Yellow Cab is the fourth largest pizza company in the Philippines, but in 2016 they were the last to launch a pizza delivery app. In order to increase downloads, BBDO Guerrero created ‘Thumb-Made Pizza’. This initiative highlighted the ease and convenience of using an app to order pizza by creating tongue-in-cheek videos for Facebook and Instagram that show ‘thumbs’ making pizza. During the campaign, over 2.8 million people watched the ads, and in less than a year the app had more than 100,000 downloads on Google Play. This is the most successful social strategy by any pizza brand in the Philippines ever.