Singha: With beers and beaches, the microsite Siam Island Hopper answers a brand objective

Photo: Guy Houben/Coconuts
Photo: Guy Houben/Coconuts

When we brainstormed, conceptualized, and successfully pitched the idea for Siam Island Hopper to Singha we didn’t know how popular it would become. Singha wanted something innovative, brand-building, and beneficial in terms of their business objective — sales. We came up with a way for Singha to “own” the Thai beach experience in the mind of our audience and become the top-of-mind brand whenever beaches and beers were involved.

The microsite features 7 videos and travel guides for covering Phuket, Koh Phi Phi, Krabi, Koh Samui, Koh Tao, Koh Phangan, and Koh Chang, 24 articles categorized as Beach, Food, Fun, Party and a lengthy listings section of the restaurants, bars, and hotels we discovered along the way.

Over 6 months, we grew Siam Island Hopper’s traffic to over 148,00 page views, almost 2x our original goal of 83,000 page views. Our social media following grew to over 26,000 Facebook fans and over 1,000 organic Instagram fans.

Engagement for our travel guides and videos was off the charts. Time on page for our travel guides averaged a hefty 3 minutes and 47 seconds. The first video, on Phuket, received 316 comments on Facebook, while the second video, on Koh Phi Phi, received 893 comments, and over 364,900 views. We could easily see that our videos were bringing people together, as they shared and tagged their friends, inspiring travel ideas and inciting plans to visit Thailand. Watch the videos below or click here.

Our total campaign reach was 15,937,367 with 3,926,371 reached on Facebook, including 7,423 reactions, comments, and shares.

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