SEIKO is a well-known Japanese watch brand that has been in business for over a century. They are renowned for their innovative and high-quality watches that appeal to people of all ages. Recently, SEIKO wanted to attract a younger generation of customers, so they reached out to Lifestyle Asia Thailand, a popular lifestyle and luxury publication in the region. The goal was to collaborate with a celebrity who could appeal to a younger audience while elegantly representing the SEIKO brand. Lifestyle Asia was tasked with creating content featuring this celebrity to promote SEIKO watches.
Mission
SEIKO had a list of stars they wanted Lifestyle Asia to approach, but the publication was open to other suggestions as well. Lifestyle Asia had to find a celebrity who could appeal to a younger demographic and effectively carry the SEIKO brand. Additionally, the content created had to be engaging and compelling, driving traffic and engagement to Lifestyle Asia's website and social media channels.
Solution
After careful consideration, Lifestyle Asia Thailand chose Thanapob "Tor" Leeratanakachorn as their celebrity partner. Tor is a popular Thai actor and icon who has a significant online following, making him an ideal choice to appeal to a younger audience. He is known for his artistry, love of acting, and his ability to maintain a balance in his personal and professional life.
The creatives provided for the SEIKO campaign by Lifestyle Asia Thailand included a photoshoot featuring Thanapob "Tor" Leeratanakachorn, the chosen brand ambassador. The photoshoot aimed to highlight SEIKO's products while showcasing Tor's star power and appeal to the younger generation, the brand's target audience. A behind-the-scenes video was also created to provide an exclusive look at the making of the photoshoot and give viewers a glimpse into Tor's personality. Additionally, a new interview video format was introduced, featuring rapid-fire questions that allowed viewers to learn more about Tor and his relationship with SEIKO. To further promote the campaign, online articles were created that provided in-depth coverage of the brand and the ambassador, while social media sharing helped to reach a wider audience and generate engagement.
Achievement
The Lifestyle Asia and SEIKO collaboration featuring Tor was a success, generating impressive results. Lifestyle Asia received 2,500 page views, 510k views, 14k engagements, and 39k video views, which exceeded their expectations. Tor's star power, combined with the SEIKO brand, made for compelling content that appealed to the younger generation. The multi-channel campaign allowed Lifestyle Asia to engage with their audience on multiple platforms, increasing their reach and visibility.
