Passionation, a social media marketing platform by Innity, has come on board as the official influencer platform for the upcoming Good Vibes Festival 2019 in Genting Highlands. It joins the list of festival partners including U Mobile, Netflix, La Cremeria, Mae, Nestle Sjora, Rimmel London, H&M and Resorts World Genting.
An activation booth will be set up at the festival to create awareness about Passionation's vision among festival goers. They will also get the opportunity to create content for some of the brands on site, as well as participate in brand campaigns on the Passionation app by scanning the QR code. The brand campaigns include product reviews, exclusive invitations and contest giveaways, among others. Good Vibes Festival 2019, which features artists including Yuna, Rae Sremmurd, 6lack, is organised by music experience company Future Sound Asia.
In a statement to A+M, Innity Malaysia's country manager Sean Ter said the festival is a good opportunity for brands looking to target hip, young and social media savvy consumers, who are also content creators with a strong peer influence. With the activation booth, these group of consumers can be early adopters of the brands' products. Ter added that having worked with Future Sound Asia on past events such as Sneakerlah, it was "only natural" for it to expand upon its working relationship.
"Future Sound Asia's values of providing an avenue for Malaysian youths to explore passions such as sneakers, music, fashion and lifestyle also strongly resonates with our own values," Ter said.
While Ter declined to comment on the monetary value of the partnership, he told A+M that Passionation is "very excited" to reach festival goers who have their individual passions, and encourage them to be proud and bold about it. To promote the partnership, Passionation will organise contest giveaways for free tickets to the festival, targeted at micro-influencers, as well as agency and brand partners. Passionation will also run location-based targeting on various platforms in the lead up to and during the festival.
"We aim to engage influencers such as May Ho, Crystal Swung, Sharifah Sakinah, Ruhainies and Cik Manggis, among others, to promote the festival. We will also be utilising our Passionation platform to engage with our network of more than 5,000 influencers," Ter said. Among the list of influencers on the roster include Jianhao Tan, Sophie Willocq, Ridhwan Azman, Bong Qiu Qiu and Mongchin Yeoh.
When asked if Malaysians nowadays prefer macro or micro influencers, Ter said it is a combination of both. He added that brands should not just be working solely with macro or micro influencers, as it also depends on the brand's product life cycle.
"If it’s a brand in its early stages, it’s important to work with macro influencers to establish brand credibility, and with a mixture of micro to generate authenticity to resonate with the target audience," he said.
Passionation has a presence in Southeast Asia across Malaysia, Singapore, Indonesia, Thailand, Vietnam, China, Philippines, Cambodia, as well as other Asian countries such as Hong Kong and Taiwan. Influencers registered with the platform are able to apply to work with brand campaigns that resonate with their own values.