AsiaKOL X Trend Micro in Brand Ambassadors Campaign Journey to reach a new consumer base
As information security awareness rises, Trend Micro, a major antivirus software company, targets expanding its existing customer base. Trend Micro collaborates with AsiaKOL under this goal to launch the Brand Ambassadors Campaign. AsiaKOL decides to recruit KOLs from different professional backgrounds to serve as brand ambassadors. Different from the usual single-time cooperation model, this campaign will last for 6 months to conduct diversified long-term communication. The ambassadors will promote products with down-to-earth stories, to shorten the distance between anti-virus software and the public.
The communication of Trend Micro’s brand ambassadors: Content from various perspectives to expand the customer base
Trend Micro has long been active in the software information industry as the leader in antivirus software. The brand is also the partner of hundreds of thousands of companies around the world. However, as the customer base of anti-virus software is relatively undiversified, Micro Trend wants its products to reach more potential users. By collaborating with AsiaKOL, we set up the Brand Ambassadors Campaign, with male potential users and people who are in computer-using occupations being the main targets. To increase Trend Micro’s popularity among general consumers, the Campaign uses various ambassadors from different professional backgrounds to conduct long-term communication with their followers.
2. Brand ambassadors accumulate community reputation and conduct long-term communication to raise brand awareness
Breaking the usual single-time cooperation model, the Brand Ambassadors Campaign by AsiaKOL adopts a whole new marketing model. By inviting anti-virus software-related KOLs and KOCs (Key Opinion Customers) to serve as brand ambassadors, the new model features long-term communication, more posts, and content diversification. This allows the anti-virus software to join ambassadors’ daily life and naturally appear in the social media community. AsiaKOL’s new cooperation model is an effective way to carry out buzz marketing, enhance brand favorability and loyalty, and reach the ultimate goals – create brand awareness and drive actual sales. Through long-term communication, this campaign allows followers to connect KOLs with Trend Micro, deepening their impressions toward the brand and its products.
To maximize the marketing effectiveness, the Brand Ambassadors Campaign by AsiaKOL is divided into 4 stages: recruitment, activation, delivery, and diffusion.
3. Group the KOLs and KOCs from various fields by AIE Database – Naturally promote products from daily life situation
Recruitment: AsiaKOL uses our exclusive AIE Database to accurately group the KOLs and KOCs, then recruit brand ambassadors from various fields and age groups.
Activation: Organize an event for brand ambassadors to communicate and exchange product information with the brand.
Delivery: Create content and deliver brand value to the followers accumulated by brand ambassadors.
Diffusion: Remarket for all-around communication by combining posts, word of mouth, online activities, and public relations operations.
From our exclusive AIE Database, AsiaKOL selects 9 KOLs and KOCs from different backgrounds that are suitable to serve as the software brand’s ambassadors. Their content will be anti-virus software-centered and surround various daily life situations, to make the promotion campaign more natural and persuasive. For example, there will be a novice dad who brings out the importance of anti-fraud when shopping online; a student who encounters phishing and fraudulent websites when searching for report information online; or a fitness KOL who needs better measures to protect their privacy and avoid leaking body photos. The goals are to communicate with different potential users through KOLs and KOCs with diverse backgrounds, point out the problems of different ethnic groups, arouse consumer needs, and increase the connection between anti-virus software and life situations.
4. Every month a new theme: different perspectives to reduce excessive repetition and brand fatigue
As mentioned above, the Brand Ambassadors Campaign will last for 6 months. With the great amount of time, AsiaKOL launches monthly themes such as staying at home for epidemic prevention, mobile version of security software, email scam prevention, and personal data leakage prevention. Various themes are effective in reminding potential customers of the importance of anti-virus software in our daily life. Moreover, diversified and customized communication can also prevent potential consumers from constantly seeing similar content and reduce products or brand fatigue.
Brand marketing trend is moving towards long-term communication, with the goals of increasing brand awareness and loyalty, and further converting into actual orders. AsiaKOL with a whole new Brand Ambassadors Campaign, featuring long-term cooperation with KOLs and KOCs as the brand ambassadors, to conduct deep communication with potential consumers and create brand value. Take the AsiaKOL X Trend Micro “Brand Ambassadors Campaign” as the highlighted example. Through the six-month multi-perspectives marketing, products that are originally limited to a single customer group have the opportunity to reach various age groups and backgrounds. AsiaKOL provides services from the selection of KOLs and KOCs related to anti-virus software to the planning of monthly communication themes, helping Trend Micro and its products generate wide and deep community diffusion through buzz marketing.
Through long-term collaboration with numerous brand ambassador KOLs, the "AsiaKOL Brand Ambassador Programme" enables ambassadors to continue producing content for the brand, conveying brand value, establishing word-of-mouth and all-around in-depth communication, and strengthening the brand image. Additionally, by extending the marketing cycle, we continue to increase customer favorability and brand loyalty, which in turn promotes sales conversion. Discover more
