The solution
In the Philippines, small businesses run on social media without designers or budgets. Most already use Canva's free tier, and Canva wanted to convert them to Canva Pro without an expensive celebrity endorsement.
GIGIL's idea: take Kween Yasmin — the viral 'All-Purpose Kween' — and make her the product. Her likeness became Canva Pro assets: stock photos, an emoji set and a typeface, so businesses could use 'her' in their own content.
The assets spread from the SME Business Expo through businesses, fandoms, schools and even government offices; netizens taught each other how to use them. Filipinos used the assets 1.6 million-plus times, Canva Pro trials doubled, brand conversations surged 391% and engagements passed 17.5 million.
The campaign won a Silver Social & Creator Spike at Spikes Asia 2026 and a Silver at the New York Festivals for influencer use, becoming a milestone in Philippine pop culture.
What it achieved
Make the influencer a tool customers use
Why it worked
Using the influencer as a tool makes the ad itself useful, so customers keep touching the brand.
A beloved local personality gives a global platform a homegrown, meme-ready identity.
Free users converting to Pro got a reason that was fun, not a discount.
What can be applied
An endorsement is a message; a tool is a habit. Embedding an influencer inside the product as fonts, photos and stickers turns fame into daily usage, not a one-off post.
Aftermath
The Kween Yasmin assets stayed in Canva Pro as ongoing content, and GIGIL's model — turning personalities into product features — became a template for its later work.
FOLLOW THE EVIDENCE
The sources
- Kween Yasmin — Canva (entry with results) lovethework.com
- GIGIL, Leo Manila score Silver and Bronze at Spikes Asia 2026 adobomagazine.com
- GIGIL shines on the global stage at The New York Festivals thechronicle.com.ph