Social Content Marketing — Co-Creation & User Generated Content · Silver Spike · Social Engagement & Influencer Marketing — Innovative Use of Influencers / Creators · Shortlisted Spikes Asia · 2026
In the Philippines, small businesses run on hustle and social media. Budgets are tight, and most owners don't have designers. Many already use Canva for everyday marketing, but stick to the free version. They need simple, affordable ways to stand out in crowded feeds.
Filipino internet culture is driven by memes, remixing, and big online influencers. One of the most recognizable is Kween Yasmin, known as the "All-Purpose Kween" for her many pursuits, including being a business owner herself.
So to promote Canva Pro as an all-purpose platform for businesses to advertise themselves, Canva turned the internet's "All-Purpose" Kween Yasmin into a Canva Pro-exclusive all-purpose creative asset for businesses to use in their own content.
This helped Canva Pro—and the businesses that used the Kween Yasmin assets—connect with the masses, sparking a genuine pop culture moment.
Canva could've gotten a celebrity graphic designer as an endorser to promote Canva Pro as an "all-purpose" platform. Instead, they got an influencer touted on Philippine social media as exactly that.
Canva tapped the "All-Purpose" Kween Yasmin—a Filipino influencer known for her talents in singing, comedy, spoken word, business, and more—and crowned her as their very own "All-Purpose Kween."
The brand transformed her into a suite of creative assets for business owners to advertise themselves: a stock photo library, a set of emojis, and a typeface. This proved Canva's identity as an all-around platform that could help their business be seen.
The campaign culminated at the largest gathering of business owners, the Philippine SME Business Expo, where businesses used Canva Pro's Kween Yasmin assets firsthand.
