Kween Yasmin

Canva wanted to promote Canva Pro as the ‘All-Purpose’ platform for businesses to advertise themselves. Canva could've gotten a celebrity graphic designer for an endorser. Instead, they got an influencer touted on Philippine social media as 'All-Purpose.’ Kween Yasmin is a singer, dancer, spoken word poet, business owner, and more. Canva Pro crowned her as a true All-Purpose Kween—transforming her into a suite of creative assets: a stock photo model, an emoji set, and a typeface. The campaign culminated at the largest gathering of business owners: The Philippine SME Business Expo. There, businesses used Canva Pro's assets firsthand. Some results: > 17.9M Engagements > Multiple marketing efforts ran alongside this campaign, and the period saw a 26% surge in subscriptions.

The brief was to convert business owners who use Canva for free into Pro subscribers. Small- to medium-sized businesses (SMBs) rely heavily on social media and operate on limited budgets. Since they tend to compete for visibility, Canva Pro wanted to show them how it can make their materials stand out. Instead of hiring a celebrity graphic designer, Canva enlisted an influencer who was touted in the Philippines as 'all-purpose.' Kween Yasmin, the internet’s ‘All-Purpose Kween,’ is known for her singing, spoken word poetry, and her mango graham business—she can do it all! Knowing this, she was the perfect embodiment of Canva's all-purpose capabilities. So the brand turned her into a complete brand kit to show their audience exactly how Pro can set their business apart.

Canva turned the ‘All-Purpose’ Kween Yasmin into an all-purpose brand kit. Those with Pro accounts can access the assets online through Kween Yasmin's Canva Creator page. These included: 1. The All-Purpose Photo Library: A photo library of Kween Yasmin in different poses that SMBs can use for their materials. These collections are based on category clichés, such as consumption shots, and more, so that any business can use them. 2. Kweemojis: A Kween Yasmin-ified emoji set, based on her actual facial expressions. 3. Kween Sans: An attention-grabbing typeface. Each letter, number, and character was posed by Kween Yasmin herself. To launch the assets, a behind-the-scenes video showcasing how they were made was released on Canva's social media pages.

The campaign went viral. It was used by local businesses and even big brands, and also exploded in other cultures like K-Pop and the rest of the music industry, as well as in streaming, schools, and even the Philippine government. It birthed endless memes. Some even made their own typeface inspired by the campaign. People couldn’t stop asking how to use it, and netizens began teaching how to use Canva Pro, becoming the experts themselves. Complete results: > 17.9 million Engagements > 391% surge in Brand Conversations > USD 319,000 Earned Media Values > Canva Pro assets were published 1,000,000+ times > Canva Pro assets were used 1,600,000+ times > Multiple marketing efforts ran alongside this campaign, and the period saw a 26% surge in daily Pro subscriptions.