The success story of Snail White unfolds as a testament to strategic market insight and vision. Led by Mr. Sarawut Pongpattanarat, the Managing Director of Do Day Dream Co., Ltd, and with the help of MDX, the skincare brand made a remarkable leap from 90 million THB to a billion THB in just three years. The journey began with a clear goal of becoming one of the top 3 skincare brands in Asia, driven by the realization that there were no well-known Thai brands in the global market. The company initially gained market knowledge by entering the cosmetic industry as an Original Equipment Manufacturer (OEM), studying client marketing strategies, and incorporating these insights into their own brand.
Snail White's foray into the skincare market was marked by a savvy and cost-effective social media marketing strategy. During the brand's first year, when budget constraints were evident, the company strategically allocated resources to online platforms. Leveraging the power of social media, particularly platforms like Instagram and Facebook, Snail White focused on building brand awareness. Engaging content, product reviews, and word of mouth played pivotal roles in shaping consumer perceptions. The emphasis on online media not only facilitated a budget-friendly approach but also allowed the brand to authentically connect with its audience. The strategy yielded exceptional results, with over 95% of the initial 90 million THB revenue generated solely from social media efforts. This success laid the foundation for Snail White's subsequent marketing phases, demonstrating the brand's adeptness in leveraging digital channels to create a robust and engaging presence.
Snail White's branding strategy involved a phased approach. The first-year strategy prioritized online marketing and social media for brand awareness, relying on product reviews and word of mouth. The success from this low-cost effort facilitated a 15% budget allocation for mainstream offline advertising in the second year. As the brand gained traction, celebrity endorsements became a significant part of advertising campaigns, contributing to increased brand awareness and revenue. The company also addressed the challenge of copycat products by using QR codes for verification and emphasized the importance of maintaining product quality to secure the brand image.
The result of Snail White's case study is a remarkable success story, marked by exponential revenue growth and market dominance. Leveraging effective branding strategies, including celebrity endorsements and a focus on product quality, the company not only surpassed its initial revenue goals but also navigated challenges such as copycat products. With a keen eye on international markets, Snail White aims to expand into the AEC markets, China, and India, positioning itself as one of the top 3 Asian skincare brands. The case study emphasizes the importance of strategic planning, continuous development, and confidence in seizing opportunities for success in the competitive skincare industry.