MANILA, PHILIPPINES – The Digital Marketing Association of the Philippines’ (DMAP) Digital Congress (DigiCon) continued its successful run on the second day, held at the Manila Marriott Hotel in Pasay City on October 17, 2025.
Over 1,000 digital marketers were treated to compelling keynote speeches and panel discussions from some of the industry’s most respected leaders and personalities. Among the speakers was TikTok’s Head of Brand Partnerships, Jardy Adolfo, who presented “New Growth Through Unlocking Full Funnel” under the “Impact Brand-Building & Creative” session.
Creativity that drives performance
Jardy walked the crowd through how TikTok helps brands from awareness to conversion — and everything in between.
“At TikTok, we’ve always believed that creativity drives performance. What makes TikTok unique is that it’s not just a platform for entertainment — it’s a space where culture happens in real time, and where discovery leads directly to action. We’ve seen how trends can inspire purchases and how communities can drive entire product movements,” he said.
The power of the TikTok Community
Compared to other social media platforms, the TikTok community is different — users don’t just scroll; they engage, participate, and create.
This is where the performance loop comes in, where a piece of content starts as storytelling, then becomes an advertisement, and eventually evolves into social proof as people duet, remix, or comment on it.
“This continuous interaction moves audiences naturally through the funnel — from awareness to consideration and conversion — without feeling like traditional advertising,” he explained.
Data-driven connections that convert
The numbers back this up, as Jardy revealed that globally, TikTok users are 1.5 times more likely to immediately purchase a product they’ve seen on the platform.
Additionally, 73% of users say they feel a stronger connection with brands they discover on TikTok compared to other platforms.
“This connection is key. People are no longer looking for polished perfection — they want authenticity. The full-funnel approach means meeting audiences where they are and giving them something that feels real, relatable, and rewarding,” he added.
Empowering brands with technology and AI
TikTok continues to make it easier for brands through various solutions that optimize creative and media performance across the funnel — such as TikTok Shop, where brands can sell through live streams while integrating commerce seamlessly with content.
Beyond TikTok Shop, the platform is also developing tools powered by artificial intelligence (AI) to help brands identify trends, optimize creatives in real time, and measure performance accurately.
“Creativity is no longer just at the top of the funnel — it’s the engine that powers the entire journey. The brands that will win in the next era are those that embrace creative intelligence, human connection, and data-driven insight together,” Jardy concluded.
adobo Magazine is an official media partner of DigiCon 2025.
