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Marketing in Thailand: Learn From 5 Most Successful Campaigns

AJ Marketing - Marketing in Thailand: Learn From 5 Most Successful Campaigns

If you're considering expanding your business to Thailand, I'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. But with a little bit of research and a solid strategy, you can definitely make a splash!

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. Lucky for you, we've analyzed the top five most successful marketing campaigns in Thailand, so you can learn from them.

Thai consumers are pretty tech-savvy, with a large percentage of the population using the internet and social media platforms. 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.

AJ Marketing - Marketing in Thailand: Learn From 5 Most Successful Campaigns - Adoption and Use of Digital Services in Thailand

Finally, don't forget about influencer marketing! Thai consumers love getting product recommendations from influencers rather than traditional hard-sell marketing. And with our analysis of successful influencer campaigns in Thailand, you can learn how to create your own influencer strategy.

So, there you have it! With our tips and insights, you can create an effective marketing campaign in Thailand and expand your business in this exciting market.

AJ Marketing - Marketing in Thailand: Learn From 5 Most Successful Campaigns - Connect

Top 5 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. As of July 2020, Grab had a whopping 350 thousand daily active users, which is no small feat. And you know what helped them get there? Their amazing marketing strategy!

AJ Marketing - Marketing in Thailand: Learn From 5 Most Successful Campaigns - Average daily grab users in Thailand jan-jul 2020

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.

AJ Marketing - Marketing in Thailand: Learn From 5 Most Successful Campaigns - "Chocolate Love Delivery" Campaign by GrabFood and Tops is an Online to Offline Campaign done for Valentine's Day in Thailand

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. Netflix has a unique and exceptional strategy that sets them apart from the competition.

AJ Marketing - Marketing in Thailand: Learn From 5 Most Successful Campaigns - Active netflix subscribers in Thailand 2017-2020

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.


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.

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