For this campaign, we curated a diverse mix of KOLs, balancing male and female talent, primarily under 30 years old, with strong appeal in urban and athleisure segments. While the majority were athletic-focused creators, we also included a few lifestyle influencers to reflect the brand’s versatility in everyday styling.
As the products had not yet officially launched during the campaign period, all items were shipped from Malaysia, requiring careful coordination across all three markets.
Audience sensitivity was also factored into KOL selection. In Malaysia, where the majority-Muslim population tends to be more conservative, we strategically leaned towards Chinese influencers to ensure broader acceptance of the styling and content. Conversely, in Thailand and Vietnam, where the social climate is more open and LGBTQ-friendly, we embraced greater diversity and inclusivity in our talent pool.
Finally, we also prioritized influencers who still created carousel content, which is becoming increasingly rare in today’s Reels-dominated landscape. This helped maintain consistency with the campaign’s chosen format while allowing each KOL to effectively showcase the product details.
