Himalaya Vajomba's Yeti influencer wins hearts with cheesy pickup lines

Himalaya Vajomba, an extension of Himalaya Salt Sports Candy, spotlighted its brand ambassador, the Himalayeti, as an influencer during this year's Valentine's Day. Armed with cheesy pick-up lines appropriate for the occasion, and even cheesier profile pics, the Himalayeti went on Tinder to win the hearts of Malaysians.

In just four days, Himalayeti received 100 Tinder matches and plenty of pick-up lines in return. Naturally, Himayala Vajomba seize the opportunity to brag about it on social media, which in turn kickstarted even more organic conversations online.

Like a true serial dater, Himalayeti was a smooth operator and slid into the direct messages of individuals. Among those who responded were influencers from the sports and lifestyle category such as Amira Ayob, Irfan Shamduddin, Sharifah Wawa, Amanda Imani, Ira Roslan, Daniel Cheang, and Marisa Soraya. It even caught the attention of Malaysian movie star Erra Fazira.

The brand gave out sweet bouquets to all of Himalayeti's Valentines as a sweet ending to the campaign, creating even more traction and ending it with a total engagement of 29,471 individuals. It also saw an uplift of +41.7% in follower growth, and 141k of earned media reach.

Andrew Lim, head of sales and marketing, Nicko Jeep Manufacture, explained that instead of pushing something tactical and adding to the Valentine's Day clutter, it trusted the creative team from Naga DDB Tribal and decided to take a slightly different approach.

Meanwhile, Hajar Yusof, head of digital experience at Naga DDB Tribal, said the team wanted to use this sweet occasion as an opportunity to reach a new pool of audience, but not just as a sponsored ad. "So we thought to ourselves – what if our brand ambassador Himalayeti looks for a Valentine? Imagine swiping on Tinder and seeing a fluffy, white creature holding a bouquet of candy for you. I’d swipe right on that," Hajar added.