Brilliant & Million Thailand helps traditional Chinese herbal brand Kilen Teck Heng Yoo reach the younger generation with Social Museum campaign

Kilen Teck Heng Yoo is a traditional Chinese herbal medicines brand that has been around in Thailand for 129 years and is good for both health and mind.

However, for the past few decades, Kilen Teck Heng Yoo has faded away from Thai society. Older generations remain familiar with the brand as they have bonded with it over time, younger generations are less familiar with the brand because, while the products are sold in local drugstores, Kilen Teck Heng Yoo has not advertised for many years.

To reintroduce itself to people of all generations, Brilliant & Million Thailand turned the brands pop-up museum into the ‘Social Museum of Kilen Teck Heng Yoo,’ taking the pop-up museum online and making the brand’s story accessible to more people.

Via the new site ‘Social Museum’ by Kilen Teck Heng Yoo retells the stories from old times via social contents and introduces the brand to a new generation. The Social Museum will become the space where old generations can share their stories of the brand with younger generations.

Since the launch, Brilliant & Million Thailand has shared 24 brand stories via the Social Museum which created a nostalgic atmosphere among many people. People started commenting, sharing their own stories and real experiences they had together with the brand in the past with others in the Social Museum. At the end, the campaign earned 15X content sharing and drove engagement up to 648,652 times.

Agency: Brilliant & Million
Agency Network: Publicis Groupe Thailand
Chief Executive Officer: Sorada Sonprasit
Chief Creative Officer: Sompat Trisadikun
Executive Creative Director: Titipun Tubthong
Strategic Planning Group Head: Kanokporn Kulsri
Associate Creative Director: Wayu Saenmee
Senior Art Director: Tanatas Thaiwongsa
Group Account Director: Thanaporn Chankitmunkong
Account Executive: Thuchtong Pongtrakul
Designer Group Head: Lerpong Limpiwiriyajit
Head of Multimedia Designer: Yuttana Chaiwat