As a household supply where involvement in daily life is low, a competing brand like TOMI needs to identify and communicate its differentiation that is appealing to the target segment.
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results.
The Japanese attribute is translated into Japan style by TOMI campaign on social.
Pimtha who is famous for being a Japanese-looking idol is selected as a brand presenter to represent ตัวจริงแม่บ้านญี่ปุ่น to modern women target.
More female target started to register and engage with this brand image, with 55K followers recruited through this campaign in one month.