12,000 Influencers, 17,000 Pieces of Content
The scale of this campaign is almost mind-boggling. Over 12,000 influencers were mobilised, producing more than 17,000 posts, Stories, and TikTok videos. But this wasn’t just a numbers game. Each influencer was carefully chosen to align with CASETiFY’s brand identity and to resonate with local audiences in their home countries.
Localisation was the name of the game. A TikTok trend in Thailand may flop in Vietnam, and Instagram content that works in Singapore might not click in Indonesia. By tailoring messaging, visuals, and influencer selection for each market, CASETiFY ensured their content felt authentic, relatable, and impossible to ignore.
The Results Speak for Themselves
The campaign hit staggering numbers: 6 million people reached and over 10 million views. These aren’t just vanity metrics, they reflect genuine engagement and brand awareness across markets that are notoriously hard to penetrate.
Michelle Kwok, CASETiFY’s Marketing Manager, summed it up: “Consistently showed good results in our agreed KPIs and keep up with the fast-paced culture of our brand.” That’s high praise for a campaign of this magnitude, demonstrating that Kobe’s execution was both efficient and perfectly aligned with CASETiFY’s vision.
Mid-Tier Influencers: The Sweet Spot
While mega-influencers helped amplify reach, mid-tier influencers played an equally crucial role. Their audiences are sizable yet highly engaged, offering a perfect balance of visibility and authenticity. By tapping thousands of mid-tier influencers across SEA, CASETiFY achieved both reach and meaningful engagement, turning casual viewers into loyal fans.
Mid-tier influencers also added local flavour to the campaign. Each brought cultural insight and authenticity, making messaging feel personal and highly relevant. This approach ensured CASETiFY’s content was not just seen, it was felt.
Technology and Process: The Unsung Heroes
Managing 12,000 influencers and 17,000 content pieces is no small feat. It required sophisticated platforms, clear communication channels, and meticulous oversight. Kobe’s technology-driven approach ensured every influencer post, Story, and video adhered to brand guidelines while staying on schedule.
Real-time monitoring allowed the team to tweak campaigns on the fly, keeping content fresh, relevant, and perfectly timed. Agility and precision were key—social media trends move fast, and staying ahead meant constantly adapting.
Lessons from a SEA Success Story
What can other brands learn from CASETiFY’s influencer campaign in Southeast Asia? Here are some key takeaways:
- Localise or Lose Out: Tailor your campaigns to each market. Language, culture, and platform preferences matter.
- Scale Strategically: Numbers alone don’t guarantee success. Engagement quality matters as much as reach.
- Micro-Influencers Matter: Small but highly engaged audiences create authenticity and influence decisions.
- Leverage Tech: Effective management tools are critical for campaigns of this scale.
- Align KPIs with Brand Culture: Fast-moving brands need partners who can match their pace while delivering results.
From Challenge to Triumph
CASETiFY’s partnership with Kobe proves that a bold, data-driven, and highly localised influencer strategy can turn even the most fragmented markets into areas of opportunity. By embracing the diversity of SEA and executing flawlessly at scale, CASETiFY achieved top-of-mind awareness, millions of views, and genuine engagement across multiple countries.
Want to make your brand unmissable too? Partner with GetKobe and see how a tailored, data-driven influencer strategy can elevate your campaigns, drive engagement, and create a lasting impact across your target markets.
