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Top 6: September 9th 2020

Kilen: Kilen Social Museum

Top 6: September 9th 2020
Kilen Teck Heng Yoo is a brand of traditional Chinese herbal medicines that are good for both health and mind. The brand has been with Thai people for 129 years and there is no limitation for this classic, timeless Brand.

However, for the past decades, Kilen Teck Heng Yoo seems to fade away from Thai society. While the older generation people who are familiar with the brand and have bonded with it are less in numbers, the new generation people are not familiar with the brand because, while the products are sold in local drugstores, there has been no advertising or communications from the brand for many years.

Then how will the Brand introduce itself to people in all generations again, despite the fact that the only asset the brand possesses is only one Pop-up museum in Thailand?

Origin of problem:
Not everyone can access the story of the brand because there is only one pop-up museum and therefore people are not exposed to the brand. There is not enough brand visibility and communications from the brand.

We brought the Pop-up Museum alive online, changing it to ‘Social Museum of Kilen Teck Heng Yoo’ that will introduce the brand’s story to people in all generations. It is also the space where people from older generations can tell their story to the new generations.

First time ever that a drugstore will introduce itself as a ‘Social Museum’ by Kilen Teck Heng Yoo, which will retell the stories from the old time via social contents and introduce the brand to everyone again. The Social Museum will become the space where old generations can classically share their cool stories with the new generations.

Within a year, we have shared 24 brand stories via the Social Museum which created a nostalgic atmosphere among many people. They started commenting, sharing their own stories and real experiences they had together with the brand in the past with others in the Social Museum. At the end, the campaign earned 15X content sharing and drove engagement up to 648,652 times. This enables the brand to sustain during its 130th year.

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