Road to Parookaville is an ambitious campaign centered around the EDM festival Parookaville, featuring five content creatures from Southeast Asia.

They documented their journey to Germany, showcasing Jägermeister’s German heritage through visits to Berlin and the brand’s headquarters in Wolfenbüttel. This campaign bridged cultural gaps and strengthened Jägermeister’s connection with its Southeast Asian audience.

Project Summary

As the project lead for this campaign, I developed and pitched the campaign strategy to the client and oversaw the creative direction. I organised the team’s workflow and supervised all content production, inclusive of contributions from my team and the influencers.

My Role.

Strategy and Approach.

The Problem:

Jägermeister strives to be a global lifestyle brand with a diverse, united community. However, its localised strategies in Asia led to a disconnect from its core heritage. We needed to establish a strong, authentic connection between the brand’s localised presence and its roots in a way that turly resonates with Southeast Asian audiences.

The Solution:

Adopting a "content-creator" first approach, our solution was to send representatives from each participating market to Germany to document their experience first hand. Highlighting cultural contrasts between Jägermeister’s German heritage and Southeast Asian perspectives, while also uncovering shared similarities. This personalized storytelling made the campaign feel authentic and relatable to each participating market.

@caventang

“User-generated content resonates with audiences more deeply and authentically than brand-created content alone ever can”

Assembling the "A" team

@kattvaldez 🇵🇭

Travel & Lifestyle influencer

The selection of content creators was a critical aspect of our campaign strategy. We aimed to identify profiles that, not only provided good reach and had a higher following, but could also produce relatable and high-quality content. This approach ensured the authenticity and resonance of the campaign while maintaining professional content standards.

Using both manual research and social listening tools such as Emplifi, from each participating market (Singapore, Malaysia, Vietnam, Philippines, and Thailand), we shortlisted two promising profiles. After further evaluation, we finalized the following creators for the campaign:

@caventang 🇲🇾

Artist and Content Creator

@kinglnd 🇻🇳

Model and Fashion Influencer

@farahfarz 🇸🇬

@s.patchara 🇹🇭

DJ & Content Creator

Singer & Content Creator

~146k IG Followers

~264k IG Followers

~4.7m IG Followers

~55k IG Followers

~90k IG Followers

Creative Approach

A key aspect of our campaign’s success was the thorough briefing provided to all content creators, ensuring a deep understanding of Jägermeister’s brand identity.

With that in mind, I created a checklist to help define the universe of all the content to be made:

1. Brand Alignment: Ensuring content creators understood Jägermeister’s “Best Nights” ethos and brand identity

2. Tone and Style: Emphasising content that had character and presence

3. Audience Inspiration: Visual storytelling aimed at inspiring audiences to live out their best nights.

4. Cultural Relevance: Tailoring content to resonate with Southeast Asian markets while staying true to Jägermeister’s global identity.

5. Consistency: Maintaining brand cohesion across all content for a unified campaign message.

Content Creator Output

Content that Connects: The Creative Output

Our Output

KPIs & Results

1M+ views across content from our channels and content creators'

Over 2% growth across Jägermeister Southeast Asian channels in one month

Content created was leveraged across many of Jägermeister's markets, including the global page.

2M+ new users reached through our channels and content creators'