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Our strategy hinged on relatability, human authenticity and good old fashioned emotion - targeting Gen Z and Millennials with aging parents and grandparents, guided by two key insights:

Firstly, our research from Klook’s annual survey, "Travel Pulse," highlighted that over 90% of Millennials and Gen Z prioritize shared experiences with loved ones in their travels.


Secondly, we observed a new trend in social media behavior: Grandparents have become more prevalent in our feeds. A study from the National University of Singapore showed how older individuals are reshaping aging stereotypes through platforms like TikTok. Yet, not in travel - with barriers around safety, mobility, health and a lack of support in play.

With these insights in mind, we worked with the trends, while at the same time turning them on their heads. We knew that, even if the trip was a little stressful at times (which is brilliantly human), the overall travel experience would be heartwarming, relatable and probably quite funny too. We sought out gen z/millenial KOLs with special relationships with their older family members, to capture a captivating dynamic that was always going to make for great storytelling. On a deeper level, our goal was to prompt reflection on the untapped potential of intergenerational travel, demonstrating how journeying with older family members is not only possible, but it can make the holiday even more special (and even change lives).

We tapped into Klook’s Kreators to scout KOLs and their colorful family members. By specifically sourcing grandparents and aging parents who hadn't traveled before, we captured genuine, unscripted storytelling. Each trip member was tasked with designing a day for the other—a chance to explore Singapore while discovering each other's interests. Grandkids pushed the limits, introducing elders to zip lines and cocktail bars, while grandparents showcased new sides of themselves to their (surprised and impressed!) younger counterparts. The affectionate term for this campaign became a reality - the Bucket List - with grandparents ticking off activities they’d never dreamed of experiencing during their lifetimes.

Authenticity was paramount. Our crew discreetly captured every moment, shooting in a reality TV style, eschewing staged scenes for genuine reactions. In some instances, we went off-script entirely, letting KOLs and their grandparents document their experiences firsthand.

The result? Unfiltered content that authentically portrayed their journey without any embellishments or fancy edits. Storytelling in its purest form.

Our approach prioritized authenticity and spontaneity, capturing the highs and lows of family travel - no scripts.

Casting: We bypassed follower counts, handpicking micro KOLs from Klook’s 15,000+ traveler community - based on authentic family chemistry.

Adventure Planning: Steering clear of checklists, participants shaped their own adventures in real-time to maximise the surprise element . With Klook’s network of +850 merchants in Singapore, we secured filming permissions swiftly.

Raw Capture: KOLs documented the journey, using their phones to capture unfiltered moments. Our cameras remained discreet, reality TV-style, shot vertically for platforms like TikTok and Instagram reels.

Direct Sharing: We empowered influencers to share their tales on their platforms—a traveler's narrative told by the travelers themselves.

Driving Bookings: Intentionally skipping traditional methods like paid ads and promotions, Klook innovated by giving each KOL unique promo codes designed to boost family bookings, track their influence and provide them with a share of the pie.

Our micro-influencers proved to be powerful agents of change. The content they generated garnered remarkable engagement with over 2 mil eyeballs and average engagement (CTR) exceeding industry benchmarks by x7. By bringing viewers along their journey, we observed a notable 10% surge in interest for Singapore on the Klook platform. Moreover, the campaign facilitated a substantial 34% uplift in bookings, demonstrating its effectiveness in driving conversion and consumer action. Through authentic storytelling and genuine connections, our influencers not only captured attention but also promoted sales, showcasing the potency of micro KOLs in shaping travel behavior and preferences. They might be micro, but boy, are they mighty!