Klook Cherry Blossom Campaign
For Klook's "Cherry Blossom Campaign," I created a short-form video specifically highlighting the Tokyo Subway Ticket and its usage. This content was designed to align with Klook's "Move Week" promotion and was organically cross-posted on Instagram and TikTok. The project focused on educating and converting travel-savvy audiences during the high-traffic cherry blossom season.
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Objective
The primary objective was to drive awareness and conversions for Klook's limited-time transport deals during their Cherry Blossom Sale. Key messages centered on how to purchase and effectively use the Tokyo Subway Ticket. The goal was to promote Klook's offer efficiently, especially given the quick turnaround time for the event.
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Creative Strategy
My goal was to not only inform but also deeply engage the audience. I began by utilizing a curiosity hook to immediately pique user interest, effectively retaining them for the answer to the initial problem or question.
This kept viewers engaged and prevented early scroll-throughs. Crucially, the call to action (CTA) was designed to be value-driven rather than solely promotional. Instead of just pushing the Cherry Blossom sale, I offered a valuable free resource – direct access to the Tokyo Subway Ticket details – by simply commenting.
This provided a low-friction entry point, allowing users to easily access a useful tool, which was then paired with the link to the Cherry Blossom campaign. This approach aimed to build trust and provide genuine utility alongside the promotional message, leading directly into the strong engagement and conversion results we observed.
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Results
The campaign yielded highly encouraging results. The Manychat integration successfully led to 194 viewers requesting the deal link, with a strong 37.6% click-through rate from those messages. The video achieved significant reach, garnering 97,000 views on Instagram and an additional 3,600 views on TikTok. On Instagram alone, it accumulated 11,000 interactions and reached 82,000 accounts, with 98.7% of views coming from non-followers. This demonstrated excellent organic reach and engagement, validating the content's ability to resonate with a broad audience. The client's response was very positive, expressing appreciation for the insights and enthusiasm for future collaborations.
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