Discovering Routes travels with four young Filipinos to the Cordilleras of the Philippines to learn about their culture and hop on an inward journey to self-discovery. Elaine, Calvin, Feih and Alex bond through coaster rides, shamanic rituals, and ghost hunts, and make new friends on an 11-day adventure. But through the fun experiences, they gain perspective into their bicultural challenges and growing pains that only an epic journey home can give.
Discovering Routes was created for the young multicultural audience who seek big life adventures through traveling to their ancestral lands. As travel and technology become more accessible, the world becomes a smaller and more connected place. Multiculturalism becomes the new mainstream. Every human's desire to be unique and stand out becomes the impetus to understanding cultural stories. What is each person but a collection of micro-stories passed down over time? From generational wisdom and practices, each one's nuances – challenges, successes, and motivations – become clear, breaking the phenomenon of global citizenry into bite-size stories.
The full production of Discovering Routes travels with Diskubre was made possible by a partnership with the Philippine Consulate General of New York. With $75,000 and the goodwill of many residents and tribal leaders of the Mountain Provinces, an 11-episode digital series was created. Weekly content was promoted through a digital ecosystem between YouTube, Facebook, and Instagram tactics and collaborations with content contributors, influencers, and partners. This made the content a true reality vlog where the stories were the centerpiece – no stars or big endorsers, but good old-fashioned storytelling. The ROI is resonance and engagement that validates that in this ever-changing world, there are still more things that makes us similar than different.
The new series Discovering Routes Travels with Diskubre was the first of its kind, bringing young multicultural millennials back to the land of their ancestry. The series trailer launched in September 2018 with more than 90K views and over 400 likes on Facebook.
Leading up to launch, the show generated 145K total video views (across Facebook, and YouTube, 7/1/18-9/27/18). In 2018, our owned social ad campaigns garnered more than 1.2M impressions across Facebook and Instagram.
Discovering Routes travels with Diskubre YT [Sept 2018-Dec 2018]: 21.4K Video Views
Discovering Routes travels with Diskubre FB [Sept 2018-Dec 2018]: 314.1K Video Views
Discovering Routes travels with Diskubre FB Ad Campaigns: (Impressions) 867.4K, (Reach) 573.9K