ASIAKOL AND DON DON DONKI INTERNATIONAL GIFT BOX UNBOXING: BRAND AMBASSADORS AND SHORT-FORM VIDEOS ESTABLISH A NEW STRATEGY
The Southeast Asian Key Opinion Leader (KOL) market is projected to generate over $2 billion in business opportunities by 2024. More than 70% of respondents in the region reported purchasing products KOLs recommended. With a significant demographic advantage, Southeast Asia has emerged as a new battleground for brands worldwide, which are seeking to explore new consumer markets through cross-border marketing. In this article, AsiaKOL assisted the well-known Japanese retail brand Don Don Donki in planning the AKBOX Giftbox Unboxing Campaign. This campaign invited several Taiwanese and Southeast Asian KOLs to act as brand ambassadors. Each month, these influencers created short videos to unbox a gift box, promoting Don Don Donki's own brand "Passion Price" products and sharing store-related information with the Taiwanese and Southeast Asian public. This effort aimed to strengthen public awareness and deepen the impression of the Don Don Donki brand.
1. KOL Brand Ambassadors Open Gift Boxes Each Month, Connecting The Brand To The Public
The AKBOX Giftbox Unboxing Campaign leverages the excitement of receiving gifts and the visually engaging experience of unboxing, in conjunction with KOLs who are well-connected within the community, to convey the brand's value. This strategy enhances the gift box's appeal and resonance. In this campaign, AsiaKOL assisted Don Don Donki in recruiting 20 KOLs from Taiwan and Southeast Asia to serve as brand ambassadors for unboxing the AKBOX gift boxes. The collaboration lasted for six months, featuring different themed gift boxes unboxed each month. This approach created anticipation among followers and gradually transformed them into loyal audiences, ultimately helping the brand gain recognition both domestically and internationally.
2. Unboxing Video Grab Attention And Boost Traffic, Helping Brands Reach A Wider Audience
The trend of short-form videos has taken over social media, becoming a central focus for Key Opinion Leaders (KOLs) in their online operations. Brands are also leveraging short videos to drive traffic effectively. Since the introduction of short video tools in Taiwan in 2021, algorithms have enabled brands to reach their audiences more proactively. This has resulted in a significant reduction in brand marketing costs and has allowed them to better capture users' fragmented attention, reaching a broader audience across different demographics. Short videos are not only popular in Taiwan but also throughout Southeast Asia. Among users of platforms like TikTok, Instagram, and YouTube, nearly 30% follow KOLs and celebrities.
To capitalize on the trend of short videos, the unboxing of the Don Don Donki Gift Boxes was featured through short videos created by key opinion leaders (KOLs). This approach not only provided a vivid sense of presence but also captured the attention of followers within seconds. Selecting the right KOL is crucial for conveying positive values about the brand. AsiaKOL utilizes our AIE Influencer Evaluation Database to identify candidates for Don Don Donki who specialize in creating short video content and have high engagement rates. This strategy helps the brand leverage the short video trend and accelerate the dissemination of information.
3. Three-Stage Communication Guides Followers From Awareness To Shopping
The AKBOX x Don Don Donki Giftbox Unboxing Campaign consisted of three steps designed to help KOLs guide their followers and maximize anticipation. The first step involved KOLs using Stories to showcase the unopened gift box they received. This initial exposure informed followers about the upcoming unboxing event, sparking their curiosity and excitement about its contents. In the second step, KOLs revealed the items inside the gift box through Reels or posts. They provided thorough product introductions or demonstrations, allowing followers to engage with the products visually and audibly, enhancing their imagination about the features. The third step involved placing a shopping link in the Story. KOLs uploaded content based on the brand’s monthly needs, which may include store links, discount information, membership perks, or other promotional offers.
4. Unboxing Videos Added Fun Elements That Attract Followers, Encouraging Them To Interact And Builds Goodwill
In the gift box unboxing video, KOLs incorporated fun interactive elements to make the unboxing process more engaging and relatable for their followers. They shared their rankings of favorite snacks from the gift box, included interactive pictures of pets alongside the gift boxes, and added real-life photos of Don Don Donki stores and festive decorations in their posts to entice viewers to visit the store and purchase products. The enthusiastic response from followers is evident in their comments and interactions. They not only expressed their love for the unboxing format but also shared their own impressions of Don Don Donki. This engagement effectively enhances the brand's favorability and increases the persuasiveness of its products.
In this campaign, AsiaKOL collaborated with Don Don Donki to package its products into gift boxes, creating a sense of anticipation among followers. Through engaging and approachable KOL brand ambassadors, they maintained monthly communication with the brand, utilizing short videos to effectively highlight product features and share discount information. This campaign not only increased brand exposure but also provided shopping guides, leading to a positive response and enhanced brand discussion for Don Don Donki. If you are a brand targeting either cross-border or domestic audiences and are interested in gift box unboxing, brand ambassadors, short video campaigns, or seeking a promotional campaign tailored specifically for your brand, please reach out to AsiaKOL!
