Marketing in Thailand: Learn From 7 Most Successful Campaigns
- info831035
- Nov 4
- 9 min read
Updated: 4 days ago
If you're considering expanding your business to Thailand, we've got some tips for you on marketing in this region. Trust us, it can be a bit challenging, especially if it's your first time.
First things first, you need to understand the behavior of Thai consumers and current market trends. There are plenty of marketing strategies out there, but you need to do your homework to find the best one for your business. Thai consumers are also pretty tech-savvy, with 65.4 million of the population using the internet and 51 million using social media platforms (Source: DataReportal). So, make sure you're launching your advertising campaigns on the right platforms to reach your target audience. Plus, Thai consumers are extremely brand-conscious and loyal, so you need to be sure to win their hearts and minds with your go-to-market strategy. Finally, don't forget about influencer marketing! Thai consumers love getting product recommendations from influencers rather than traditional hard-sell marketing.
By diving into the 7 most successful marketing campaigns in Thailand, you'll gain valuable insights into what works in this market. These campaigns demonstrate how brands have captured the attention and loyalty of Thai consumers by leveraging cultural nuances, digital platforms, and innovative strategies. Whether you're a seasoned marketer or just starting, these examples will inspire you to craft campaigns that resonate deeply with your target audience. Let’s get started!
Top 7 Marketing Campaigns in Thailand ⬇️
1. Grab Thailand
Let us tell you about Grab, the super app that's taking Thailand by storm. Grab is an online-to-offline platform that offers a wide range of services like GrabFood, GrabFresh, GrabCar, and GrabPay, making it a one-stop-shop for customers' daily needs. No wonder it's called a super app!
Grab started its journey in Thailand in 2013 and has been growing rapidly ever since. In 2023, the company recorded an impressive 15.6 billion baht in revenue and 1.3 billion baht in profit, making it the only profitable food delivery platform in the country for two consecutive years. With numbers like these, it’s clear that Grab is thriving! (Source: Thai Times)
Grab's marketing is all about hyper-localization. They take the time to study Thai consumer behavior and adapt their marketing campaigns accordingly. When they first came to Thailand, they partnered with the most popular girl group in the country, BNK48, to be their brand ambassadors. The group has been involved in almost all of Grab's marketing efforts, from social media campaigns to brand awareness events.
And let me tell you, it's been a hit! Thai audiences love BNK48, so their involvement in Grab's campaigns has been nothing short of enthusiastic. Their collaboration in a music video titled "Can You" was a genius move, showcasing the usefulness of Grab Apps. The video racked up over 2.6 million views on YouTube, making it a huge success. Plus, the song was super catchy, so it's easily remembered by the audience.
Grab has been consistent in including BNK48 in their other campaigns, like the "Chocolate Love Delivery by GrabFood X Tops Campaign" during Valentine's Day. It's a smart way to leverage the popularity of local celebrities to boost your brand.
Overall, Grab's success shows that partnering with local celebrities is a great go-to-market strategy for businesses entering new markets. With their hyper-localization marketing and smart collaborations, Grab has become a household name in Thailand and beyond.
2. Netflix Thailand
Did you know that COVID-19 lockdowns in Thailand accelerated the growth of Over-the-Top TV (OTT TV)? And one of the biggest players in the game is Netflix. Their subscriber base has grown significantly from 2017 to 2020, but it's not just due to the pandemic. As of 2024, Thailand has 2.1M people subscribed to Netflix (Source: World Population Review). Truly, Netflix has a unique and exceptional strategy that sets them apart from the competition.
According to Reed Hastings, co-founder and chief executive of Netflix, their focus in Thailand is on personalization. They use machine learning to provide the best personalized experience for each viewer. Instead of bombarding their customers with hard-selling advertising, Netflix provides the most suitable movie and TV recommendations customized for each individual. This keeps Thai audiences coming back for more because they know they'll find something they love on the platform.
It's a great example of how sometimes, a successful marketing campaign doesn't have to involve a large budget for advertising or promotional events. By understanding your customers' interests and providing personalized recommendations, you can gain their attention and keep them coming back for more.
As the saying goes, "great marketing is great entertainment", and that's exactly what Netflix is providing in Thailand. By focusing on personalization and giving viewers exactly what they want to see, they've become a go-to source for entertainment in the country.
3. Pony Stone
Let's talk about Pony Stone, a popular fashion brand from Bangkok that's known for its unique style, especially vintage denims. Pony Stone's popularity has even reached international markets, with celebrities like Kylie Jenner, Kendall Jenner, and Gigi Hadid sporting their clothes. But there's one specific moment that really boosted the brand's popularity.
If you've been paying attention, you'll know that the Korean wave is a huge trend in Thailand right now. And Pony Stone is a great example of this. One of the jackets from their collection was worn by Lisa, a top female idol from the K-pop girl band Blackpink, in a music video. This appearance of the brand's jacket in the music video had a huge impact on Pony Stone's exposure and recognition.
K-pop fans are known for taking their love for their idols to the next level. They create blogs, articles, and fan sites that break down the fashion choices of K-pop idols. So, when Lisa wore that Pony Stone jacket in the music video, it instantly gained brand recognition from across the globe. It's a great example of the power of celebrity endorsement in Thailand, especially when it comes to K-pop idols.
Overall, Pony Stone's success shows that even a small placement in a music video can have a big impact on a brand's exposure and recognition. And with the Korean wave still going strong, there's plenty of opportunities for brands to tap into this trend and gain new fans in Thailand and beyond.
4. Bobbi Brown
Have you heard about Bobbi Brown, the American cosmetics brand that's also a hit in Thailand? Bobbi Brown is known for their high-end beauty products that deliver quality results.
To attract a new generation of customers, Bobbi Brown launched an influencer marketing campaign in Thailand. The brand partnered with micro-influencers to promote their latest product, the Extra Lip Tint. The campaign was run on Instagram and YouTube, with influencers creating content like product reviews and swatches. They also posted pictures on Instagram showing off the Extra Lip Tint product.
What's really impressive about this campaign is how Bobbi Brown localized it for the Thai market. By working with local influencers, the brand was able to boost its recognition and appeal to Thai consumers. Influencers already have a loyal following and a strong online presence, making them a great partner for brands looking to reach new audiences.
This campaign is a great example of the power of influencer marketing, especially when it comes to working with local influencers. By leveraging their authenticity and reach, Bobbi Brown was able to tap into a new generation of customers in Thailand. And as an international brand, it's clear that Bobbi Brown knows how to create a localized campaign that resonates with local consumers.
5. Thai Life Insurance
Lastly, we have Thai Life Insurance, the leading insurance company in Thailand that's famous for its touching commercials. Their ads have won numerous Thai advertising awards and have even gone viral globally. You've probably seen their commercial "Unsung Hero" before, right?
Launched in 2014, "Unsung Hero" consistently ranks among the top emotional advertising campaigns. It has reached over 100 million views on YouTube and received a ton of positive feedback from audiences. But Thai Life Insurance didn't stop there. They've created other viral commercials like "Silence of Love", "Forget Me Not", "Garbage Man", and "Sister" that have resonated with viewers.
Thai Life Insurance is a great example of how a consistent campaign concept can leverage brand awareness. Even though their videos are promoting an insurance service, the marketers have been able to create engaging stories that entertain and connect with audiences.
You can adopt this strategy for your next marketing campaign too! By incorporating "sadvertising", life-inspired stories, or real societal issues, you can create emotional appeal and relatability that could potentially make your video commercials go viral. So, think about how you can create an emotional connection with your audience and use that to your advantage. With the right approach, you too can create a viral marketing campaign that leaves a lasting impact.
6. Ophtus
Ophtus is a tech company from Thailand that sells gaming accessories. Their collection of eyewear is designed with RetinaX technology, which filters blue lights from computers. Their glasses are also designed to enhance gaming experiences.
To promote their eyewear collection, Ophtus created an influencer marketing campaign featuring Thailand's gaming and tech influencers. The campaign was posted through Instagram, YouTube, and Facebook. For content strategy, the influencers took video reviews and images with their Ophtus eyewear.
Ophtus did a great job in choosing the right influencers based on their audience's niche. Therefore, it is important to acknowledge your brand's audience persona and select an influencer that relates to them. Otherwise, your campaign will not be as effective.
7. Advanced Info Service (AIS) Thailand
AIS is the largest telecommunications company in Thailand, providing mobile networks, internet services, and internet TV. The company provides online multi-platform entertainment, business, and financial services under AIS Play. In short, AIS is a pioneer in its field and has a long business history as it was established in 1986.
Being a technology company, AIS is exploring AI technology to ensure future growth. Instead of using human public figures, they used a virtual influencer as their brand ambassador.
AIS appointed i-Irene, the first Metaverse Human in Thailand, as its brand ambassador. She was a character developed by SIA Bangkok, the first Virtual Influencer Agency in Thailand. Within a short time, i-Irene began her debut in digital advertising. As a virtual influencer, i-Irene performed versatile roles, from a presenter to a model for commercials and music videos.
Just like the other internet celebrities, i-Irene has her own Instagram account and has her activities posted on the platform. As a human metaverse, i-Irene became a social media influencer with rising popularity. AIS’s decision to partner with i-Irene strengthened the brand as an innovative technological company in Thailand.
From this case, we gain that CGI influencers could be the next potential marketing option. It could make your brand stand out from your competitor, as well as engage the audiences. On top of that, CGI Internet stars also have their unique advantage: no more controversial risks. You could consider this when you are looking for a fresh, new, and unique face for your brand.
CONCLUSION
From the top marketing campaigns in Thailand, it can be concluded that understanding local consumer trends, doing celebrity endorsements, and collaborating with local influencers play key roles. Thai consumers are tech savvy; they love using social media platforms like Instagram and YouTube. As their media landscape is shifting, using digital channels is the best way to reach potential customers in Thailand.
As for brand message, using celebrity endorsements is very effective. Popular actors, singers, or even a K-pop idols will make an attractive brand message to Thai audiences. In addition, appealing to human emotions such as humor or compassion will also generate positive impacts.
Frequently Asked Questions (FAQs)
Do influencer and celebrity endorsements work well in Thailand?
Yes, Thailand’s consumer culture strongly values recommendations from trusted figures and peer influence. An article describing Thai consumer preferences highlights that brands investing in local influencer relationships or KOL (Key Opinion Leader) collaborations are better positioned to succeed. Because Thai consumers lean on social proof and personal recommendations, influencer or celebrity collaborations can deliver high impact, provided the figure is relevant, authentic, and resonates locally (Source: Kadence International).
How important is localisation in marketing to Thai consumers?
Very important. Thai consumers appreciate brands that understand local culture, language nuances, and values. For example, localised campaigns that reflect Thai cultural elements or use Thai-language content perform better. To resonate, your marketing should adapt visuals, messaging, and platforms to Thai trends (e.g., local festivals, pop culture references) rather than just repurposing global assets (Source: Kadence International).
What role does search engine optimisation (SEO) play in Thailand’s digital marketing landscape?
SEO plays a critical role in Thailand because the vast majority of online brand discovery happens via search engines. For example, in 2025, about 37.1 % of Thai internet users discovered new brands through search engines, making it the top discovery channel. Mobile dominates search in Thailand, with over 90 % of web access happening on smartphones, meaning SEO must be mobile-first, fast, and localised. Therefore, if your campaign in Thailand ignores SEO or optimises only for desktop/global settings, you risk missing a major entry point for Thai consumers. (Source: Meltwater)
How rapidly is social commerce growing in Thailand, and what does this mean for marketers?
Social commerce in Thailand is growing very fast: a 2025 report projects growth of 18.6% to reach US$5.2 billion this year (Source: GlobeNewswire). The seamless integration of social interaction and shopping means that brands should view social platforms not only as awareness channels but also as direct sales channels. For marketers this means investing in shoppable posts, live-stream shopping, and mobile-friendly checkout flows embedded within social apps. If your strategy treats social purely as top-of-funnel awareness, you may miss significant conversion potential.
Why is it critical for brands entering Thailand to understand Thai cultural values and consumer behaviour?
Understanding local cultural values, consumer preferences, and social norms is vital for success in Thailand’s market. Thai consumers place importance on regional customs, social status, community and localised experiences (Source: Kadence International). Without that understanding, campaigns risk seeming generic or misaligned to Thai sensibilities, which undermines engagement and trust. Taking the time to build culturally resonant messaging, adapt to local expectations and integrate into Thai consumer life can significantly improve results.
