Kobe influencer marketing: Building brand awareness via social media

• Main Authors: LUI, Patricia, BHATTACHARYA, Lipika
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2020
• Subjects: Influencer Marketing; Artificial Intelligence in Influencer Marketing; Social Media Marketing; Influencer Tactics; Marketing Campaign; Branding; Marketing; Social Media
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/284; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-19-BATCH%20%5BPDF-Pic%5D/SMU-19-0037%20%5BKobe%5D/SMU-19-0037%5BKobe%5D.pdf
• Institution: Singapore Management University

In July 2019, Evangeline Leong, co-founder and CEO of Kobe (a Singapore based start-up providing Influencer Marketing services) had a challenging task ahead of her. Her company was preparing for a campaign to build brand awareness of Jia Jia herbal tea amongst millennial consumers in Singapore. At K...