Iris Case Studies Chang Beer's Successful Digital Marketing Strategy: A Case Study

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	Chang Beer's Successful Digital Marketing Strategy: A Case Study Iris

Chang Beer's Successful Digital Marketing Strategy: A Case Study

Iris

Applicable Functions	Sales & Marketing
Challenge	Chang Beer, a popular Thai beer brand, was looking to build on the success of their previous #oursong campaign. They wanted to delve deeper into the concept of friendships, aiming to capture and celebrate something more authentic. The challenge was to create a campaign that would resonate with their target audience and generate significant engagement. They decided to recruit Thai superstar Weir Sukollawat Kanarot and retell the true story of his success, which was largely thanks to his best friends. The story was set in two different decades, one during their university days when his friends helped him get discovered, and the other in the present day when Weir helps convince his friend to follow his dream. Read More
About Customer	The customer in this case is Chang Beer, a well-known beer brand in Thailand. Chang Beer is known for its innovative marketing campaigns that often revolve around themes of friendship and community. They are passionate about celebrating friendships and have previously run successful campaigns such as #oursong. For this campaign, they wanted to delve deeper into the concept of friendships and decided to tell the true story of Thai superstar Weir Sukollawat Kanarot's success, which was largely thanks to his best friends. Read More
Solution	Chang Beer decided to leverage the power of digital marketing for their campaign. They released a film online, which was also cut down for TV, outdoor digital, and pocket TV. The campaign was promoted with the hashtag #BFKB (Best Friends Know Best). This hashtag was designed to encourage social media users to share their own stories of friendship and support, thereby creating a sense of community around the brand. The campaign was a multi-channel effort, utilizing various digital platforms and services to reach a wide audience. The use of a popular Thai superstar also helped to attract attention and generate interest in the campaign. Read More Log in to view content
Contents

Applicable Functions

Sales & Marketing

Challenge

Chang Beer, a popular Thai beer brand, was looking to build on the success of their previous #oursong campaign. They wanted to delve deeper into the concept of friendships, aiming to capture and celebrate something more authentic. The challenge was to create a campaign that would resonate with their target audience and generate significant engagement. They decided to recruit Thai superstar Weir Sukollawat Kanarot and retell the true story of his success, which was largely thanks to his best friends. The story was set in two different decades, one during their university days when his friends helped him get discovered, and the other in the present day when Weir helps convince his friend to follow his dream.

About Customer

The customer in this case is Chang Beer, a well-known beer brand in Thailand. Chang Beer is known for its innovative marketing campaigns that often revolve around themes of friendship and community. They are passionate about celebrating friendships and have previously run successful campaigns such as #oursong. For this campaign, they wanted to delve deeper into the concept of friendships and decided to tell the true story of Thai superstar Weir Sukollawat Kanarot's success, which was largely thanks to his best friends.

Solution

Chang Beer decided to leverage the power of digital marketing for their campaign. They released a film online, which was also cut down for TV, outdoor digital, and pocket TV. The campaign was promoted with the hashtag #BFKB (Best Friends Know Best). This hashtag was designed to encourage social media users to share their own stories of friendship and support, thereby creating a sense of community around the brand. The campaign was a multi-channel effort, utilizing various digital platforms and services to reach a wide audience. The use of a popular Thai superstar also helped to attract attention and generate interest in the campaign.

Impact #1	The campaign was a resounding success, achieving significant engagement and positive feedback. The use of a popular Thai superstar and a relatable story of friendship helped to create a strong emotional connection with the audience. The campaign also successfully utilized various digital platforms and services, demonstrating the effectiveness of a multi-channel digital marketing strategy. The success of the campaign has further solidified Chang Beer's reputation as a brand that understands and celebrates the importance of friendships.

Impact #1

The campaign was a resounding success, achieving significant engagement and positive feedback. The use of a popular Thai superstar and a relatable story of friendship helped to create a strong emotional connection with the audience. The campaign also successfully utilized various digital platforms and services, demonstrating the effectiveness of a multi-channel digital marketing strategy. The success of the campaign has further solidified Chang Beer's reputation as a brand that understands and celebrates the importance of friendships.

Benefit #1	The campaign hashtag #BFKB became the #1 trending hashtag on Twitter.
Benefit #2	The campaign received 100% positive feedback.
Benefit #3	The campaign generated over 650,000 engagements.

Benefit #1

The campaign hashtag #BFKB became the #1 trending hashtag on Twitter.

Benefit #2

The campaign received 100% positive feedback.

Benefit #3

The campaign generated over 650,000 engagements.

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Overview

Chang Beer's Successful Digital Marketing Strategy: A Case Study

Operational Impact

Quantitative Benefit