In 2023, King Power introduced “The Power of Possibilities” to rebrand itself from a duty-free business to a multifaceted entity with eight business units. The challenge was to own the term “possibilities,” a word commonly used by many brands, and ensure that consumers would directly associate “The Power of Possibilities” with King Power, effectively linking the brand to this powerful concept.

To dominate social conversations, King Power enlisted 600 Key Opinion Leaders (KOLs) across diverse interests to integrate “The Power of Possibilities” into their content. This included innovative formats such as LOGO Takeover, Instagram Pinned Takeover, TikTok Storytelling Takeover, and a Massive Tweet Campaign. The KOLs creatively blended the concept with their identities, demonstrating that “possibilities” are accessible to everyone who embraces them. This comprehensive social media takeover ensured that “The Power of Possibilities” was prominently featured across all major platforms.

The campaign led to a massive increase in social voice, with “The Power of Possibilities” becoming the most talked-about phrase on social platforms during the launch. Tracked by Zocialeyes, conversations around “possibilities” spiked to over 20 times higher than other brands using the same concept. The campaign successfully established King Power as the brand synonymous with limitless possibilities, achieving widespread recognition and brand association with the term “possibilities.”