PatPat Thai Wins the Hearts of Thailand Mothers
360 Digital Marketing
PatPat is a US-based mom & kids clothing e-commerce with the mission to make outfitting kids easy and fun. PatPat’s core value is to blend cute, quality, and great price to create happy moments for children and family. PatPat serves a diverse set of customers in over 100 market globally.
As a family-centric market, Thailand has a vast array of baby products in the market. It became PatPat’s challenge to penetrate the market and differentiate from the competition, especially overcoming language and cultural barriers.
High competition in Thai e-commerce platform
Language and cultural barriers as it was PatPat’s first market penetration experience
Lack of market differentiation and unique selling point to highlight
The key strategy for PatPat’s successful localization process is to have market differentiation and unique selling point. Leveraging on Thailand’s biggest online marketplace, Lazada, we focused PatPat’s brand message to showcase their unique blend of style and quality to accentuate its family-centered brand.
Establish a common theme for PatPat’s brand activation strategy
Strategize a digital marketing package:
- Social media management
- Influencer marketing
- Brand activation
- Digital ads
Identify strategic platform and brand uniqueness to govern the whole brand activation strategy
We designed a full-range market entry strategies compatible with Patpat’s objectives and needs by using CPAS and brand activation strategies to drive conversions and brand awareness.
Social media management (FB & Instagram):
- Product knowledge
- Tips and tricks
- Fun games
- Product catalogue
Digital ads for more maximized and targeted reach into Thai audience
Influencer marketing across various social media platforms:
Initiated a brand activation program in the form of photo competition to increase engagement with targeted audiences
Maximize ROAS by using E-commerce and Facebook Advertising tools:
- Blending Lazada MSP Portal & FB CPAS ads to create a more trackable shopping flow
- Connecting FB ads account and Lazada backend to drive conversion
Our Work Results
At the end of the campaign, PatPat established a strong online presence in Thailand market. As a data-driven agency, we collected data and insights during the whole campaign and generated an analysis report for PatPat about their buyer persona in Thailand. Moreover, we could also identify PatPat’s best-selling product from their e-commerce data (e.g., add-to-cart and sales data).
total followers on PatPat local social media accounts (FB & Instagram)
total impressions with close to 1.8K clicks on PatPat influencers’ content
total impressions of PatPat digital advertisements on Lazada and Facebook
Steady increase from 0.7 across the campaign period