Klook's summer campaign let every HongKonger play 'travel goddess' with four YouTube stars

Amplify the March campaign message of joyful travel, overseas and in-town, and invite everyone to be a 'travel goddess' (旅神): whatever your travel behaviour, Klook has the best-fit offers.

Four influencers with opposite travel styles holiday together, showing any kind of traveller fits on Klook — then a personality test tells you which traveller you are

A citywide campaign running to 6 August 2023: collaboration videos with 東方昇 and NatNat from 100 Most and Ka Ying and 近南哥 from FH Production on a Thailand trip, a mini-site, social feeds, a travel personality test with shareable results and exclusive incentives, plus press, affiliates, display and programmatic ads and CRM.

270K YouTube views six days after launch, with commenters praising the four influencers' interactions (checked by Marketing-Interactive on YouTube).

In July 2023 online travel platform Klook launched a citywide Hong Kong campaign inviting everyone to be a 'travel goddess' (旅神), running to 6 August and amplifying the message of its March Mega Campaign — joyful travel experiences with Klook, overseas and in-town — with creative agency Frengers Communications.

The campaign features influencers from two YouTube channels, 100 Most (東方昇, NatNat) and FH Production (Ka Ying, 近南哥), on a trip to Thailand. Through the artists' dilemmas and interactions, audiences see that however different their travel buddies' styles are, a joyful trip is still possible with Klook's comprehensive offerings.

A travel personality test invited audiences to identify their own travel personas, share results on social media and unlock exclusive travel incentives. The media plan spanned social, press, affiliates, influencers, display and programmatic ads, CRM and crossover digital happenings with the two channels, aimed at young segments.

Marketing-Interactive checked YouTube six days after launch and found 270K views, with netizens saying they enjoyed watching the four influencers' interactions.

Conflict between travel personalities is the comedy engine — and the product demo, since Klook serves both.

Phase two turned phase one's borrowed awareness into personal identification through the personality test.

Crossover content with established channels reaches young Hong Kong audiences the brand could not buy cheaply.

Shareable test results make the audience carry the campaign's tagline for it.

Casting creators with opposite travel styles dramatises 'something for everyone' instead of claiming it, and a shareable test converts viewers into leads.

The campaign ran until 6 August 2023; Marketing-Interactive reported no conversion figures beyond the early YouTube view count.