Marketing in Thailand: Learn From 5 Most Successful Campaigns

marketing in Thailand: learn from 5 most successful campaigns

Doing marketing in Thailand can be challenging, especially if you are doing it for the first time. If you are thinking about expanding in Thailand, there are several things to consider, including Thai consumer behavior and current market trends. Of course, there are hundreds of marketing strategies out there, but you have to do your homework before you can see success. In this article, we've got the best marketing campaigns in Thailand which you could take a few lessons from.

Before launching your campaign, it is important to know which platforms Thai consumers frequent. Thai consumers are digital savvy, as can be seen by their adoption and use of digital services. Out of the 70 million people in Thailand, 77.8% are internet users, while 81.2% are social media users. Thus, search engines like Google and Yahoo, and social media platforms like Instagram, YouTube, and TikTok are great places to launch your campaign in.

Adoption and Use of Digital Services in Thailand

In addition, Thai people are the most brand-conscious and brand-loyal consumers among Asian countries. It means that through the right go-to-market strategy, you could win the hearts of the consumers and take market share. The Thai population also prefer getting product recommendations from influencers, rather than hard-sell traditional marketing strategies. This can be seen by the amount of successful influencer marketing campaigns launched previously by brands.

In this article we have analyzed the 5 most successful marketing campaigns in Thailand. You can learn about everything, from strategy to content samples. We hope this will inspire your next advertising and marketing campaign.

Top 5 Marketing Campaigns in Thailand ⬇️

  1. Grab Thailand

  2. Netflix Thailand

  3. Pony Stone

  4. Bobbi Brown

  5. Thai Life Insurance

1. Grab Thailand

Grab is an online-to-offline (O2O) platform that provides various services for customers' daily needs, their services including GrabFood, GrabFresh, GrabCar, and GrabPay. This is also the reason Grab is considered as a super app. Grab began its first step in Thailand in 2013 and, since then, it has been rapidly growing. Grab has increased its number of daily active users to 350 thousand users by July 2020.

Average daily grab users in Thailand jan-jul 2020

One of the reasons behind Grab's success is its marketing strategy. Grab is known for its hyper localization marketing. Grab studies Thai consumer behavior and adapts it to marketing campaigns. When entering Thailand, Grab immediately appointed BNK48 as its first brand ambassadors. BNK48 is the most popular girl group in Thailand. The girl group is actively involved in almost all types of Grab's marketing effort, from social media campaigns to brand awareness events.

Undoubtedly, the involvement of this popular group brings out the enthusiasm in Thai audiences. The collaboration in a Music Video titled "Can You", highlighted the usefulness of Grab Apps. As a result, "Can You" music video reached more than 2.6 million views on YouTube. This was a smart way of advertising as it was an attention-grabber and a soft-selling campaign. Moreover, the song was catchy, making it easily-remembered by the audience.

"Chocolate Love Delivery" Campaign by GrabFood and Tops is an Online to Offline Campaign done for Valentine's Day in Thailand

Continuing its successful path, Grab consistently included BNK48 in their other campaigns, such as “Chocolate Love Delivery by GrabFood X Tops Campaign” during the Valentine Day.

Grab utilized the popularity of BNK48, and had it extended to its name. From this case, we learned that localization by partnering with local celebrities is a great go-to-market strategy.

2. Netflix Thailand

The COVID-19 lockdowns accelerated Over-the-Top TV (OTT TV) growth in Thailand. Netflix has been impacted by this change, its subscribers growing significantly from 2017 to 2020. However, this is not a sole reason for Netflix's popularity in Thailand. They also have a unique and exceptional strategy that also plays a big role in this matter.

Active netflix subscribers in Thailand 2017-2020

Reed Hastings, co-founder and chief executive of Netflix, said that Netflix Thailand focuses on personalization. They aim to give the best personalized experience to each viewer based on machine learning. Instead of trying hard on hard-selling advertising, Netflix provides the most suitable movie and TV recommendations customized for each consumer. Thai audiences thus keep getting back to the platform because it keeps showing them what they want to see.

Sometimes, a campaign doesn’t always mean spending a large budget on advertising or promotional events. Understanding your customer interest could provide powerful insights about what you have to offer in order to gain their attention. In this case, Netflix provides personalized recommendations. “Great marketing is a great entertainment”; this perfectly describes Netflix's market approach in Thailand.

3. Pony Stone

Pony Stone is a well-known fashion brand from Bangkok, Thailand. The brand is acknowledged for its unique style, especially vintage denims. Pony Stone popularity has reached the international market, including international celebrities like Kylie Jenner, Kendall Jenner, and Gigi Hadid. However, there is a specific momentum that seemed to boost the popularity of the brand.

If you read our article, Top 9 Emerging Marketing Trends in Thailand to Watch Out, you must have noticed that the Korean wave is a leading trend in Thailand. Pony Stone is the real example for this case. A jacket from Pony Stone was worn on a music video by Lisa, a top female idol from K-pop girl band Blackpink. The appearance of the brand's jacket in the music video brought a huge impact on brand exposure and recognition.

K-pop fans often take it to the next level when it comes to their favorite idols. Fans create many blogs, articles, and fan sites that break down the fashion choices of K-pop idols. Because of the placement in Lisa's music video, Pony Stone gained brand recognition from across the globe. This gives us insight about the power of K-pop celebrity endorsement in Thailand.

4. Bobbi Brown

Bobbi Brown is an American cosmetics brand that is also popular in Thailand. The company is known to be a high-end brand that delivers good quality beauty products.

In order to attract a new generation of customers, Bobbi Brown created an influencer marketing campaign. The brand collaborated with micro-influencers to promote their latest Extra Lip Tint product. The campaign was done on Instagram and YouTube. Influencers created contents such as product reviews and swatches. They also posted pictures on Instagram showing the Extra Lip Tint product.

As an international brand, Bobbi Brown did a great job in creating a localized campaign. This campaign shows how working with a local influencer is a great strategy to boost brand recognition. Influencers already have a loyal follower base, great online presence, and authentic relationship with their subscribers. These positive traits are then extended to brands who collaborate with them.

5. Thai Life Insurance

Thai Life Insurance is the leading insurance company in Thailand. It gained wide recognition through its touching commercials. Their commercials are often winning Thai advertising awards and often go viral globally. For instance, you must have seen or encountered the commercial titled “Unsung Hero” above.

Launched in 2014, “Unsung Hero" consistently stayed on the top list when it comes to emotional advertising. Currently, it has already reached more than 100 million views on YouTube, with positive sentiments from the audience. However, Thai Life Insurance didn't stop on this masterpiece. Its other commercials such as “Silence of Love”, “ Forget Me Not”, “Garbage Man”, and “Sister” also went viral and were welcomed by the audiences.

Thai Life Insurance is the real example of how a consistent campaign concept could leverage brand awareness. Although the videos are intended to deliver a promotional message about an insurance service, the marketers are able to convert it into an engaging story that keeps the audiences entertained.

You can adopt this strategy on your next marketing campaign. Adopting "sadvertising", life-inspired stories, or real societal issues could potentially make your video commercials go viral due to its emotional appeal and relatability.


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.

If you want to create the best marketing strategy in Thailand and you need the help of a local marketing agency, check this list of 17 Best Marketing and Advertising Agencies in Thailand from Thaiger.

To get more insights on marketing and advertising in Thailand, check the AJ Marketing Blog.

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