Chinabank's digital campaign for its redesigned mobile app was distinguished as the Best Program in Digital Marketing at the 2025 Bank Marketing Awards, held on November 28 at the BSP Complex in Manila.

The winning campaign, “My CBC: An App Fit for Beauty Queens” starring iconic mother-daughter duo Melanie Marquez (Miss International 1979) and Michelle Dee (Miss Universe Philippines 2023), positioned My CBC as an intuitive tool for connection and empowerment across generations. The video showcased the authentic bond between mother and daughter, made more memorable and shareable by Marquez’s “Melanisms.” Watch the video here: https://youtu.be/CPY4sG_sg_M?si=iImUiw6_2Qhp2t4l

Launched in May 2025, just in time for Mother's Day, the My CBC campaign generated immense social media engagement and viral buzz—over 14.1 million views on Facebook, YouTube, and Inquirer News.

The Bank Marketing Awards (BMA) program is a biennial event by the Bank Marketing Association of the Philippines, in partnership with the Bangko Sentral ng Pilipinas, to recognize and celebrate outstanding marketing, brand, and communication initiatives within the Philippine banking industry. The 2025 BMA received a total of 54 entries from 13 participating banks. Chinabank is one of just four banks to win an award at this year’s ceremony.