Klook’s first Fandom Tour drives 14M views and boosts traffic 85%
Klook has wrapped up its first-ever Fandom Tour, an influencer-led campaign tapping into fandom-fuelled travel, which generated more than 14 million organic social views and lifted site traffic by 85 per cent.
The announcement:
Travel experiences platform Klook has wrapped up its first Fandom Tour, with the influencer-partnership-based campaign delivering over 14 million organic views across social media and lifting Klook site traffic by 85 per cent. The industry-first campaign tapped into ‘fandom’ fuelled travel, be it gaming, Kpop or anime, to target Gen Z and Millennials weary of typical branded travel content.
Eight distinct fandom communities embedded in Japanese and South Korean culture – destinations which Klook is well-established as a leading booking platform for ANZ travellers – were identified, and influencers with avid interests put themselves forward to live out their fandoms in Tokyo or Seoul.
57% of Australians overall – including 75% of Gen Z – identify as fans of a subculture or ‘fandom’, while 79% of young travellers are eager to visit destinations that let them connect with their fandom.
The unique campaign moved beyond a traditional ‘pay-to-play’ social marketing model, focusing on genuine audience engagement from the outset. It began with the selection of fandom categories and content makers that tapped into passion-driven interests relevant to travel, followed by a public voting phase and content trips that showcased these passions to an engaged audience, all while organically featuring Klook’s experiences.
An extension of the Klook Kreator program, which enables content creators to earn while travelling with Klook, the campaign further bolsters Klook’s ambition to be an innovator in influencer marketing in the travel space. Since the campaign’s conclusion, Klook has seen a 154% increase in sessions for fandom-based experiences in Japan and South Korea.
Klook’s social media & influencer manager ANZ, Hannah Chiu, said: “We’re overwhelmed by the results that this campaign has delivered. Fandom-fuelled travel is becoming part of the zeitgeist for Gen Z and Millennials, and we wanted to tap into that authentically, without polished sponsored content or scripted messaging. The Fandom Tour demonstrated that authentic community engagement, facilitated through influencers’ channels and genuine passion, creates powerful brand connections.”
Nearly 400,000 votes were cast during a public voting phase, unearthing the eight category winners who then travelled on an all-inclusive trip where real-time content was shared with each of the content makers’ highly engaged and connected communities.
Chiu added: “Each category represents a subculture that has evolved from niche to mainstream among younger audiences yet remains underserved by traditional travel platforms. Targeting these eight distinct fandom communities rather than broad audiences allowed us to create deeper connections and higher engagement rates. We hope to continue to deepen relationships with these communities after creating what we feel is a sustainable influencer partnership model.”
For more information on Klook, visit https://www.klook.com/en-AU/.
Source: Lucid
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