Influencers' Friends

The world’s most coveted influencers are reserved for global brands with huge budgets. For a local beer brand like Poker, working with them is essentially impossible. Without a big media budget to gain reach in the traditional way, DDB Columbia enlisted the friends of the country’s most famous celebrities – people who aren’t famous themselves, but who are always with their famous friends. The campaign included Andrés Lopez, J Balvin’s best friend; Daiky Gamboa, Karol G’s best friend; Ivan Ceballos, Juan Fernando Quintero’s best friend, and many more. By creating content with their famous friends, the campaign managed to achieve huge reach.