What excites you about influencer and creator marketing, and how would you adapt a global campaign for the Philippine market given your understanding of local digital behavior?

Situation

While working at a regional e-commerce platform, we launched a 'sale season' campaign that was successful in Singapore but lacked traction in the Philippines. I noticed that Philippine audiences responded better to live selling and unboxing content on TikTok and Facebook, unlike the polished YouTube ads used in Singapore.

Task

I needed to adapt the campaign to resonate locally by leveraging the right creators and platforms while staying within the same budget.

Action

I recommended shifting 70% of the budget to micro-influencers who specialized in live selling and product reviews. I identified five TikTok creators with highly engaged audiences and co-created briefs that allowed them to showcase the products in a raw, unscripted way. I also integrated local humor and slangs like 'budol finds' into the captions. I monitored live selling sessions and provided real-time coupon codes.

Result

The localized campaign achieved a 4x higher click-through rate than the regional version, generated PHP 500,000 in sales attributed directly to creator content, and became a template for other Southeast Asian markets.