Case Study: Singha achieves 14M mobile reach and strong lifts in ad recall and brand awareness with Facebook

Singha - Customer Case Study

Singha, an iconic Thai beer brand, partnered with Facebook Creative Shop to adapt its Bring It On TV campaign for mobile and better reach millennials spending increasing time on their phones. The challenge was to raise brand awareness among 20–35 (original target often cited as 25–35) year-olds by re-purposing a 60-second commercial into mobile-friendly formats that fit short attention spans.

Singha shortened the spot to a 15-second mobile-optimized video, created 5-second GIFs, and ran carousel ads with strong branding in the first two seconds, while using reach-and-frequency buying (via agency CJ Worx) to target 20–35-year-olds. In under seven weeks the campaign reached 14 million people (about 60% of the target), drove 16.5 million video views, produced a 5-point lift in brand awareness and a 7-point lift in ad recall, and achieved 100% completion for GIFs and 65% completion for the 15‑second edit versus 25% for the original 60‑second spot.

Singha

Thitinand Chumpani

Marketing Manager