Case Studies

Reviving Tradition: Marlarmyaing's ThaBin Contest Initiative

Marlarmyaing Public Company Limited, encompassing various sectors such as Distribution, Retailing, Export, Manufacturing, Plantation, and Other Services, recognized a significant cultural shift impacting their target audience, primarily hailing from rural areas. Despite their deep-rooted affinity for Myanma ThaBin, a traditional snack, Marlarmyaing observed its diminishing prominence in modern times. Determined to reignite interest and emotional connection with their audience, Marlarmyaing embarked on a groundbreaking initiative: organizing the first-ever ThaBin Contest in Myanmar.

Navigating Cultural Shifts and Emotional Connection Problem

The primary challenge for Marlarmyaing was twofold: addressing the waning popularity of Myanma ThaBin amidst changing cultural preferences and fostering a genuine emotional bond with their audience. To accomplish this, Marlarmyaing needed a strategic approach that not only captured attention but also engaged and resonated with their target demographic. Launching a ThaBin Contest presented an opportunity to not only celebrate tradition but also establish Marlarmyaing as a brand deeply invested in cultural preservation and community engagement.

Campaign Results

Success in Engagement and Connection

Through meticulous planning and execution, Marlarmyaing's ThaBin Contest initiative yielded remarkable results. With a total of 1.5 million views across all channels, the campaign effectively captured the attention of the audience, breathing new life into the tradition of Myanma ThaBin. Engagement soared to 3.3 million across digital channels, demonstrating the campaign's success in fostering active participation and interaction. Additionally, the campaign generated widespread enthusiasm, as evidenced by the staggering total of 1 million shares across digital platforms, showcasing the audience's eagerness to embrace and share the cultural heritage promoted by Marlarmyaing. By collaborating with Fortune TV, leveraging ThaBin celebrities, and executing a multi-phase campaign strategy, Marlarmyaing not only revitalized interest in Myanma ThaBin but also forged a deeper emotional connection with their audience, cementing their position as a brand committed to tradition and community values.

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