Award: CAMPAIGN AWARDS \ C24. Influencer Marketing

The online spending power of millennials in Asia is growing rapidly, representing more than 45% of region’s total population and according to Accenture’s analysis. However, was losing its mindshare among this target audience as it lacked a unique voice and resonance. With two focused objectives, we launched half the fun of travel – an integrated SEA campaign, co-creating authentic stories with influencers as KOLs were highly influential for our growth-driver markets.

The media engagement achieved PR value and organically driven an aggregated reach of 980,000 people, garnering over 343,000 engagements.

For the first time in 2017, grew their share-of-voice on SM, faster than their key competitors’ during the same period. More importantly, the campaign drove over 10,900 sessions with 91.5% of whom were new users. Over 93% of users from MY and TH reached the site through social links and referrals. This campaign was able to make first integrated campaign with influencers a success, achieving over 4 times in ROI.