KLOOK: ONCE IN A 72-YEAR LIFETIME TRIP
Introduction
Singapore faced a challenge in captivating the imagination of Gen Z travelers, who were more interested in off-the-beaten-path adventures and destinations like South Korea and Japan. According to Klook’s Travel Pulse survey, less than 20% of young travelers had Singapore on their wish lists. To address this, a content marketing campaign called “The Bucket List” was launched, showcasing Singapore through the eyes of grandparents on adventures with their tech-savvy grandchildren.
Key Challenge: The campaign aimed to tackle two main issues:
- Shifting Perceptions: Gen Z travelers preferred unconventional adventures, making it hard for established destinations like Singapore to capture their interest.
- Content Disconnect: Traditional marketing approaches were ineffective with Gen Z, who were wary of overt advertising and sponsored content.
Marketing Strategy: Three key insights informed the campaign:
- Consumer Insights: Authenticity was crucial for Gen Z, who preferred genuine UGC content over mega-influencer promotions.
- Shared Experiences: Gen Z valued shared travel experiences with loved ones.
- Cultural Insight: Senior citizens were gaining popularity on social media, making them relatable and engaging for the campaign.
The Bucket List! Campaign:
- Ditching Tradition: The campaign used Klook’s micro-influencer community, focusing on genuine family dynamics over follower counts. Five grandparent-grandchild pairs were selected for their authenticity.
- Creative Concept: The pairs co-created personalized itineraries, highlighting both adventurous and traditional experiences in Singapore.
- Capturing Authenticity: The production was reality TV-style, focusing on genuine moments. Videos were shot vertically for platforms like TikTok and Instagram Reels.
- Driving Bookings: Kreators received unique promo codes embedded in videos, incentivizing bookings and allowing tracking of campaign success. They were compensated based on revenue generated.
- The campaign achieved 7x higher engagement than the industry average.
- Ads featuring grandparents doubled the average watch time and reduced cost-per-click by one-third.
- There was a +10% increase in searches for Singapore activities and a +34% rise in campaign sales.
- The campaign’s ROI was 10x higher than previous big-budget influencer campaigns.
- The success demonstrated that authenticity is key in content marketing, especially for capturing the interest of Gen Z travelers.
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