Project Overview & Challenge

Jägermeister aims to be a global lifestyle brand with a diverse, united community, but its localized strategies in Asia created a disconnect from its roots. To address this, we launched a campaign around Parookaville, a major EDM festival, using five content creators from Southeast Asian markets to document and showcase the connection between Jägermeister’s German heritage and its audience. Through their journey to Germany, including visits to Berlin and the brand’s headquarters in Wolfenbüttel, the campaign authentically bridged cultural gaps and strengthened Jägermeister’s presence in Southeast Asia.

My Role

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

Approach and Strategy

To maintain authenticity and resonate with our audience, we tasked content creators with providing first-hand documentation of their journey, capturing cultural contrasts between Jägermeister’s German heritage and Southeast Asian perspectives, while also exploring shared similarities. This “content creator-first” storytelling approach ensured that the campaign felt personal and relatable to each respective market. Combined with the careful selection of influencers, this strategy resulted in dynamic, high-energy content that stayed true to Jägermeister’s brand identity while being authentically conveyed through the creators’ unique perspectives and backgrounds.

“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

@caventang 🇲🇾

@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. As a brand that champions the “Best Nights”, Jägermeister’s content must strike the right balance—cool but not cold, defiant yet inclusive. We emphasized that the visual storytelling should inspire audiences to live out their best nights, with content that embodies the brand’s energetic, party-driven spirit while remaining authentic and relatable to the Southeast Asian markets. This alignment was crucial to maintaining consistency and resonance across all campaign touchpoints.

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 that Connects: The Creative Output

Content Creator Output

Our Output

KPIs & Results

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

Over xx new followers across Jägermeister Southeast Asian channels

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

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