SLAMMED CHARLES & KEITH TIKTOKER NOW FACE OF AIR ASIA CONTENT

Image Credits: Republic Asia Media

TikTok user Zoe Gabriel (@zohtaco), or ‘bag girl’, rose to fame a few months ago after labelling a Charles & Keith bag a “luxury” item and sparking debate. Recently, she was seen in a number of TikTok videos promoting Air Asia and its amenities, such as its food options. In somevideos, she wears an AirAsia cabin attendant uniform and dances to popular songs both alone and with members of the flight crew.

The videos have since gained millions of views with one surpassing 1.1 million.

This was a timely opportunity for AirAsia to partner with Zoe Gabriel as her image aligns with the airline's brand purpose of making travel accessible to everybody.As such, the collaboration also did not seem out of the place or unauthentic.

Yet, for micro-influencers like Gabriel, who are still new to this space, there remains much potential for brands to explore. This is compared to bigger influencers who often bring controversy/receive differing opinions from people due to the image that they've already built up.

Instead of only riding upon the publicity an individual might gain, future brands can consider the following:

• To explore more in-depth content that would resonate with consumers of similar backgrounds?

• Consider a longer-term objective in mind for this engagement? How do we ensure continuity in our communication efforts?

Sources: Yahoo News Singapore, MARKETING-INTERACTIVE

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