Young man with blond hair and an older woman with short dark hair smile at each other as he holds up an orange gift pouch
Submitted by Kobe

Yue Hwa Loved Ones Influencer Stories

Influencer Marketing

Kobe ran an influencer campaign for Yue Hwa in which influencers shared about their loved ones, reporting 368.4K outreach and 4,261 engagements for the brand.

368.4KOutreach
4,261Engagements

About the campaign

Kobe ran an influencer campaign for Yue Hwa that reported 368,437 outreach and 4,261 engagements. Yue Hwa Chinese Product Emporium has a brand name that is strong among the senior population. The brand wanted to reach a younger target audience, the population with the upcoming spending power.

The agency built a heartfelt campaign around the influencers' own families and the people closest to them. Each influencer was asked to share about their loved ones in their content. The work tied Yue Hwa to younger people doing something good for their loved ones.

The agency reports 368,437 outreach and 4,261 engagements from the campaign. It credits the work with a strong social media presence for Yue Hwa after the campaign. It also describes a strong resonance with the younger age group the brand set out to reach.

Case in 60 seconds

Yue Hwa is a strong name among the senior population, so reaching younger consumers, whom the brand sees as the population with upcoming spending power, needed a route its existing reputation did not provide.

Younger people respond to a brand that gives them a reason to do something good for their loved ones, because a personal story about family carries a warmth that a heritage name alone cannot.

Kobe made the campaign heartfelt by asking influencers to share about their loved ones, so Yue Hwa reached a younger age group through personal stories instead of its standing with seniors.

Influencers working on the Yue Hwa campaign each shared about their loved ones in their own content, which linked the brand to doing something good for family and built its social media presence.

Kobe reports 368,437 outreach and 4,261 engagements, and credits the campaign with a strong social media presence for Yue Hwa and a strong resonance with the younger age group it targeted.

Strategy Breakdown

The younger target audience, which the brand describes as the population with the upcoming spending power, as distinct from the senior population where the Yue Hwa name is already strong.
Yue Hwa's strength with the senior population left the brand needing a way into a younger audience, which it identifies as the group carrying the upcoming spending power.
Yue Hwa placed itself beside the act of doing something good for loved ones, so the brand entered younger audiences' view as part of a caring gesture shared by influencers.

Creative & Execution System

Assets & channels

  • Other

Partners

  • Kobe

Results & Evidence

MetricValue
Outreach368.4K outreach
Engagements4,261 engagements

Why Kobe's strategy worked

  1. 1

    A brand whose name is strong with older shoppers can reach younger ones through creator content about family, because caring for loved ones is a theme both generations recognise as their own.

  2. 2

    Asking influencers to share something personal gives their followers a reason to respond, since the content is about the creator's own relationships while the brand sits beside the gesture.

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