Objective / Brief

• To promote and create awareness for NPD.

• To acquire new users to trial new product and exclude the existing target.

Project Details

Create curiosity about the new product through offline channels like the MBK LED screen and Look ads, along with online platforms such as KOLs pages and Micro-KOLs, to spark consumer interest. Then, reveal the product through five microfilms, each showcasing the product’s benefits in the films.
After the release of the microfilms, we enhanced consumer engagement by hosting a live event at Center Point Avenue, where celebrity KOLs like Nisamanee and Juepak, along with Micro-KOLs, were invited to participate.
Following this, we amplified the campaign by having KOLs post on TikTok, encouraging people to try our product.
Lastly, we used marketing and entertainment pages to wrap up the campaign, summarizing the activities from the beginning to ensure consumers understand the full scope of what we accomplished.

Online 360 Campaign

• Out of home
• Micro KOLs on X (Twitter)
• KOLs pages
• Microfilms
• YouTube Microfilm
• Facebook Microfilm
• Event
• KOLs Celebrity

Results

Microfilms on TikTok captured attention, driving 34,436,354 million impressions and reaching 15,957,247 million people. Highlighting product benefits generated strong interest from new and existing customers, while a celebrity-backed launch event with product samples boosted brand awareness and trial. Positive social sentiment, supported by Micro KOLs, reinforced product awareness and appeal among young audiences, successfully introducing the new product.