Five Star's campaign targeting Gen-Z leverages TikTok influencers and Thai New Year to encourage quality time at home. The brand transforms parents into TikTokers, creating buzz and promoting family connections. This innovative approach aligns with Gen-Z social media habits and cultural significance, effectively engaging the audience and promoting the brand's values. By tapping into the interests of the target audience and using authentic influencers, Five Star successfully connects with Gen-Z and promotes its message of quality time at home. This strategy showcases a deep understanding of the audience and effectively uses social media and influencer marketing to create engagement.

Five Star Chicken has been a Thai chicken restaurant chain for 37 years, known for providing quality time at home and connecting generations with its delicious chicken. During Thai New Year or Songkran, when many Thais visit their hometowns to reunite with family, the brand wanted to create a campaign. However, Gen-Z are mostly working far away from home in Bangkok. To make matters worse, they ignore their parents' texts and calls and prefer to spend time on social platforms like TikTok. How can we capture their attention and reconnect them with their families?

Gen-Z in Thailand spend over 4 hours every day on TikTok, which is more time than they spend with their families in an entire year. (Statista. (2022). Thailand: Time spent on TikTok). To bridge this gap, we bring their parents onto the social platform by hijacking the accounts of the TikTokers their children follow. By turning the parents into TikTokers, the idea is to seamlessly slip into TikTok and help them reconnect with their kids and ultimately bring them all together for a family meal with Five Star Chicken.

From a branding perspective, the strategy aims to enhance the well-established image of Five Star Chicken, which represents the connection between generations and quality time spent at home. Through this campaign, the brand reintroduces its message as “The Taste That Brings You Home.”. In addition to encouraging the younger generation to return home and enjoy a family meal, they are also encouraged to share Five Star Chicken with their parents, as it is primarily meant to be enjoyed at home with family. This heartwarming message not only resonates with consumers, but also drives sales.

We cast over 300 individuals from the Gen-Z generations in Thailand who had not visited their homes in years. Without their knowledge, we had already reached out to their parents. We paired each parent with a TikToker whom their children are following and assisted them in becoming TikTokers themselves. These parents and grandparents transformed into travel vloggers, mini soap opera star, and even Na'vi aliens from "Avatar." to motivate every Gen-Z individual to return home and enjoy meaningful moments with their families. We documented the entire journey and turned it to a film.

Released during Thailand's national holiday, Songkran, when many Thais visit their hometowns to reunite with family. The film instantly became a sensation, garnering over 13 million views across all platforms with 22 million impressions and a reach of 16 million. The emotional impact inspired 50 review videos on YouTube and TikTok, accumulating 3.6 million views. 500+ Gen-z were sent back home to enjoy quality time at home with our campaign #TheTasteThatBringYouHome.

The Gen-Z demographic in Thailand has shown a significant preference for spending their time on TikTok, dedicating over four hours each day to the platform. This statistic is particularly noteworthy when compared to the amount of time they spend with their families over the course of an entire year. It underscores the immense influence and appeal of TikTok within this demographic, highlighting the platform's dominance in capturing the attention and time of young individuals. This data also sheds light on the evolving dynamics of social interaction and entertainment consumption, emphasizing the need for brands and marketers to engage with this audience through platforms like TikTok.