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class="single-header"> <a class="backto" href="https://digital-business-lab.com/projects/"> <i class="fas fa-angle-left"></i> Back to Our Projects </a><div class="project-meta"><span class="client">Wikipedia — </span>Wikimania Singapore Conference</div><h1>Education Influencer-Driven Campaign: Enhancing Wikipedia Awareness Among Gen Z in South East Asia</h1><div class="project-services services"><ul><li><a href="https://digital-business-lab.com/influencer-marketing/" title="View influencer marketing projects">Influencer Marketing</a></li></ul></div></div><div class="post-content"><div class="wpb-content-wrapper"><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-12"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_video_widget wpb_content_element vc_clearfix vc_video-aspect-ratio-916 vc_video-el-width-30 vc_video-align-center" ><div class="wpb_wrapper"><div class="wpb_video_wrapper"><iframe title="Final_preEvent_Lyqa for Wikimania Pre-Event Video" src="https://player.vimeo.com/video/873582876?autoplay=1&dnt=1&app_id=122963" width="422" height="750" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write"></iframe></div></div></div></div></div></div></div><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-2/5"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><h2><strong><span style="font-family: Assistant, serif;">The Brief</span></strong></h2><p>Leverage the energy and timing of Wikimania Singapore 2023 (an annual conference and celebration of the Wikimedia movement) to get young people in the ESEAP region (East, Southeast Asia, and the Pacific) more acquainted with and talking about Wikimedia—the movement, the projects, the people (Wikimedians), and Wikipedia.</p><p><strong>Our role was to:</strong></p><ol><li>Identify and partner with <strong><em>8 social media influencers in Asia</em></strong> who had a passion for sharing free knowledge and could attend the event and create content pre, during and post-event to spread the message of the Wikimedia movement and the work that the volunteers (Wikimedians) are producing</li><li><em><strong>Activate the Wikimedia volunteers</strong></em> (WIkimedians) online and those at the event to promote the Wikimedia Foundation projects on their social channels.</li></ol><h2><strong><span style="font-family: Assistant, serif;">The Objective</span></strong></h2><p>Brand Awareness & Community Engagement</p></div></div></div></div></div><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-md-offset-1 vc_col-md-6 vc_col-sm-offset-1"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><h2><strong>The Solution</strong></h2><p>Digital Business Lab recognised social media’s untapped potential and collaborated with influential personas from critical Asian regions. The result was an enveloping strategy that resonated across digital landscapes. We formed strategic partnerships with <em><strong>8 <a href="https://digital-business-lab.com/2023/07/5-top-education-influencers-in-singapore-in-2023/">education and culture-centric influencers</a> from 5 Asia markets – Singapore, Japan, Malaysia, </strong><strong>Philippines</strong><strong>, and Indonesia.</strong></em> These weren’t just any influencers; they were voices that echoed to millions, advocating the power and essence of free knowledge.</p><p>Merging the dynamics of <em><strong>TikTok, Facebook, Instagram, and YouTube</strong></em>, our plan spanned across pre-event teasers to immersive event day moments and reflective post-event insights. By focusing on short, digestible content for the pre-event phase and transitioning to deeper, reflective long-form videos post-event, we achieved a narrative arc that drew Gen Z closer to the world of Wikimedia.</p><p>Our strategy also invigorated the Wikimedia community. By crafting a <em><strong>Wikimedia Quiz AR social filter </strong></em>(Click <a href="https://www.instagram.com/ar/1715196898988685/">here</a> to try it out), we amplified the voices of those attending the event and connected the global online. This confluence of internal community voices with external influencers gave life to a rich tapestry of stories and experiences from Wikimania 2023.</p></div></div></div></div></div></div><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-sm-offset-1"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="vc_separator wpb_content_element vc_separator_align_center vc_sep_width_100 vc_sep_pos_align_center vc_sep_color_grey wpb_content_element vc_separator-has-text" ><span class="vc_sep_holder vc_sep_holder_l"><span class="vc_sep_line"></span></span><h4>Influencer Strategy - Influencer Management - Content Creation</h4><span class="vc_sep_holder vc_sep_holder_r"><span class="vc_sep_line"></span></span></div><div class="wpb_single_image wpb_content_element vc_align_center wpb_content_element"><figure class="wpb_wrapper vc_figure"><div class="vc_single_image-wrapper vc_box_border_grey"><img fetchpriority="high" decoding="async" width="1920" height="1080" src="https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/20135821/%E6%9C%AA%E5%91%BD%E5%90%8D%E7%9A%84%E8%AE%BE%E8%AE%A1-3.png" class="vc_single_image-img attachment-full" alt="" title="Wikimania 2023 KOLs Asia" srcset="https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/20135821/%E6%9C%AA%E5%91%BD%E5%90%8D%E7%9A%84%E8%AE%BE%E8%AE%A1-3.png 1920w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/20135821/%E6%9C%AA%E5%91%BD%E5%90%8D%E7%9A%84%E8%AE%BE%E8%AE%A1-3-300x169.png 300w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/20135821/%E6%9C%AA%E5%91%BD%E5%90%8D%E7%9A%84%E8%AE%BE%E8%AE%A1-3-1200x675.png 1200w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/20135821/%E6%9C%AA%E5%91%BD%E5%90%8D%E7%9A%84%E8%AE%BE%E8%AE%A1-3-768x432.png 768w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/20135821/%E6%9C%AA%E5%91%BD%E5%90%8D%E7%9A%84%E8%AE%BE%E8%AE%A1-3-1536x864.png 1536w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/20135821/%E6%9C%AA%E5%91%BD%E5%90%8D%E7%9A%84%E8%AE%BE%E8%AE%A1-3-640x360.png 640w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/20135821/%E6%9C%AA%E5%91%BD%E5%90%8D%E7%9A%84%E8%AE%BE%E8%AE%A1-3-576x324.png 576w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/20135821/%E6%9C%AA%E5%91%BD%E5%90%8D%E7%9A%84%E8%AE%BE%E8%AE%A1-3-992x558.png 992w" sizes="(max-width: 1920px) 100vw, 1920px" /></div></figure></div><div class="vc_row wpb_row vc_inner vc_row-fluid"><div class="circles-block wpb_content_element bb_custom_1698312421971"><div class="circle-block active has-more"><div class="circle-inner"><div class="title">5</div><div class="subtitle">Markets</div></div><div class="separator"></div><div class="circle-more">Singapore, Japan, Malaysia, Philipines, Indonesia</div><div class="circle-separator"><div class="icon-angle-right"></div></div></div><div class="circle-block has-more"><div class="circle-inner"><div class="title">87</div><div class="subtitle">Pieces of Content</div></div><div class="separator"></div><div class="circle-more">reached 823,115 users online</div><div class="circle-separator"><div class="icon-angle-right"></div></div></div><div class="circle-block has-more"><div class="circle-inner"><div class="title">1000+</div><div class="subtitle">Comments and Story Replies</div></div><div class="separator"></div><div class="circle-more">showing that initial interest and conversation was sparked around the movement</div><div class="circle-separator"><div class="icon-angle-right"></div></div></div><div class="circle-block has-more"><div class="circle-inner"><div class="title">90,000</div><div class="subtitle">Engagements</div></div><div class="separator"></div><div class="circle-more">with an average engagement rate of 4.17%</div><div class="circle-separator"><div class="icon-angle-right"></div></div></div><div class="circle-block has-more"><div class="circle-inner"><div class="title">1,170,315</div><div class="subtitle">Video Views</div></div><div class="separator"></div><div class="circle-more">reached over 820,000 users online and was seen over 4 million times</div></div></div><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><h2>Key Takeaways</h2><h4 style="text-align: center;"><strong>Influencer Marketing Strategy</strong></h4><p><strong><img decoding="async" class="aligncenter wp-image-104367 size-large" src="https://uploads.digital-business-lab.com/wp-content/uploads/2023/11/15095627/WechatIMG882-e1702620997975-1200x726.jpg" alt="" width="1200" height="726" srcset="https://uploads.digital-business-lab.com/wp-content/uploads/2023/11/15095627/WechatIMG882-e1702620997975-1200x726.jpg 1200w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/11/15095627/WechatIMG882-e1702620997975-300x181.jpg 300w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/11/15095627/WechatIMG882-e1702620997975-768x464.jpg 768w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/11/15095627/WechatIMG882-e1702620997975-1536x929.jpg 1536w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/11/15095627/WechatIMG882-e1702620997975-576x348.jpg 576w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/11/15095627/WechatIMG882-e1702620997975-992x600.jpg 992w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/11/15095627/WechatIMG882-e1702620997975.jpg 1920w" sizes="(max-width: 1200px) 100vw, 1200px" /></strong></p><ul><li><strong>Tailored Influencer Strategies:</strong> Every influencer excels differently. Before collaboration, it’s crucial to delve deep into their metrics, determining <em>the most fitting objectives, platforms, and content styles.</em></li><li><strong>Personalized Briefings:</strong> Rather than offering a standard set of deliverables, engage in <em>one-on-one dialogues with influencers.</em> Understand where their followers predominantly are, which content styles they gravitate towards, and what truly resonates with their audience. This knowledge paves the way for crafting unique experiences and deliverables that yield optimal results.</li><li><strong>Audience Comprehension:</strong> It’s vital to understand an influencer’s audience demographics holistically<em>.</em> Don’t assume that an influencer’s following solely stems from their home country. Comprehensive audience insights ensure precise targeting.</li><li><strong>Gamification for Employee Engagement:</strong> When rallying your internal teams, <em>gamification</em> emerges as a compelling tactic. It enhances enjoyment and motivates specific actions, like generating buzz through social posts.</li></ul></div></div></div><div class="vc_row wpb_row vc_inner vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-12"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="vc_separator wpb_content_element vc_separator_align_center vc_sep_width_100 vc_sep_pos_align_center vc_sep_color_grey wpb_content_element vc_separator-has-text" ><span class="vc_sep_holder vc_sep_holder_l"><span class="vc_sep_line"></span></span><h4>Feedback from KOLs We Collaborated With</h4><span class="vc_sep_holder vc_sep_holder_r"><span class="vc_sep_line"></span></span></div><div class="wpb_single_image wpb_content_element vc_align_center wpb_content_element"><figure class="wpb_wrapper vc_figure"><div class="vc_single_image-wrapper vc_box_border_grey"><img loading="lazy" decoding="async" width="1546" height="842" src="https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/27110200/Screenshot-2023-10-27-at-11.01.36-AM.png" class="vc_single_image-img attachment-full" alt="" title="Wikimania 2023 Influencer Feedback" srcset="https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/27110200/Screenshot-2023-10-27-at-11.01.36-AM.png 1546w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/27110200/Screenshot-2023-10-27-at-11.01.36-AM-300x163.png 300w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/27110200/Screenshot-2023-10-27-at-11.01.36-AM-1200x654.png 1200w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/27110200/Screenshot-2023-10-27-at-11.01.36-AM-768x418.png 768w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/27110200/Screenshot-2023-10-27-at-11.01.36-AM-1536x837.png 1536w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/27110200/Screenshot-2023-10-27-at-11.01.36-AM-576x314.png 576w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/10/27110200/Screenshot-2023-10-27-at-11.01.36-AM-992x540.png 992w" sizes="(max-width: 1546px) 100vw, 1546px" /></div></figure></div></div></div></div></div></div></div></div></div><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-12"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="cta-block wpb_content_element"><div class="title">Are you ready to individualise your Influencer Strategy?</div><div class="cta"> <a href="https://digital-business-lab.com/contact-us/" class="btn btn-primary" title="Are you ready to individualise your Influencer Strategy?">Contact Us</a></div></div></div></div></div></div><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-sm-offset-1"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><h2><strong>About Wikipedia</strong></h2></div></div></div></div></div></div><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-md-3 vc_col-sm-offset-1"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_single_image wpb_content_element vc_align_center wpb_content_element"><figure class="wpb_wrapper vc_figure"><div class="vc_single_image-wrapper vc_box_border_grey"><img loading="lazy" decoding="async" width="300" height="148" src="https://uploads.digital-business-lab.com/wp-content/uploads/2023/12/19111707/banner_template.psd-300x148.png" class="vc_single_image-img attachment-medium" alt="" title="" srcset="https://uploads.digital-business-lab.com/wp-content/uploads/2023/12/19111707/banner_template.psd-300x148.png 300w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/12/19111707/banner_template.psd-1200x593.png 1200w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/12/19111707/banner_template.psd-768x379.png 768w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/12/19111707/banner_template.psd-1536x759.png 1536w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/12/19111707/banner_template.psd-550x272.png 550w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/12/19111707/banner_template.psd-576x285.png 576w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/12/19111707/banner_template.psd-992x490.png 992w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/12/19111707/banner_template.psd-1920x948.png 1920w, https://uploads.digital-business-lab.com/wp-content/uploads/2023/12/19111707/banner_template.psd.png 2000w" sizes="(max-width: 300px) 100vw, 300px" /></div></figure></div></div></div></div><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-md-offset-1 vc_col-md-6 vc_col-sm-offset-1"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"></div></div><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><p>The Wikimedia Foundation is a nonprofit organisation that underpins the foundation for open knowledge. They host Wikipedia, a volunteer-created, edited, and verified online encyclopedia, and several other crucial community-driven projects.</p></div></div></div></div></div></div></div></div><div class="featured-projects"><h3>Featured Projects</h3><div class="post-grid thumbs-grid"><div class="row"><div class="col-sm-6 col-lg-4"><div class="thumb-item"><div class="featured-image"> <a href="https://digital-business-lab.com/projects/boost-worldwide-organic-engagement-on-social-media-through-impactful-content/" title="Boost worldwide social media engagement & corporate visibility through impactful content"><div class="item-image"><img width="450" height="250" src="https://uploads.digital-business-lab.com/wp-content/uploads/2021/09/10211222/oie_OoAayfyWhbqY-450x250.jpg" class="img-fluid" alt="" decoding="async" loading="lazy" /></div><div class="item-client">Alibaba Group</div><div class="item-title">Boost worldwide social media engagement & corporate visibility through impactful content</div> </a></div></div></div><div class="col-sm-6 col-lg-4"><div class="thumb-item"><div class="featured-image"> <a href="https://digital-business-lab.com/projects/localized-marketing-strategy-regional-instagram-account-launch/" title="Localized marketing strategy for regional Instagram account launch"><div class="item-image"><img width="450" height="250" src="https://uploads.digital-business-lab.com/wp-content/uploads/2020/06/15144948/20200424-INF-grid2-e1588149643798-450x250.jpg" class="img-fluid" alt="" decoding="async" loading="lazy" /></div><div class="item-client">INFINITI</div><div class="item-title">Localized marketing strategy for regional Instagram account launch</div> </a></div></div></div><div class="col-sm-6 col-lg-4"><div class="thumb-item"><div class="featured-image"> <a href="https://digital-business-lab.com/projects/introduce-new-luxury-product-via-influencer-marketing-on-little-red-book/" title="Luxury product launch leveraging influencer marketing on Little Red Book"><div class="item-image"><img width="450" height="250" src="https://uploads.digital-business-lab.com/wp-content/uploads/2020/02/21175645/oie_tI7Z6CtG4Esb-450x250.jpg" class="img-fluid" alt="" decoding="async" loading="lazy" /></div><div class="item-client">Dior</div><div class="item-title">Luxury product launch leveraging influencer marketing on Little Red Book</div> </a></div></div></div><div class="col-sm-6 d-none d-sm-flex d-lg-none"><div class="thumb-item"><div class="featured-image"> <a href="https://digital-business-lab.com/projects/influencer-video-marketing-boost-exposure-new-market/" title="Influencer video marketing to boost exposure in new market"><div class="item-image"><img width="450" height="250" src="https://uploads.digital-business-lab.com/wp-content/uploads/2020/04/15145100/Bon-Parfumeur-grid-2-1-450x250.jpg" class="img-fluid" alt="" decoding="async" loading="lazy" /></div><div class="item-client">Bon Parfumeur</div><div class="item-title">Influencer video marketing to boost exposure in new market</div> </a></div></div></div></div></div></div></div></div></div><footer class="no-heading"><div class="container"><div class="footer-body"><div class="row primary-row"><div class="col-md-7 col-lg-4 col-xl-4"><div class="footer-block email-block block"><h5 class="block-title">Sign up for our newsletter</h5><div class="block-content"><form id="newsletter-form" method="POST" action="https://digital-business-lab.com/wp-admin/admin-ajax.php"> <input type="hidden" name="action" value="subscribe" /><div class="form-group"> <input type="email" class="form-control" id="f_contact_email" name="contact_email" placeholder="email address" autocomplete="off"></div> <button type="submit" class="btn btn-primary btn-block" data-submit-text="Submit" data-submitting-text="Submitting...">Submit</button><div class="form-message"></div></form></div></div></div><div class="col-sm-6 col-md-5 col-lg-4 col-xl-3"><div class="footer-block nav-block block"><h5 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