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We partnered up with Lark, next-gen workspace for teams
27 October 2020 9:59am
We partnered up with Lark and Dentsu Aegis Network to create a talent-led campaign which featured popular influencers, Bie the Ska and Erwan Heussaff.
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.
In the face of an ongoing global pandemic, companies have been forced to adapt to working away from the office. Many businesses are now settling into remote working, in order to maintain business continuity.
Technology has been key in facilitating The New Way of Working with many teams experimenting with varying solutions to work together and keep their teams working efficiently. Next-gen workspace software for teams, Lark, offers a solution for seamless collaboration that addresses remote working challenges and enables teams to get everything done in one place.
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 featuring Docs, Messenger, Magic Share, Calendar and Video Conferencing, and 200 GB Cloud Storage.
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.
In Thailand, comedy performs extremely well, especially during the ongoing pandemic. Bie and his team collaborated with Lark to design and brand a new t-shirt that would be sold on their online merch store. The video created is humorous and relatable showing what working remotely has been like over the past few months, and how by using Lark, creativity and productivity is still guaranteed, even though teams are apart from one another.
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 to audiences 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.
“The seamless of these two campaigns are proof that a platform such as Lark has enabled all of us – Lark, DentsuX and Brave Bison, including Bie and Erwan’s teams, who are all scattered across various countries and timezones, breaking barriers to create meaningful campaigns that actively benefit local businesses. Thank you Brave Bison and Dentsu Aegis for coming on this journey with us”
“This campaign has been an absolute pleasure to work on with Lark, the team at Dentsu Aegis Network, as well as with Bie and Erwan. They were committed to developing content that was both unique and effective to their audiences that also advocated the functionalities of the platform. Working with passionate and driven creators has allowed us to create positive content that will have a clear impact of people’s lives and is exactly the kind of work the industry needs. We are so pleased that Lark believed in the ideas and execution”