Klook builds on fandom engagement in new influencer marketing campaign
Hannah Chiu: 'The Fandom Tour demonstrated that authentic community engagement, facilitated through influencers' channels and genuine passion, creates powerful brand connections.'
Klook reported strong results from its latest influencer marketing campaign, an extension of its Klook Kreator program.
The campaign moved away from a traditional paid social model, instead building engagement through fandom categories and content creators aligned with passion-driven interests.
Hannah Chiu, Klook’s Social Media & Influencer Manager ANZ, said: “We’re overwhelmed by the results that this campaign has delivered. Fandom-fuelled travel is becoming part of the zeitgeist for Gen Z and Millennials, and we wanted to tap into that authentically, without polished sponsored content or scripted messaging.
“The Fandom Tour demonstrated that authentic community engagement, facilitated through influencers' channels and genuine passion, creates powerful brand connections.”
A public voting phase attracted nearly 400,000 votes, with eight winners selected to travel on all-inclusive trips where they created and shared content with their audiences.
The approach has delivered a 154% increase in sessions for fandom-based experiences in Japan and South Korea since the campaign concluded.
Klook said the initiative supports its ambition to lead in influencer-led travel marketing, while continuing to grow the Klook Kreator program, which allows creators to earn while travelling.
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Chiu added: “Each category represents a subculture that has evolved from niche to mainstream among younger audiences yet remains underserved by traditional travel platforms.
"Targeting these eight distinct fandom communities rather than broad audiences allowed us to create deeper connections and higher engagement rates. We hope to continue to deepen relationships with these communities after creating what we feel is a sustainable influencer partnership model.”
The extension of the Klook Kreator program comes after the travel platform launched its ‘Travel Fully’ brand campaign across Australia, featuring The Wiggles star John Pearce as the face.
