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‘The Best You’ marketing campaign has received Bronze in Advertising and Gold in Influencer Marketing at The Drum Awards. In response to influencer fatigue, Klook launched its first world model marketing campaign specializing in the emotional causes behind journey. Here is the case examine that impressed the judges as submitted.
With an increasing number of advertising budgets in APAC going into creator funds, influencers have turn out to be the simplest, most scalable means to connect with audiences. But when content material begins to really feel extra like ads, distrusting and dismissing influencer suggestions turns into the norm.
But we won’t run from influencer advertising. Especially not Klook, who constructed its model on influencer advertising by means of their ‘Kreator Network’ (an associates program for content material creators across the globe). If influencer advertising needed to thrive amongst a wave of influencer fatigue, one thing direly wanted to alter.
And in 2025, Klook was launching its first ever world model marketing campaign, ‘The Best You’. In this marketing campaign, we threw away the class norms of selling the “how much” it prices to journey or “where” to go, and turned our consideration to “why” we journey.
Because folks do not journey to get the most effective offers. Travelers try to:
- Become extra adventurous, by bungee leaping and sky diving
- Become extra cultured and open-minded, by exploring historic websites which can be millennia outdated
- Become extra rested and rejuvenated, by spa-hopping and lounging on the seashore
With such a robust message, we knew we could not observe the identical soulless influencer playbook. Instead, we sought to rewrite it – prioritizing sparking curiosity (over scale), and cultural resonance (over follower counts).
So, we weren’t on the lookout for somebody on the peak of their recognition or with an image excellent repute. We had been on the lookout for somebody in want of transformation, price greater than their view counts and engagement charges.
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We had been on the lookout for an irresistible redemption story.
Marie Kondo: From Lifestyle Guru to Travel Ambassador
Enter Marie Kondo. A as soon as world-famous way of life guru who championed immaculate tidiness that sparks pleasure. Now, years previous the peak of her fame and dealing with backlash for getting messy after having kids.
Where different manufacturers would have shunned her, Klook leaned in. In Klook’s eyes, Marie wasn’t having a downfall, however within the midst of a metamorphosis.
To kick off our ‘The Best You’ docuseries, Klook featured Marie in a model new gentle. Bringing her out of the snug confines of house and again to her hometown of Japan, we introduced Marie on a journey of transformational journey experiences – going from a samurai to a dancing robotic to a kintsugi girl all in sooner or later, Marie allowed herself the room and beauty to strive, fail and snigger at herself. No longer simply completely tidy, now embracing the silliness, surprises and messy in-betweens of life.
Expanding the Story Across APAC
The buck did not cease there. Marie was simply the place to begin for a worldwide docuseries all about how journey transforms all types of individuals. In the next episodes, we featured influencers from across the area – Bharti Singh (India), John Pearce (Australia), and Ditto Percussion and Ayudia (Indonesia), every discovering their very own private greatest selves by means of journey. This allowed us to indicate a variety of transformational journey journeys, whereas producing extra native resonance with acquainted faces.
Ultimately, by means of our collection, our ambassadors had been greater than mouthpieces to promote our companies. They had been dwelling, respiration proof that anybody and everybody can rewrite their story.
Results That Speak for Themselves
By chasing emotionally resonant tales as an alternative of view counts, we skyrocketed Klook to the middle of cultural conversations – garnering over 729 million PR impressions, greater than 1,000 items of unpaid protection, and reaching #1 Share of Voice in APAC.
More importantly, we introduced transformation to actual folks – turning Marie from the failed queen of unpolluted to a trusted voice in journey, and galvanizing over 500 different KOLs to journey and uncover their greatest selves.
Through our marketing campaign, Klook rewrote what affect seems to be like – from endorsements to private tales that individuals select to observe.
Ready to get your work acknowledged on a worldwide stage? Enter The Drum Awards immediately. Need extra inspiration? Read our Award Winning Case Studies.
This web page was created programmatically, to learn the article in its unique location you’ll be able to go to the hyperlink bellow:
https://www.thedrum.com/awards-case-study/how-klook-transformed-marie-kondo-from-lifestyle-guru-to-travel-ambassador
and if you wish to take away this text from our web site please contact us
