Influencer Marketing

Brands that connect and establish relationships with their audience’s key influencers are the ones to learn from.



Recharged Hair Recharged Me

Over the decade, Pantene conditioner’s sales kept decreasing. Where shampoo product category reached 98% market penetration, conditioner category stayed low at 16% market penetration. All the effort of using various top beautiful mega celebrity in the communication didn’t seem to move up the sales. So, for the first time ever, we disrupted the market by using a brand ambassador that no other beauty brand ever thinks of—someone who is very “un-Pantene”.

Brand: Pantene
Client: Procter & Gamble
Agency: Dentsu Creative Indonesia

Girls' fashion's first virtual influencer

How does a brand that’s reached category leadership via innovation and original style, sustain its price premium in the face of all-powerful discount-seeking e-commerce algorithms? In the case of Chinese girls’ fashion brand BalaBala, the breakthrough was in building a more direct relationship with its dual audience of girls, the look-conscious wearers, and their value- and safety-conscious mums. GuYu, China’s first age-appropriate virtual influencer, was activated across online and offline events, to help BalaBala increase WeChat membership by 25%, average transaction value by 14%, and overall sales value by 30%.

Brand: Balabala
Client: Zhejiang Semir Garment
Agency: Ogilvy Shanghai

Golden Wisdom

Turning Traditional Culture into modern art-vertisements. The traditional Chinese Calligraphy art is well appreciated by the Chinese affluent banking customers. It is an art that is traditionally used to impart wisdom. RHB had taken a bold step to be the first bank in Malaysia to collaborate with Ong Chia Koon, a renowned Chinese Calligraphy artist, and Jaemy Choong, a talented young designer, to produce masterpieces that cleverly turned to Art-vertisements.

Brand: RHB Bank
Client: RHB Banking Group

2023_ap_2023_ss-if001_hero_1 Tourism New Zealand A 'Booster' of Happiness
2023_ap_2023_ss-if010_hero_1 Oreo How Oreo influenced a Billion cricket fans
2023_ap_2023_ss-if003_hero_1 KFC KFC Degustation

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