The objective of the campaign was to further the efforts of Max in highlighting and amplifying the AAPI community by championing bold voices, celebrating the unique stories of the AAPI community and spotlighting content creators shining in their fields. Max has been involved within the AAPI entertainment and filmmaking community for several years now via the APA Visionaries short film competition. With this social influencer campaign, Max aimed to continue creating authentic resonance within the AAPI community by celebrating culture, AAPI talent and relevant Max programming through the brand’s theme of “Champion the Bold”. Other campaign specific goals included:
Furthering Max’s efforts during AAPI Heritage Month amongst its audience via community focused moments. They aimed to highlight their programming and talent, as well as uplift creatives within verticals such as entertainment, food, music, art and culture etc. via custom content, experiential beats and strategic partnerships.
Build awareness of AAPI efforts among both existing and new and new key target audiences + creatives within the spaces of entertainment, food, music, art and culture
Ensure ROI via high engagement and social metrics and press-worthy strategy/moment
While planning the campaign, the team worked to develop a strategy that authentically highlighted and amplified the AAPI community while also centering Max programming via highly engaging and shareable influencer and content tactics that tied back to the brand’s theme of “Champion the Bold”. Strategy took several insights into consideration:
Programming (centering programming and talent as much as possible)
Partnerships (focus on brand, community and media partners who have adjacent audiences and might act as a support while we tap into the community)
Custom Content (Weigh the importance of custom content while also questioning how to leverage talent to create custom content that sparks discussion around programming, verticals and AAPI tastemakers).
Execution proved to be very successful with minimal challenges. With the goal of spotlighting content creators shining in their fields, Max invited various AAPI influencers to share their stories through content that provided an intimate, day-in-the-life view of what being bold means to them.
Through videos posted to Instagram Reels, Instagram Story, and TikTok, AAPI creators shared day-in-the-life style videos themed around fearless expression and bold creativity. The campaign celebrated the AAPI community and encouraged followers and audiences to do the same through their own bold moments.
The campaign proved to be incredibly successful socially, sparking meaningful conversations between influential members of the AAPI creative community through comments on TikTok and Instagram posts, as well as directly to content creators. The campaign resulted in the creation of 34 posts which resulted in 3.47MM+ social impressions, 146K+ IG Story impressions, 184K+ Likes, 2.51MM+ video views on Instagram and TikTok. The results of the campaign extended beyond metrics as the impact extended to the target and beyond, with stories that resonated with the brand’s audience.
