Amaiaserye: Unica Hija

"Unica Hija" strategically positions itself as a narrative portraying a young lady's journey toward independence, emphasizing her capability to make significant life decisions, such as buying her own house. Amaia Land aims to be an enabler in this journey, implicitly suggesting that affordable and quality homes are within reach of single, young adults. The campaign effectively communicates that the shift from living with parents to owning a home is a significant milestone in personal growth.
Amaia’s campaign stands out as a groundbreaking initiative that resonates with the evolving aspirations and demographics of Amaia Land's buyers, with 73% comprising individuals in their 20s and 30s in 2022. Focused on portraying the transition of a young woman into an independent homeowner, the campaign successfully aligns with the changing trends in the real estate market and the desires of a growing population of young, single individuals.
The campaign reflects the trend of departing from the traditional practice of living with parents until marriage, driven by rising income levels and increased availability of affordable housing options. "Unica Hija" aims to increase brand awareness among young, single individuals, encouraging them to realize that homeownership is now attainable, particularly with Amaia. Additionally, the campaign seeks to influence parents to support their children's quest for greater independence, challenging the prevalent over-protectiveness observed in Filipino parenting.
Furthermore, the campaign aligns with the gender demographics of Amaia's buyers, with female buyers outnumbering male buyers at 60%. The decision to feature a female protagonist in "Unica Hija" not only mirrors buyer statistics but also reinforces the campaign's innovative commitment to gender equality and the empowerment of women.
By October 2023, the campaign garnered 890,000 video views and 202,000 engagements on Facebook. These metrics demonstrate the campaign's effectiveness in supporting Amaia's online presence, which remains a significant driver of sales. From February to September 2023, Amaia generated ₱3.68B worth of unit reservations from Facebook, with 70% of these reservations coming from individuals in their 20s and 30s. The campaign's impact is not only evident in the numbers but also in the evolving aspirations of a new generation of homebuyers.