Social media post of a smiling teen girl with braces taking a selfie with a boy in a white T-shirt in a classroom
Submitted by Kobe

Youth Corps Singapore Youth Expedition Project Influencer Campaign

Influencer Marketing

Kobe ran an everyday influencer campaign for Youth Corps Singapore's Youth Expedition Project, casting influencers who had been on overseas volunteering trips, and reports 3,026 engagements.

14.3KOutreach
3,026Engagements

Case in 60 seconds

Youth Corps Singapore needed more youths to know about the Youth Expedition Project exhibition and workshops, because the end goal was to encourage more of them to take part in YEP rather than simply notice it.

The campaign turns on lived experience rather than reach, because influencers who had already been to YEP or on an overseas volunteering trip could speak to youths as peers recalling their own memories, which the client testimonial credits for the relevance to its target audience.

Kobe built the campaign around influencers with first-hand volunteering experience, so the captions came from their own memories of YEP or overseas trips rather than from a scripted institutional message.

Kobe engaged a niche group of everyday influencers who had been to YEP or on an overseas volunteering trip, and they turned those experiences into captions that drew comments and conversations with their friends and followers.

Kobe reports 14,275 outreach and 3,026 engagements, while the testimonial from Crystal of Youth Corps Singapore says the influencers exceeded the promised engagement rate by 10 times.

Strategy Breakdown

Youths, whom the campaign set out to make aware of the YEP exhibition and workshops and to encourage to participate in YEP.
Youth Corps Singapore stays in the background as the organiser of YEP and its exhibition and workshops, while influencers who had made the trip carry the invitation to participate rather than the organisation speaking for itself.
Youths respond to peers recalling their own volunteering trips rather than to institutional messaging, and the page reads the resulting captions as prompting memories recalled with friends as well as buzz.

Creative & Execution System

Partners

  • Kobe

Results & Evidence

MetricValue
Outreach14.3K outreach
Engagements3,026 engagements
Engagement Rate vs Promise10x

Why Kobe's strategy worked

  1. 1

    Casting influencers for prior experience of the activity being promoted lets them write from memory, which gives captions a credibility a brief cannot supply and invites followers who shared the trip to respond.

  2. 2

    A client brief that names a narrow audience trait, such as an overseas volunteering trip, turns influencer selection into the main creative decision, so the casting carries much of the persuasion rather than the copy.

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