HKT's The Club collaborates with Creatory to boost local creator economy

HKT’s loyalty programme The Club has collaborated with MoneyHero’s multi-channel B2B2C influencer platform Creatory, to bolster Hong Kong’s creator economy.

Launched in 2019 as a dedicated affiliate marketing platform empowering personal finance content creators to monetise their influence, Creatory has grown to become one of MoneyHero Group's flagship brands, generating revenue of US$13.7 million for the full year of 2023 and contributing 17% of group revenue, according to the release. 

Building upon MoneyHero Group's long-standing relationship with The Club, this collaboration marks a significant milestone for Creatory as it expands its presence in Hong Kong.

The collaboration with The Club will enable Creatory to offer influencer marketing solutions outside of personal finance and expand into new areas of travel, wellness, experience, loyalty and lifestyle sectors. At the same time, The Club can leverage Creatory's extensive network of content creators to promote, among others, its brands and products.

The partnership also rides on research findings that showed Hong Kong has a highly internet-savvy population, and brands are leveraging the power of influencer marketing for growth.

HKT's spokesperson told MARKETING-INTERACTIVE that "We plan to introduce our offerings to Creatory's content creator community at the beginning of the summer, with the intention of expanding our reach to a wider group of audience following the initial launch of Creatory Hong Kong."

According to Statista, over 57% of Hong Kong consumers have purchased products endorsed by content creators, illustrating the vibrant creator economy in Hong Kong. Creatory's collaboration with The Club uniquely positions Creatory to reach new customer segments and drive business growth.

Rohith Murthy, CEO of MoneyHero Group, said: "We are excited to deepen our collaboration with The Club following its strategic partnership with MoneyHero in 2023. This collaboration extends Creatory's influencer marketing services to the wider Hong Kong community and unlocks new opportunities for our creators to monetise their influence."

"Over the past few years, Creatory has established itself as a trusted brand through strong partnerships with top-tier financial institutions. This strategic move allows us to bridge content creators with a wider array of brands, fostering collaboration and growth across new domains. We are excited to lead the way in shaping the future of influencer marketing and empowering creators to thrive," added Murthy. 

"At The Club, we partner with our merchants by providing captivating experiences to connect our Club Members. We are thrilled to join forces with Creatory and co-create impactful engagements through relevant target audiences with Creatory's social media expertise and our extensive network of lifestyle offerings. Through this collaboration, we aim to resonate better with our Club Members." said Monita Leung, CEO, digital ventures of HKT.

The partnership will primarily cover the Hong Kong market, with the potential to extend to broader regions as HKT continues to grow its travel and digital commerce.

The spokesperson added: "The Club has been connecting our merchants with our large member base to provide lifestyle experiences. This collaborative effort will be invaluable for local businesses to effectively market themselves and capture business opportunities within our flourishing ecosystem."

Back in 2023, The Club launched its strategic partnership with MoneyHero to provide The Club members with financial knowledge and information to enable their smarter selection of appropriate financial products alongside earning Clubpoints.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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