Boasting 300M+ consumer reach in Asia, Yoyo launches Popstar influencer platform

PopStar hosted a party in Manila in July, celebrated its 1st anniversary with about 100 influencers.
Image credit: Yoyo Holdings

See the original story in Japanese.

Manila-based Yoyo Holdings, the startup known for its PopSlide mobile rewards platform, announced on Monday that it has officially launched a micro influencer platform called PopStar. Since its quiet launch in a stealth mode back in July of last year, the platform has acquired more than 200,000 micro influencers in the Philippines and Indonesia, boasting an accumulated total of 300 million consumers following the influencers as the number of the platform’s marketing reach.

The number of their influencers registered is ranked on the top in all across the Asian market where influencer marketing is specifically trending. As a reason why the company can attract such a huge number of influencers, Yoyo Holdings founder and CEO Yosuke Fukada pointed out they could leverage the PopSlide app which helped them reduce the marketing cost for acquiring influencers for PopStar as well as having built a system that allows them to easily manage the entire process from managing influencers to measuring campaign performances.

Fukada also told us the story behind why Popstar was launched:

Under the mission of allowing people to use mobile internet for free of charge, Yoyo was founded and then launched apps like PopSlide and Candy. However, marketing condition have been changed a lot since our foundation seven years ago. Now that we see everyone using Ineternet and data charge cost has significantly dropped down.

In our team, we’ve been discussing how we can keep creating values to the society with PopSlide and Candy only. How can we make more impact? How can we create a service that bring people beyond Internet? Such thought inspired us to invent PopStar.

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The “Online Audition” function encourages influencers to submit their sample for a tryout.
Image credit: Yoyo Holdings (Image is partially modified.)

Yoyo has built a platform that helps them easily find influencers who are likely to better reach the appropriate target audience according to the subject of their clients in addition to encouraging these influencers to submit their sample for a tryout. Also, the platform’s dashboard can facilitate everything needed for influence marketing, including managing campaigns, creating performance reports for clients, invoicing to clients, and paying rewards to influencers. Leveraging all this, Yoyo claims that all campaign placements can be managed by just a few people in charge.

PopStar clients are vary from crypto exchange, credit card issuer, major drug store chain, underwear brand, to operator of children’s playground. With a variety of influencers, the platform can deal with many different types of products and services which requires it to reach a huge variety of audience.

Image credit: Yoyo Holdings

Fukada added:

PopSlide, the mobile rewards platform we’ve been offering since several years ago, is also boasting a high user retention rate. We cannot disclose exact numbers but I think it must be higher than that of typical popular mobile game titles. Wondering one of the reasons why PopStar is going well is we are a product company and are good at making products.

In contrast to celebrities’ push into leveraging digital media such as YouTube marketing effort, the micro influencer segment is still behind in visualizing its components because influencers can also a long-tail in the whole marketing industry.

If they can achieve a data-driven approach and performance improvement through systemization, there would get a huge business opportunity. Yoyo claims that they want to become the top player in this sector by 2020. Fukada didn’t mention whether a regional or global top but that probably means the global one.