Bringing teams together with Lark

The Brief

To show how Lark can enable businesses to operate even while apart, they partnered up with us and Dentsu Aegis Network, an integrated agency to lead projects in two of their key markets, Thailand and The Philippines, to bring a better way to work to businesses in two of the world’s most exciting emerging economies. Lark has been built from the ground up to facilitate remote working processes and combines a multitude of essential collaboration tools in a single interconnected platform

Our response

Together the team recruited the creative efforts of two of the markets’ most influential celebrity creators: Erwan Heussaff (10.5m followers) ‒ a chef, traveler, new father, and business owner in the Philippines; and Bie The Ska (23m followers) ‒ a major local YouTuber best known for his comedy sketches and videos that frequently go viral in Thailand.

Both creators had comprehensive training on Lark so that, from the beginning, they could see how the product could integrate into content for their channel, and so they could actually use it in their own hectic lives and businesses.

For each market, Brave Bison and Dentsu Aegis Network worked together to develop two very different creative concepts with both Erwan Heussaff and Bie The Ska that would best resonate for each of their respective audiences.

In the Philippines, Lark, Brave Bison and Dentsu Aegis Network wanted to create a campaign that would have a positive impact on small and medium-sized businesses that had been particularly affected by COVID-19.

In the Philippine market, Erwan and Brave Bison identified two catering businesses, Heaven’s Touch in Manila and Pam’s Catering in Quezon City that, with P300,000 each, would be able to supply 3,500 meals for key frontline workers.

The results

Throughout each campaign, Lark was used by both Bie and Erwan and their teams with features such as group chats, co-editing documents in various time zones using Lark’s Magic Share feature, and using the translation tool for instant messaging.

At 2M views and 190K engagements and counting, it’s certainly proving to be quite compelling example of how a typical B2B product can actually be translated very well toaudiences through the use of social influencers; particularly when the talent has been carefully selected and the story-telling is strongly aligned to the market that it is meant for.

As Lark’s second influencer activation, and first with Brave Bison and Dentsu Aegis, it will be interesting to see what is next for Lark in the influencer and digital space.