The Social Media Marketing category is dedicated to recognizing outstanding campaigns that utilize social media platforms to achieve marketing objectives. This category celebrates the strategic use of social networks, messaging apps, and text messaging services to engage audiences, drive sales, enhance brand visibility, and foster meaningful connections with communities or consumers emphasizing strategic engagement and innovative content to drive business results.

Organized by MMA APAC, SMARTIES Philippines - Celebration of Talent recognizes the most impactful modern marketing campaigns and outstanding innovations that have made a significant business impact in the Philippines.

"This award is a testament not only to Filipinos' creativity in rediscovering places and events that bring them ‘saya,’ but also to the robustness of Smart and TNT's mobile network as it supports seamless streaming and uploading of content nationwide," said Lloyd R. Manaloto, Smart FVP and TNT Group Head, who received the award alongside Smart SVP Kristine A. Go and Smart AVP Erika L. Apostol.

Launched in October 2023, the TNT Petmaloop Challenge urged content creators nationwide to feature interesting highlights about their communities and regions that give them "saya" or joy and upload them on TikTok. As part of the challenge, the participants could only use one TNT-powered smartphone, which they passed from one user to another in a relay. The brand enabled the participants to livestream their journey from Bulacan to Manila on the video-sharing app without interruption, a feat that successfully set the Guinness World Record for the Longest Travel Livestream for a total of 26 hours, 15 minutes, and 29 seconds.

This feat was powered by Smart's mobile network, which covers 97% of the country's population. The PLDT Group’s continued investments in enhancing its integrated network, including its robust 5G infrastructure, is aligned with the group’s commitment to deliver leveled-up customer experience across the country. 

Smart's innovative mobile products and services also contribute to the PLDT Group’s endeavors to narrow the digital divide, provide connectivity to all, and achieve the United Nations Sustainable Development Goals (UNSDGs) particularly SDG 9 – Industry, Innovation, and Infrastructure. These also reinforce the Group’s support for the Government's overall digitalization thrust.