Influencer marketing is the dominating advertising trend in Asia-Pacific. It is used by brands of all kinds, from rising startups like GoJek, to major corporations like Samsung. If you're planning to expand your business in Asia, then influencer marketing would be the best way to enter. But, to create an effective campaign, you'd first need to look into how brands have done it in the past. The hard part is done—we've already compiled the best examples for you to take lessons from!
With influencer marketing's ever-increasing market size, there is no doubt as to why it became a go-to strategy for marketers and brand owners. Social media apps have dominated internet users' phones, from TikTok, Twitter, Instagram, to YouTube. These social media platforms are kingdom-like spaces for influencers and content creators. The general population in Asia follow these influencers to get product recommendations, reviews, and opinions.
Understanding influencer marketing may seem easy enough. However, creating your own campaign is another matter. To make sure that the strategies you implement are apt for the Asian communities, you must first look into what succeeded in the past.
In this list, we have curated killer examples of influencer marketing in Asia. Let's take a look!
10 Influencer Marketing Campaigns in Asia ⬇️
1. Kaikatsu Club: NETCafe VR
Country: Japan 🇯🇵
A Japanese cafe chain, Kaikatsu Club, launched a virtual reality service in Japan where customers can play numerous VR video games while enjoying a beverage or a meal. For this campaign, Kaikatsu Club partnered with a famous Japan influencer, popular TV personality, and cosplayer Enakorin.
Enakorin is popular in the world of anime—a Japanese art that is responsible for many mangas (Japanese comics) and TV shows across the country. Enakorin is also known for her passion for video games, making her a perfect choice to represent Kaikatsu's new VR entertainment feature. Kaikatsu Club and Enakorin teamed up with TimeLine Japan on YouTube to spread the brand message, and has gained 17,000 views since its release.
2. American Express
Country: Singapore 🇸🇬 Influencer: Yik Keat
American Express collaborated with Millennium Hotel Asia and Yik Keat, a Singaporean influencer, to create a campaign on social media to promote their offers. Using hashtags #AmexSG, #StaycationSG, and #millenniumhotelsasia, Yik Keat encouraged his audience to experience Millennium Hotels & Resorts with special offers from Amex Card on the Amex mobile app.
Yik Keat made a video to show his staycation experience at Millennium Hotel and also illustrate how easy it is to use American Express, a card that can be used anytime, anywhere. The video campaign was a success, reaching 28,400 views and 4,400 likes on Instagram.
Premium Instagram influencers are a great fit for brands from luxury and hospitality industries.
3. Mobile Legend
Country: Malaysia 🇲🇾
Influencers: Alyssa Dezek, Jake Hays & Gail Lazaroo
Mobile Legends is a mobile multiplayer online battle arena (MOBA) which has become famous in Southeast Asia, and has been planning to expand its reach. The brand partnered with Alyssa Dezek, a young YouTuber who has amazing song cover videos and guitar skills, to promote the product.
In the video campaign, she encouraged her audience to download the game and join her at the Mobile Legends: Bang Bang 515 e-party. As a result, the campaign has reached 175,000 views.
Music creators can achieve amazing organic reach by covering game, anime or movie theme songs.
4. YSL x PONY
Country: South Korea 🇰🇷
Yves Saint Laurent Beauty made a promotional video for their newest product, “Vernia Levre Water Stain”. Yves Saint Laurent Beauty, or more known as YSL beauty, did a collaboration with PONY, a famous Korean beauty YouTuber that popularized Korean beauty trend worldwide.
PONY created a 6-minute video showing her review and swatches of the latest Vernia Levre Water Stains. PONY's popularity in Korea and worldwide helped this video to reach 1,000,000 views.
Well-selected mega creators are good choices for brands that are looking for content quality, start power and wide audience reach.
Country: Japan 🇯🇵
Influencers: AMIAYA, Mademoiselle Yulia, Rinco, and Saki.
SK-II launched the first-of-its-kind augmented reality pop-up shopping destination in Tokyo, Japan—SK-II Wonderland—a store that brought to life personalized skincare shopping in an immersive experience, integrating technology, art, and beauty, all under one roof.
SK-II and Brave Bison recruited influencers who were aligned with SK-II values to reach the targeted audience. It was a long-term collaboration where they worked together throughout the entire creative process, directing, and producing video content which featured the store.
The campaign videos were intended to raise brand awareness and showcase the immersive, artistic, and technology-driven personality of the SK-II Wonderland activation. The campaign featured four influencers in Japan: AMIAYA, Mademoiselle Yulia, Rinco, and Saki.
6. Disney+ Singapore
Country: Singapore 🇸🇬
Influencers: Jianhao Tan, Kevin, Vincent, Ridhwan, Debbie, Tasha, Denise, Jasmine
Jianhao Tan, a famous Singaporean YouTuber with over 4.8 million subscribers, made a short partnership video with Disney+ Singapore along with other influencers such as Kevin, Vincent, Ridhwan, Debbie, Tasha, Denise, and Jasmine.
In this campaign, Jianhao Tan made a short comical-funny video illustrating 16 types of people watching Disney+. The video went viral and has been viewed 3 million times.
This campaign demonstrated the importance of video content marketing during digital transformation. Disney+ is a fully digital product. By working with YouTube creators, Disney+ can not only increase brand awareness, but also directly sell products to consumers.
7. Pantene Malaysia
Country: Malaysia 🇲🇾
#WanitaBesi, a powerful Pantene advertising campaign, is a unique Malaysian interpretation of “Strong is Beautiful”. The short video campaign was shot by production house Think Tank, and was titled WanitaBesi (In English: Iron Lady). In Malaysia, it is a term that is traditionally used as an insult to “unfeminine” women. The narrative shows each of the female characters overcoming adversity.
For this campaign, Pantene collaborated with Yuna, a Malaysian influencer and famous singer, and the quintessence of contemporary #WanitaBesi. This campaign is a statement to all the strong women who soar above society's expectations—proving once and for all that strong is always beautiful.
8. Sunsilk Indonesia
Country: Indonesia 🇮🇩
Influencer: Satya Winnie
For its Indonesian customers, Sunsilk created a campaign titled “Dare to Dream with Sunsilk,” collaborating with Satya Winnie, a travel influencer and journalist who has big dreams of traveling the world and has succeeded in realizing her dream. In this campaign, Sunsilk encouraged the audience to make their dream come true, do it bravely and unstoppably, and continue to shine.
The campaign was unique because it combined documentary video and animation forms. The campaign was a big hit, gaining 7.8 million views on YouTube.
9. Dove Philippines
Country: Philippines 🇵🇭
Influencers: KZ, FANA, Leanne & Nara, and Maysh
To increase their brand awareness, Dove Philippines made a YouTube campaign “My Hair, My Say'', which aimed to inspire women to wear their hair any way they want. The campaign first started as a song, and is now an anthemic movement motivating women to break free from stereotypes and embrace their version of beautiful hair.
Dove carries this to life in the new “My Hair, My Say” remix music video with a big lineup of real Dove girls owning their beautiful hair, along with the hair transformations of empowering female Filipina artists: KZ Tandingan, FANA, Leanne, and Naara, Reese Lansangan, and Maysh Baay.
Country: Indonesia 🇮🇩
Tokopedia is a prominent Indonesian technology company specializing in e-commerce. Since 2019, BTS, a leading K-pop group, has been chosen as Tokopedia's brand ambassador. Through this collaboration, Tokopedia also announced the "Tokopedia #1 Everyday" campaign where users are encouraged to visit Tokopedia and shop every day. In this partnership, BTS has also released exclusive contents that will be available only on the Tokopedia platform.
Tokopedia uses the brand activation strategy to encourage the public to do their best everyday, with Tokopedia accompanying them every step of the way.
This 15-second video is the most anticipated kick-off of a series of content collaborations between Tokopedia and BTS. The short video has been viewed 68 million times since it was released on YouTube. Tokopedia also uses branded hashtag #TokopediaxBTS #TokopediaSaja to boost its visibility and brand awareness.
The challenge for advertisers in Asia is to find the influencers who are culturally relevant, who resonate with their target audience, and to use the appropriate language on different social channels. This blog post has explored influencer marketing by looking at 10 examples from 6 Asia countries—Japan, Malaysia, Singapore, Philippines, South Korea, and Indonesia.
We hope you learned something from these killer examples, and we hope you can take the best attributes of these campaigns and apply them to your own marketing launch.
If you would like to explore more about marketing in Asia, check the AJ Marketing Blog.
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