Klook won awards for advertising and influencer marketing with “The Best You.” Influencer fatigue grew as creator payments expanded and content began to feel like advertisements, leading audiences to distrust recommendations. Klook continued influencer marketing through its global “Kreator Network” but changed the approach for 2025’s first global brand campaign. The campaign shifted focus from “how much” and “where” to travel toward “why” people travel, emphasizing adventure, culture, and rest. Instead of chasing popularity and follower counts, Klook prioritized sparking interest and cultural resonance by selecting creators with transformation stories rather than perfect reputations.
"With more and more marketing budgets in APAC going into creator payments, influencers have become the easiest, most scalable way to connect to audiences. But when content starts to feel more like advertisements, distrusting and dismissing influencer recommendations becomes the norm."
"In this campaign, we threw away the category norms of promoting the “how much” it costs to travel or “where” to go, and turned our attention to “why” we travel. Because people don't travel to get the best deals. Travelers strive to: Become more adventurous, by bungee jumping and sky diving; Become more cultured and open-minded, by exploring ancient sites that are millennia old; Become more rested and rejuvenated, by spa-hopping and lounging on the beach"
"With such a powerful message, we knew we couldn't follow the same soulless influencer playbook. Instead, we sought to rewrite it - prioritizing sparking interest (over scale), and cultural resonance (over follower counts). So, we weren't looking for someone at the peak of their popularity or with a picture perfect reputation. We were looking for someone in need of transformation, worth more than their view counts and engagement rates."
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]