We’re closing the year on a strong note: Vero has been named Southeast Asia’s Influencer Marketing Agency of the Year by Campaign Asia! It’s an extra special feat, because the recognition reflects our unwavering belief in the transformative power of influencers and the immense potential of the creator economy.
At Vero, we see influence as the new currency. That’s why this year, we doubled down on our influencer marketing strategies, centered on the Vero InFluent philosophy. We’ve enhanced our processes, optimized influencer collaborations, and strengthened relationships with key influencers through our Happy Hours program. Additionally, we brought together our regional teams to share insights and combine regional wisdom with local expertise.
Our passion and hard work have brought us here—and we are more driven than ever to keep pushing forward.
Why influencers?
Influencers are the biggest products of the digital age, and they’re set to be even bigger. The numbers point towards massive potential growth in this sector: Goldman Sachs predicts that the total addressable market of the creator economy will roughly double over the next three years to hit USD 480 billion by 2027.
But even without these figures, it’s apparent how influencers are impacting digital native audiences, shaping their purchasing behaviors, influencing brand perceptions, and nudging engagement and sales.
Influencers have a way of connecting with people on the Internet in ways TV commercials or colorful flyers simply can’t. Their relatable day-to-day stories, sense of closeness and accessibility to their fan communities, and aspirational lifestyles enable them to build genuine rapport with their followers, therefore making them an effective bridge between brands and a hyper-engaged audience.
Authenticity at the heart of influencer marketing—always
The Vero philosophy on influencer marketing is that creators and influencers wield tremendous power over audiences for a reason—they represent real experiences, perspectives, and lifestyles. At Vero, we prioritize creating brand-influencer partnerships that are grounded in authenticity and a mutual aspiration of influencing for the better.
We highlight creative freedom and mutual respect in every brand-influencer partnership we facilitate, which ultimately underscores the importance of using a data-centric approach to match brands and influencers whose values and stories align.
This year, Vero InFluent teams in Thailand, Vietnam, Indonesia, and the Philippines supported influencer marketing campaigns for over 65 brands, engaging with nearly 3,000 influencers that brought incredibly positive energy, creativity, and undeniable charm to each brand story.
Every brand campaign underwent a meticulous process—from conceptualization and strategy development to leveraging our proprietary marketing stack to identify the ideal influencer for each campaign, followed by crafting engaging content and executing strategies to maximize impact and reach.
Here are some highlights of our biggest influencer marketing campaigns this year:
Supergoop Protec(tint) Launchpad Integrated Campaign
The launch of Protec(tint) SPF50 was built on a multifaceted approach that leveraged strategic partnerships and captivating activations to generate buzz and excitement. Vero engaged beauty and lifestyle influencers in a Sephora launchpad takeover, generating authentic endorsements.
Impact:
- 45 KOLs, celebrities, and media representatives
- 20M reach
- 234K views
- 9M impressions
- 22 pieces of earned coverage
Changi Influencer Stunt
To shine a spotlight on Changi Airport’s many unique attractions, we knew that it was important to break away from the typical influencer review approach. Instead, Vero organized an engaging, earned-media strategy that leveraged two Vietnamese influencers in a narrative-driven social stunt at Changi Airport in January 2024.
Impact:
- 200K engagement on earned channels
- 11M paid reach
- 1M total engagement
- 625K recap video views
Spotify Song Sharing
To promote Spotify as the go-to music streaming platform for young people in Indonesia, Vero kicked off a social media trend entitled “In Your Era.” The campaign leveraged the Spotify Song Sharing feature and tapped 171 influencers across all tiers of Gen Z media to invite audiences to share key songs that are tied to certain memories.
Impact:
- 171 influencers engaged
- 366 posts
- 11.5M impressions/views
- 10.8M total reach
- 208.2K engagements
- 108K+ UGC participations
Prime Last One Laughing Philippines Screening
LOL: Last One Laughing Philippines is a groundbreaking comedy reality show based on a hit Japanese series, promising a unique and exhilarating entertainment experience. The show brought together ten of the Philippines’ most beloved comedians—Chad Kinis, Empoy Marquez, Jayson Gainza, Jerald Napoles, Kim Molina, Negi, Pepe Herrera, Tuesday Vargas, Rufa Mae Quinto, and Victor Anastacio—and is hosted by the iconic Vice Ganda. To build anticipation and engage viewers, Vero’s promotional strategy spanned targeted media placements, inclusive interviews, and live events, promising a comedic battle like never seen before.
Impact:
- 174 pieces of coverage
- 150 influencers and media representatives at the press conference
- 250 VIPs, cast members, and media personalities at the premiere night
Insights into the influencer community
Working with thousands of influencers this year has allowed us a closer look into their world. And we say this without any hesitation: Influencers are some of the most creative, passionate, and positive bunch! They have first-hand insights into social trends and issues, and their views about society are both impactful and thought-provoking.
That’s part of why we launched Happy Hours, one of the pillars of Vero InFluent, to connect with them in a more relaxed setting—think puppy yoga in Bangkok, a bring-your-pet lunch event in Manila, a pottery session in Saigon, and an intimate dining experience in Jakarta. Engaging with content creators beyond business transactions facilitated meaningful conversations and brought Vero closer to the vibrant influencer community shaping today’s digital culture.
From these events, we learned about the joys and challenges of content creation, the growing impact of AI on their work, the factors driving partnerships, and why authenticity and creative freedom remain the guiding principles of influencer marketing.
It’s also through the strong relationships we’ve cultivated with the influencer community that we’ve been able to produce impactful studies and surveys, including research on influencer-driven purchasing decisions among Indonesian consumers and Southeast Asian influencers’ outlook for 2025. These helped us better understand the depth of a creator’s influence, changing consumer behaviors, brands’ evolving strategies, and the emerging trends that will continue to drive the future of influencer marketing.
In light of these insights and experiences, here’s what we at Vero can confidently say: The influencer industry is redefining marketing (and society) in ways we’ve only begun to explore.
Our InFluent team at Vero would like to thank our clients, brands, influencers, and content creators for their invaluable contributions to making this a successful year. We eagerly look forward to continued collaboration and greater achievements in the year ahead.
