Strategic Approach: Multi-Tier KOL Engagement for Holistic Reach
The campaign employed a tiered KOL strategy to cater to diverse audience segments. Local celebrities with deep-rooted connections to Malaysian communities emphasized SP Setia’s five-decade legacy through nostalgic storytelling, fostering emotional engagement among long-term supporters. Property experts and architects provided educational content, guiding virtual tours of landmark developments to highlight sustainable design and cutting-edge technology. Concurrently, lifestyle influencers showcased family-friendly event attractions, such as interactive VR simulations and hands-on workshops, to appeal to younger audiences. Content was localized in Bahasa Melayu and English to ensure inclusivity, with TikTok and Instagram Reels prioritizing short, dynamic teasers of event highlights. A unified hashtag, #SP50Legacy, aggregated user-generated content from attendees and creators, fostering community participation and extending organic reach across social platforms.
Campaign Outcomes: Strengthening Brand Legacy and Engagement
The KOL-driven initiative achieved its primary goal of boosting event attendance, attracting a diverse mix of attendees, including families, industry professionals, and younger demographics. Social media engagement surged as influencers shared real-time event experiences, driving widespread awareness of SP Setia’s contributions to urban development and sustainability. Post-event surveys revealed heightened public perception of SP Setia as a forward-thinking yet culturally grounded brand, with attendees praising its blend of nostalgic storytelling and innovative showcases. Media outlets reinforced this narrative, positioning the company as a leader in Malaysia’s property sector. The campaign’s success underscored the effectiveness of aligning KOL partnerships with audience segmentation and localized messaging to celebrate corporate milestones meaningfully.
