Background

Songkran Festival is the most famous and biggest

offline festival in Thailand. Each year, Thai people

across the country, hold events to connect and

celebrate Songkran festival in their own way. But

during pandemic, Songkran festival everywhere has to

be canceled for health safety reason

As for Songkran 2022 is near, while COVID-19 situation

is still unclear. People are craving to meet and celebrate

but still afraid to go out. How does TikTok, a brand with

a belief of connecting and celebrating, encourage Thai

people, to connect and celebrate again while COVID is

still out there.

IDEA

For Songkran 2022, TikTok, in partnership with Tour-

ism Authority of Thailand, launched SONGGRAND,

the first, and biggest virtual Songkran festival within

TikTok platform to connect Thai people from all ages,

gender and provinces across the country to celebrate

Songkran festival together despite staying in their

own home.

First, the campaign launched the new 'SONGGRAND

anthem', a traditional songkran song with a twist that

led people to join SONGGRAND festival on TikTok.

When people open TikTok app they will see a special

SONGGRAND design Ul that let people walk through

Songkran activities just like in the real world with

activity themed TikTok filters.

#MISSSONGGRAND : Online beauty pageant contest

#SONGGRANDMENU : Songkran themed food contest

#SONGGRANDBEAUTY : Songkran make up and dressed up challenge

#SONGGRANDDRAMA : Songkran themed movie challenge

As for Songkran 2022 is near, while COVID-19 situation

is still unclear. People are craving to meet and celebrate

but still afraid to go out. How does TikTok, a brand with

a belief of connecting and celebrating, encourage Thai

people, to connect and celebrate again while COVID is

still out there.

First, the campaign launched the new 'SONGGRAND

anthem', a traditional songkran song with a twist that

led people to join SONGGRAND festival on TikTok.

When people open TikTok app they will see a special

SONGGRAND design Ul that let people walk through

Songkran activities just like in the real world with

activity themed TikTok filters.

#MISSSONGGRAND : Online beauty pageant contest

#SONGGRANDMENU : Songkran themed food contest

#SONGGRANDBEAUTY : Songkran make up and dressed up challenge

#SONGGRANDDRAMA : Songkran themed movie challenge

RESULTS

34.9. M

IMPRESSIONS

449.1 M

TOTAL VIEWS ON TIKTOK

3.5 M

REACHES ON PR