Amaia Land’s Hating Kapatid

Amaia Land’s 2024 edition of its acclaimed digital storytelling series, AmaiaSerye, delivered one of its most heartfelt narratives yet through “Hating Kapatid.” The story centers on two siblings navigating life’s challenges while supporting each other’s dreams—including the pursuit of homeownership. By weaving together authentic dialogue, relatable milestones, and a culturally resonant theme, the campaign highlighted Amaia Land as a trusted partner in helping families turn aspirations into reality.

Storytelling That Resonates:
Targeted toward OFWs, young professionals, and starting families, “Hating Kapatid” tapped into universal emotions of sacrifice, perseverance, and familial love. Its strength lay in storytelling with empathy—capturing how sibling bonds endure across distance and time while subtly positioning homeownership as a shared goal worth striving for. This narrative approach elevated Amaia Land beyond being just a developer, reframing it as a brand that understands and supports life’s most meaningful journeys.

Cross-Platform SuccessL
The campaign was strategically rolled out across Meta, YouTube, and TikTok, maximizing its impact through tailored executions.

Meta drove 27.26 million reach, powered by in-feed video and strong organic sharing.

YouTube delivered 2.64 million reach, engaging audiences seeking longer, immersive stories.

TikTok added 2.56 million reach, appealing to younger markets with snackable content.

Collectively, “Hating Kapatid” achieved an impressive 32.46 million total reach, with the Philippines contributing 24.68 million, followed by UAE (4.99 million) and NZ & AU (2.79 million).

Why It Worked:
The campaign’s success can be attributed to three key drivers:

Authenticity – grounded in relatable experiences that mirror real life.

Platform Optimization – adapting storytelling to fit each channel’s strengths.

Audience Insight – recognizing that homeownership is not just a purchase but a personal, emotional milestone.

A Benchmark for Branded Storytelling:
By blending emotional resonance with measurable performance, “Hating Kapatid” stands as a benchmark for branded digital storytelling. Its ability to capture massive reach, foster deep engagement, and strengthen Amaia Land’s emotional equity positions it as a standout contender for excellence in a campaign for Brand Awareness.