Influencers' Friends
Award: Graphite Pencil
Graphite Pencil / Digital / Use of Talent & Influencers / 2023
Award: Graphite Pencil
Graphite Pencil / Media / Social
Award: Wood Pencil
Wood Pencil / Digital / Social
Award: Wood Pencil
Wood Pencil / Media / Use of Talent & Influencers
The world’s most coveted influencers are reserved for global brands with huge budgets. For a local beer brand like Poker, working with them is essentially impossible. Without a big media budget to gain reach in the traditional way, DDB Columbia enlisted the friends of the country’s most famous celebrities – people who aren’t famous themselves, but who are always with their famous friends. The campaign included Andrés Lopez, J Balvin’s best friend; Daiky Gamboa, Karol G’s best friend; Ivan Ceballos, Juan Fernando Quintero’s best friend, and many more. By creating content with their famous friends, the campaign managed to achieve huge reach.
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What did the judges have to say?
A great idea for small locals who can't afford big influencers.
Niat Asfaw, General Manager, Serviceplan Bubble
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