Charoen Pokphand Foods Public Company Limited (CP Foods) has demonstrated outstanding performance in the realm of social media worldwide, with the CP brand securing a top position by winning the FINALIST award for BEST BRAND PERFORMANCE ON SOCIAL MEDIA in the Food & Snacks category at the Thailand Social Awards 2024. The event, organized for 12 years by Wisesight, Thailand’s No.1 Social Media Analytics Service, recognizes the effectiveness of communication through social media channels, creating brand mentions and public engagement through online creators and celebrities across five platforms: Facebook, Instagram, X, TikTok, and YouTube.
Ms. Anarkawee Chooratn, Head of Marketing at CP Foods, emphasized the increasing influence of social media platforms in marketing activities. They not only serve as communication channels but also enable the company to access the variety of behaviors and lifestyles of consumers. This inspires the company to develop proactive marketing communication strategies through social media to enhance consumer engagement with the CP brand.
Last year, significant CP brand communication campaigns that created enormous social trends and consumer engagement included the “Thai Chicken – Mission to Space” campaign, which generated a global trend of “Talk of the Town.” The hashtag #CPMissiontoSpace soared to the top trend in Thailand and ranked third worldwide. Additionally, the advertisement “First in the World! Thai Chicken Go to Space with CP” garnered over 100 million views on social media platforms, boosting confidence among partners and resulting in product acceptance by over 1,000 stores within a month.
The “CP Poached Eggs” campaign, featuring popular influencer Billkin-Putthipong Assaratanakul, garnered over 26 million views on social media platforms. It introduced an AR innovation, providing a 3D experience for consumers to enjoy both online and offline. With the inclusion of the new platform ZEPETO, where users could select special items from the brand for 30 days, the campaign attracted over 14 million users, making it one of the most viewed marketing campaigns in the virtual world, ranking second globally last year.
Another successful campaign was “CP Spicy Bolona,” featuring PP – Krit Amnuaydechakorn, a top artist of the era. The campaign quickly rose to the top trend in Thailand within 14 minutes, with over 40,000 reposts, setting a new standard for advertising campaigns in Thailand.
CP Foods is committed to producing and delivering quality and safe food adhering to global standards while considering nutritional values to continuously enhance consumer health. The company delivers food to meet consumer needs adhering to the three main pillars: Innovation, Wellness, and Planet. Additionally, it designs communication and creative campaigns that respond to consumer demands and various trends.
