THE DONKI x AKBOX UNBOXING CAMPAIGN WITH ASIA KOLS – A NEW MARKETING MODEL TO DEEPEN INFLUENCES THROUGH LONG-TERM COOPERATION

DONKI – The famous brand originated from Japan – entrusted AsiaKOL to launch a KOL Marketing Campaign. AsiaKOL arranged KOLs from Taiwan and Southeast Asia to unbox the brand’s gift boxes and serve as campaign ambassadors. Through up to half-years of cooperation, the campaign aimed to achieve in-depth communication with netizens, convey detailed information about the brand’s “Passionate Price” Store, as well as to effectively expose product information through the long-term influence of the KOLs.

AKBOX GIFT UNBOXING AMBASSADORS CAMPAIGN - THE LOCAL AND INTERNATIONAL SPOKESPERSONS SEARCH FOR DONKI

To promote DONKI's upcoming “Passionate Price” Store and related information, such as Become Member For Discounts Event, AsiaKOL decided to break the old model of short-term cooperation with KOLs. This time, with the AKBOX Gift Unboxing Campaign, AsiaKOL chose 20 KOLs from Taiwan and Southeast Asia, committing an up to half year of long-term cooperation. To be specific, the KOLs served as DONKI’s annual spokespersons, exposing the products and related information through monthly DONKI x AKBOX gift boxes.

KOL UNBOXING MARKETING  FROM A TO Z - RAISING AUDIENCES’ CURIOSITY STEP BY STEP

Based on DONKI’s marketing target, AsiaKOL provided the brand with a KOL unboxing marketing service, which was completely set up from A to Z. To be specific, the AKBOX Gift Unboxing Campaign included gift selection, packaging design, product exposure planning, KOL selection and contact, gift box delivery, KOL unboxing experiences and exposures. Finally, AsiaKOL provided a campaign report, as well as handled the cash flow of the campaign. 

Besides selecting popular products suitable for gift boxes, AsiaKOL also strictly controlled the packaging materials to be slightly adjusted according to the contents and the festivals. After receiving the gifts, each KOL would expose the products through photos, texts, reels and stories, providing detailed introductions and available discounts.  In this way, audiences’ curiosity would be stimulated, step by step, enhancing the effect of the marketing campaign. 

FIVE ADVANTAGES OF THE AKBOX UNBOXING CAMPAIGN – EFFECTIVELY ENHANCE DONKI’S BRAND AWARENESS 

Making good use of 5 advantages of the AKBOX Unboxing Campaign, AsiaKOL succeeded in helping DONKI achieve the exposure target and raise brand awareness: 

      (1) Immersive unboxing experiences double the freshness for audiences

In the past, potential customers were normally reached by product introduction posts, and such marketing effect was quite limited. If the products are packaged in our AKBOX exclusive gift boxes, the process of unboxing the gifts will not only attract curiosity, but also create a sense of elegance and freshness. Thereby, advertising and sales pushing attention are smartly reduced, providing audiences with interesting and friendly experiences.

      (2) Gift Boxes With Custom-made Details And Festive Vibes

In each AKBOX Unboxing Campaign, our professional AsiaKOL Team will design the packaging based on the contents, themes and festivals. For example, suppose important holidays, such as Christmas or Valentine’s Day, are coming. In that case, the team will adjust the packaging so that the unboxing process can get audiences into the holiday spirit. 

      (3) KOLs/KOCs Diverting Traffic: A Boost To Accumulate Loyal Customers

In the DONKI “Passionate Price” Store Store-promoting Campaign, AsiaKOL invited 10 KOLs from Taiwan and 10 KOLs from Southeast Asia to serve as brand ambassadors in half a year, added AKBOX Strategy to cultivate audiences becoming brand advocates under long-term and continuous product exposure. 

      (4) AIE Database To Filter KOL/KOC With a High Interaction Rate

The AIE Database by AsiaKOL features detailed information about KOLs and KOCs, which can be selected according to customer demands, including candidates from Southeast Asia and other Asian countries. In the DONKI promoting campaign, AsiaKOl selected KOLs from the lifestyle category with good interaction rates, who mainly share short videos about daily life to boost DONKI’s brand exposure in a lively way.

      (5) Content Planning By Professional Team: The Right Approach to Customer Curiosity and Buying Desire

In the DONKI Campaign, each KOL was scheduled to publish a post featuring product photos and text or Reels, combining 2 Stories to boost product exposure. Under the traffic effect of short videos, audiences’ curiosity was stimulated, which generated interactions and allowed the AKBOX Unboxing Campaign to achieve success. 

Besides Reels, 2 Stories were enough to generate expectations from audiences. The first Story was often used to share the original form of the gift boxes, as a warm-up to DONKI’s exclusive gifts and the content inside; while the second Story was planned based on the brand’s monthly event schedule, attaching buying links, membership QR codes or other discount information to stimulate customer’s buying desire.

AKBOX UNBOXING CAMPAIGN: THE LONG-TERM JOURNEY TO ATTACH POSITIVE TAGS ON BRANDS

As the marketing trend is changing, It’s a good choice for DONKI and AsiaKOL to collaborate on a long-term unboxing campaign, to enhance brand favoribility and loyalty.  In the first wave of product exposure, DONKI x AKBOX has successfully reached 14,600 audiences, achieving high responses and interactions. The brand “DONKI” has also been given many positive tags, such as #Must-buy in Japan, #Easytobuy, etc in terms of overall cooperation benefits.