The Marketing Mastermind Behind Bangkok Butterbear Bakery’s Success
Photo: Butterbear.th/facebook
In the heart of Bangkok, a small, newly opened bakery has captured the hearts of people across the globe, thanks to a sensational mascot named Butterbear. This adorable bear has become an internet phenomenon, bringing joy to fans and turning the bakery into a must-visit destination in Thailand. Here's a look at how Butterbear became a viral sensation and the success story behind the bakery.
The Sensational Rise of Butterbear
Butterbear's journey began as a creative marketing effort by the bakery's owners to attract more customers. Designed as a lovable, relatable character, Butterbear quickly became more than just a mascot.
A significant boost to Butterbear's fame came from a K-pop dance cover on TikTok, which captivated viewers and spread like wildfire. This performance not only showcased Butterbear's charm but also connected with the global K-pop fanbase, driving international attention.
Marketing Strategies Behind Butterbear's Success
1. Cute Marketing: The brand has created immersive experiences that allow customers to interact with the adorable character at the café. Everything, from the mascot to the bakery packaging, exudes cuteness.
Photo: Butterbear.th/facebook
2. Storytelling Marketing: The brand has masterfully crafted an identity through its mascot, "Nong Nuey" (น้องเนย or Little Butter in Thai), an adorable brown bear with a charming face and impressive dance moves. Butterbear is portrayed as a playful, mischievous idol, akin to a K-pop star. She is depicted as a three-year-old bear attending school on weekdays.
The private Line OpenChat will have exclusive content about Butterbear going to school from Monday to Friday and her daily homework. Photo: Butterbear.th/facebook
3. Fandom Marketing: Captivated by the cuteness of Butterbear, target audiences start talking about and sharing images of her adorableness. These customers form a collective group, becoming a "fandom" known as #ด้อมหมีเนย (Fans of Butterbear). Fandom marketing is incredibly effective as fans exhibit unwavering loyalty to their idols. On the official Line OpenChat group with more than 9,000 members, fans, who call themselves "Mama Bear," receive daily updates about Butterbear's routine and school performances from the group admin, known as "The Auntie of Butterbear." This personal touch has strengthened the bond between Butterbear and her fans, creating a loyal and engaged community.
The private Line OpenChat will also share her daily routines, e.g. brushing her teeth and working out. Photo: Butterbear.th/facebook
4. Diverse Presence on Social Media: Recognising the importance of reaching audiences of all ages, the Butterbear brand has created accounts on various platforms, including Facebook, Line, TikTok, Instagram, YouTube, Twitter, Weibo, and even Spotify. This allows Butterbear to reach a wider audience and stay consistently relevant. Whether it's a trending meme or viral content, Butterbear is on top of it all, demonstrating the brand's attentiveness to its customers and providing a significant marketing advantage.
5. Music Marketing: The release of two catchy songs, "It's Butterbear" and "น่ารักมั้ยไม่รู้ ( Narak Mhai Mai Roo)," marked Butterbear's rise to fame. These songs quickly went viral on platforms like TikTok and Instagram, resonating with a wide audience. The song “น่ารักมั้ยไม่รู้” even hit the milestone of 3.3 million views on YouTube in a few weeks, further cementing Butterbear's popularity.
Timing and Emotional Connection
Butterbear's success can be attributed to perfect timing. After the COVID-19 pandemic, many people sought sources of joy and positivity to lift their spirits. Butterbear provided a much-needed escape from the sadness and economic downturn. Unlike traditional mascots like Mickey Mouse, whom you can only meet at Disneyland, Butterbear is highly interactive and accessible. Fans can engage directly in several ways: by designing costumes for her using #HelpDressNongNoey, requesting dance cover performances of T-pop and K-pop songs, and even meeting her for free at the café every weekend.
Business Success and Community Engagement
The bakery has seen tremendous business success due to Butterbear's popularity. Increased foot traffic and sales, a robust online presence, and successful merchandise sales featuring Butterbear have all contributed to the bakery's growth. Additionally, Butterbear has become a symbol of community and joy, with the bakery organising events to further connect with its audience.
Butterbear attends the Gucci Visions exhibition in Bangkok. Photo: Butterbear.th/facebook
Now, Butterbear’s success is more than just as a mascot. She is establishing herself as an idol influencer, singing on the T-pop stage, attending world-class exhibitions like Gucci Visions and becoming the ambassador for the Amazing Thailand, Tourism Authority of Thailand. Butterbear has become a revenue-generating asset for the business.
Explore the captivating 'Gucci Visions' exhibition in Bangkok. Click the image to read more.
A Testament to the Power of Creativity, Timing, and Community Engagement
By creating an adorable, relatable character and fostering a strong emotional connection with fans, the Bangkok bakery has turned a simple marketing idea into a viral sensation. Butterbear’s success illustrates how innovative approaches can lead to remarkable business growth and enduring popularity in the digital age.
Address: G Floor, Sukhumvit Rd., Khlong Tan, Khlong Toei, Bangkok 10110, Thailand; Tel.: 064 894 9452.
Café Opening Hours: Open daily 10 AM–9 PM
Fan Meeting Schedule: Saturday & Sunday (Find out more about the monthly slot updates on Butterbear’s Instagram.)
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