As Intergovernmental Organisations increasingly adopt digital diplomacy, engaging with social media influencers (SMIs) has become essential to ensure credible, authentic, and locally resonant communication. In Southeast Asia, ASEAN is tasked with building and maintaining diplomatic relations within the region and with strategic partners such as the Republic of Korea. Despite growing cooperation, it was found that youth from ASEAN and Korea still perceive each other unequally, primarily due to imbalanced access to information on the political and diplomatic context. This non-thesis project develops and implements engagement strategies for the ASEAN-Korea Youth Influencers Project (AKYIP) to promote diplomatic relations between ASEAN and Korea. Addressing past challenges in maintaining consistent SMI involvement, AKYIP employed persuasive communication strategies through targeted digital campaigns and special events. AKYIP follows Anne Gregory’s (2020) 12 Stages of Public Relations Campaign and emphasises deepening brand engagement by building meaningful connections between influencers and the ASEAN Korea narrative. The project begins with a call for applications, followed by influencers selection and online onboarding sessions. A ten-week campaign phase supports SMIs in producing original content with ongoing guidance. Engagement continues after the campaign through alumni networks through continued interaction in WhatsApp Group and weekly live sessions across TikTok, Facebook, and Instagram. These interactions help transform influencers into long-term advocates for ASEAN-Korea Relations. The practical implications include providing a replicable engagement strategies for other diplomatic initiatives, ensuring sustained relationships with SMIs, and encouraging deeper, more meaningful youth participation in diplomatic communication efforts.


Kata Kunci: ASEAN-Korea Relations, Digital Diplomacy, Social Media Influencers, Persuasive Communication, Brand Engagement, Strategic Communication, Public Relations Campaign.