SangSom is the No.1 Thai Rum Brand. For many years, SangSom has been investing in promoting ‘its name’ in the market through advertisements and various consumer experiences, becoming a familiar brand to everyone. Recently, when tasked with promoting a new Limited Edition ‘Dual Bottle’ box , we spotted a quirky transformation of 'Sang-Som' into the playful 'Som-Sang' on the box, before someone else did, we made a joke of ourselves by turning the design mistake into a new campaign!

Som-Sang WHAT! is what the Fun Music Campaign using 'Ear Worm' strategy in Music Marketing to promote 'Sang-Som' the new limited edition pack. Featuring Nack Chalee, a popular Thai singer, the campaign was kicked off with an MV loaded with many Thai wordplays that sound like 'Som-Sang,' sparking everyone's curiosity about what 'Som-Sang' really is.

The MV was launched on various social media platforms such as Facebook and TikTok. Moreover, everyone can experience this music directly through the new limited box. Just scanning the limited box turns it into a jukebox with AR, making the box even more enticing for collectors.

Through social data gathering and on-ground focus groups with SangSom's fan base, we've identified their primary interests: entertainment, partying, and art. In the ever-evolving market targeting the younger generation, SangSom faces the challenge of prohibited alcohol advertising, limiting the display of bottles. However, the brand takes a creative approach by injecting an 'Ear Worm' in a humorously memorable manner. This strategy perfectly aligns with the preferences and values of our youthful target audience.

The campaign's success speaks volumes, with the limited edition product selling out within the first week of its launch. An 81% surge in TikTok followers underscores the brand's resonance with its target audience. Moreover, the campaign has garnered an impressive 3.4 million minutes (equivalent to 56,000 hours) of consumer engagement, along with over 900,000 reactions and a reach of more than 22 million individuals. This extensive reach translated into a staggering 72 million in earned media value, amplifying SangSom's visibility and impact in the market. Notably, the music video component of the campaign has been a runaway success, amassing 27 million views and engaging with audiences 29 million times, with the song becoming a viral sensation on TikTok.

These results signify heightened consumer awareness and a notable 30% increase in brand perception, reflecting the campaign's strategic alignment with SangSom's brand identity and its ability to resonate with evolving consumer preferences.