Emotional Connections With Brands - Are Influencers The Answer To It All?
The Influencer Marketing Revolution: How Brands Win in Southeast Asia
Influencer marketing in Southeast Asia is no longer about just follower counts—it’s about real impact. With the industry nearing a staggering $700 million, brands are now looking beyond vanity metrics and focusing on measurable performance. In fact, 78% of marketers prioritize conversion rates over reach, while 65% focus on direct revenue attribution.
So, what’s working? Authenticity, data, and the right influencers.
Why Micro and Nano-Influencers Are Stealing the Spotlight
Gone are the days when only mega-influencers ruled the marketing space. Today, micro (5,000-50,000 followers) and nano-influencers (1,000-5,000 followers) are proving to be more effective in building trust and engagement.
? Nano-influencers boast an average engagement rate of 4.85% (compared to just 1.48% for mega-influencers).
? Micro-influencers create deeper connections, driving stronger purchase intent.
Consumers today crave authenticity, and these influencers feel more like friends than celebrities—making their recommendations more powerful. Let’s take a look at some success stories of authenticity at the heart of marketing campaigns.
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Winning with Authenticity: Royco’s Success with Supermom
Royco, a seasoning brand owned by Unilever, has enriched the flavors of Indonesian kitchens for over 30 years. Despite being a top industry player, Royco wanted to foster stronger connections with the local audiences: Urban Home-Cooking Indonesian Moms. The goal? To showcase Royco’s ability to enhance home-cooked meals in a relatable and engaging way.
Leveraging our expertise in Community Marketing, Supermom activated a selection of urban area Key Opinion Moms (KOMs) from our network through? AI-powered precision targeting solution to share their experiences of creating home cooked dishes with Royco products, generating social chatter with their followers on social channels. The UGC campaign ran across multiple social media platforms. KOMs shared their culinary adventures by recreating signature recipes from renowned chefs - primarily using Royco's seasoning blends.
?? By engaging authentic Indonesian mothers as influencers, Royco:
Achieved 1.5 million+ engagements
Drove an impressive 19% engagement rate
Leveraging on authenticity and P2P trust at the heart of this campaign, the campaign generated genuine, heartfelt connections between Royco and home-cook Urban Mothers, effortlessly
Let’s build meaningful, genuine connections between your brand and your target audience. Drop us a message at the link below, and we’ll have one of our marketing consultants come back to you to discuss how we can reach your branding/marketing KPIs effortlessly:
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