornea, Elsa Droga, Wilma Doesn’t and Ms. Carmi Martin. It is the first Puregold Channel show filmed during a locked-in taping.

“Focusing on the customer experience, whether in-store or across a screen, and combining this with our creative vision, allows us to communicate with over 3 million followers and subscribers across all our social media platforms," said Co.