Global Marketing Campaigns Spotlight Influencers as New PR Icons

Once upon a time, in the era when television and movie theatres ruled, our favorite TV personalities or regional movie stars graced the media. From being appointed as the regional ambassadors of brands to gracing launch events as guests of honor, movie celebrities, and singers lent their star appeal to marketing and advertising campaigns initiated by brands worldwide.

Since the rise of social media, apps like Facebook, YouTube, Instagram, and TikTok have become our new entertainment channels, replacing television screens and giving way to a new breed of PR celebrities known as the “influencers”. 

Consequently, influencers have emerged as the new PR celebrities, helping brands drive awareness and consumer engagement through their extensive reach and authentic content. Moreover, companies are leveraging influencers not just for online promotions but also for integrated PR and marketing campaigns that span various platforms and geographical locations.

Let’s check out some notable campaigns that have successfully incorporated influencers to reach relevant target audiences, creating an impact on local, regional, and global markets, including Malaysia.

1. Influencer Marketing Campaign Transcending Borders

Ulike, a popular IPL hair removal device for home use, launched a successful global campaign leveraging influencers worldwide. On their global Instagram page, Kim Kardashian declared her love for the painless and portable hair removal device, creating buzz and credibility around the product.

In Malaysia, Ulike collaborated with local influencers, beauty influencers, and the Malaysian badminton team to test, review, and endorse the device. Content ranged from unboxing videos to live demonstrations and personal testimonials on Instagram and TikTok. At the 2023 Ulike Beauty Tech roadshow, mega influencers like Neelofa, Izara Aishah, Loui Lim, and Phei Yong added star-studded appeal, drawing a massive crowd turnout.

For their 2024 spring launch, Ulike hosted an event in Thailand featuring Thai actress and Ulike’s Southeast Asian brand ambassador, Davika Hoorne, alongside Thailand’s top KOLs, creating significant buzz with beauty media representatives across the region.

Similarly, Dyson excels in social media and influencer marketing, leveraging influencers and celebrities to build brand awareness. By collaborating with creators and influencers globally, Dyson demonstrated their expert technology in everyday products, enhancing user experience and gaining advocacy and credibility from beauty influencers.

2. From Online to Offline: Influencers Bridge the Gap

The integration of online influencer promotions with offline events is a powerful strategy to enhance brand visibility and engagement. Brands are now inviting influencers to appear in person at product launches, special events, and live sessions, adding a tangible element to their digital presence.

For example, the renowned Japanese clothing line, Uniqlo, regularly executes campaigns involving influencers whenever they have a new season of clothing or a new branch launched. The events often feature live demonstrations, Q&A sessions, and meet-and-greet opportunities, which were simultaneously broadcast on social media platforms. This hybrid approach allowed the brand to reach a wider audience while creating an immersive experience for attendees.

3. Tapping into International Movies for Awareness of Key Issues

Influencers in Malaysia attended the Barbie movie premiere and took photos at the photo booths, spreading the message of women’s empowerment.

Movies have always been a powerful medium for storytelling, and brands are increasingly partnering with influencers to tap into the cultural conversations they spark. The release of “Barbie” in 2023 was a prime opportunity for brands to highlight themes of women empowerment. Influencers and their daughters were invited to a movie screening of “Barbie” which also served as a platform for sharing content, personal stories, and discussions around female empowerment.

The distributors of Barbie the Movie engaged influencers worldwide to promote the movie and its feminine empowerment messages.

Similarly, companies and brands that prioritize mental health values and principles can collaborate with mental health professionals and KOLs advocating for mental health in connection with the “Inside Out 2″ animation movie, which emphasizes our mental and emotional well-being. Leveraging influencers who share authentic content about their mental health struggles can foster more open conversations about mental well-being among their followers.

4. Malaysian Influencers as Global Brand Ambassadors

Appointing local influencers as brand ambassadors is a strategy that provides long-term benefits. In the past, global beauty brands worked exclusively with Western celebrities as the face of the brand, but this has changed in recent years. Beauty brands started to look at the level of influence a celebrity holds through their social media popularity. This means that even if you’re a celebrity, you may not necessarily be an influencer.

Examples of Malaysian influencers who were appointed as the face of beauty brands include Neelofa who was appointed by Lancome in 2017, the brand’s first hijab-wearing personality. L’Oreal Paris chose two popular actresses to be the brand’s “digital collaborators” in the Asian territory: Siti Saleha (@sallywho) and Anzalna Nasir (@anzalnanasir88), even going so far as to represent Malaysia at the L’Oreal Paris Fashion Week 2019.

Besides becoming the face of the brand, the brand ambassador has the role of continuously promoting the brand’s values and products over an extended period. This builds trust in the brand through the influencer’s authentic content, building a stronger connection with its target audience.

5. Influencers Leading Special Sessions or Workshops

Engaging influencers to lead special sessions or workshops, either online or in-person, is no longer a foreign concept. This approach positions influencers as experts and educators, providing value to their followers while subtly promoting the brand.

For example, Dove, a well-known personal care brand, began creating awareness among hijab-wearing women on the benefits of their shampoo and conditioner to maintain scalp and hair health, especially in Malaysia’s hot and humid tropical weather. In September 2023, Dove ran a successful workshop to provide hair, scalp, and beauty care tips for hijab-wearing females. Participants were chosen from consumers who submitted their authentic, personal stories as hijab-wearing Muslim females. Following this hijab-focused haircare workshop, Dove will once again run another hijab workshop in 2024, this time led by local influencers. The campaign was rolled out on the ground in partnership with Guardian, inviting consumers to submit both a proof of purchase and a photograph of their most confident moment to be in the running to win a ticket to the hijab workshop.

In another example, content creator and influencer Jenn Chia (@soimjenn) was invited by LAC Malaysia to lead a wellness day, involving a yoga session, sound healing and sleep meditation, and mood talk by an LAC-certified nutritionist. 

As a company that specializes in health and wellness products, particularly supplements and vitamins to support various health needs, LAC Malaysia had chosen Jenn for her influence and widespread appeal that resonates well with Malaysian target audiences. Jenn’s credibility and engagement in the wellness and lifestyle space make her an ideal partner to promote LAC’s health and wellness products, enhancing brand awareness and fostering a deeper connection with potential customers.

Authentic Connection, Impactful Marketing

Influencers have undeniably become the new PR celebrities, with their ability to connect authentically with audiences and drive impactful marketing campaigns.

From global product launches and movie collaborations to hybrid online-offline events and long-term ambassadorships, brands are leveraging the power of influencers to create compelling narratives and engage with consumers on a deeper level.

In Malaysia and beyond, these strategies have proven to be effective, highlighting the dynamic role of influencers in modern PR and marketing landscapes.

As brands continue to innovate and adapt to the ever-changing digital environment, the partnership between influencers and brands will only grow stronger, offering endless possibilities for creative and effective campaigns.

Ready to elevate your TikTok marketing strategy? Discover how KOL Radar’s AI-powered influencer campaign dashboard can help you stay ahead of trends and maximize your campaign’s impact. Visit KOL Radar today and transform your social media presence!

If you would like to know more about influencer marketing, feel free to consult KOL Radar for free at https://www.kolradar.com/my/solution.

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