Klook — The Bucket List

The challenge

Singapore had an image problem with Gen Z travellers. According to Klook’s Travel Pulse survey, fewer than 20% of young travellers had Singapore on their wish lists — they wanted off-the-beaten-path adventures in Seoul or Tokyo, and they were deeply sceptical of overt advertising and polished influencer content.

Two problems in one brief: shift perceptions of an “established” destination, using a format a wary audience would actually watch.

The insight

This is where strategy earned its keep. Three consumer insights drove the concept:

• Gen Z trusts genuine, user-generated-style content over mega-influencer promotion.
• They value shared travel experiences with people they love.
• Senior citizens were quietly becoming social media’s most beloved stars.

So we ditched the influencer playbook entirely. The Bucket List cast five real grandparent–grandchild pairs — chosen for authentic family dynamics, not follower counts — and had them co-create itineraries mixing adventure with tradition.

The execution

We produced the campaign reality-TV style: unscripted moments over staged setups, shot vertically for TikTok and Instagram Reels. Each pair carried unique promo codes embedded in their videos, so every booking was trackable and creators were compensated on revenue generated — aligning the whole campaign around results.

The results

The grandparents beat the influencers, decisively: 7× the industry-average engagement rate, doubled watch times, a third off cost-per-click, +34% campaign sales, and 10× the ROI of Klook’s previous big-budget influencer campaigns — plus a Drum Awards Gold.

The lesson we keep re-using: authenticity isn’t a production style, it’s a strategy.