TEFAL: SOULMAID

BACKGROUND

Despite fame as a leading domestic appliance brand from France elsewhere, in Thailand Tefal is merely recognised as a brand that sells good cooking pans. For Thai women, good domestic appliances are made in Japan. Japanese domestic appliance brands have Facebook fans almost a hundred times more than Tefal. The goal we need to achieve is to to get more Thai women to become Tefal’s active fans on Facebook and to become one among top five brands women will think of when they want to buy new domestic appliances, not just a new cooking pan. 

IDEA

We are not just another high-tech domestic appliance brand. Tefal is your soulmaid–the domestic servant who know what you want and serve to your soul.

Instead of getting to them on their rational side, we approached these women emotionally. We humanised our brand, we used hot men to draw consumers in. We kicked off with a romantic-comedy mini series feauring a French guy and a social influencer on Youtube to drive reach and call for women’s attention. Then we created Facebook application called “SOULCARD” with 6 French guys for users to choose whom to send along with the e-card to friends to introduce 6 French men and get women to help promote them with their friends. We promoted French men month after month to feature on Tefal’s Facebook page using impactful visuals to tell stories about products in the way that women love to listen to. We also conducted mini activities to get fans engaged and reward them with Tefal’s products to drive trial.

RESULT

With only 5% of total budget and only within 3 months since launch:

469% increase in women of our target as active fans.

Arisen from nowhere to ranked as no.2 FB’s page with most fans and as no.1 page with most fans engagement!

Steady increase up to 5 times in page engagement by organic users