In Thailand, Tefal was faced with being known only as a frying pan brand - with Thai women trusting Japanese appliances for other categories.
How could this world-class appliance brand from France connect with their target audience and drive awareness and engagement with their wide range of products.
The idea centred on a way to ensure Thai women would remember and engage with the range – linking Tefal products to something all Thai women are interested in – attractive men.
Six French men were selected to represent each of the six Tefal products, blending the product’s benefit and personality with the characteristics of the man.
This resulted in - The Soulmate Campaign –, which humanized Tefal, in the online environment and made it more than just a domestic appliance brand.
Each month a different ‘soulmaid’ would own Tefal’s Facebook page, using enticing visuals to educate women about Tefal’s product and engaging them more and more with the brand.
The campaign kicked off with an online mini series - viewed and liked by thousands of women – getting the target audience talking.
During the campaign other engaging aspects were revealed – like a bespoke video showing one of the men juggling Tefal’s products.
Or the Soulcard Facebook application that enabled women to spread the love of the 6 French soulmates with friends.
In just 3 months - Tefal went from being relatively unknown in the Thai market to becoming the number two brand in domestic appliances.
Facebook fans grew from just 30,000 to over 700,000 – and ranked as number one page with most fan engagement with a 500% increase in page participation.
Not only had Tefal become a known brand in the market, it had also become one of the most engaged brand – firmly placing Tefal on the shopping list of all Thai women.