ben's cookies thailand
Social Media content / Monthly shooting / teaser Content / store opening / Photography
recipe of a social launch
The challenge
OUR IDEA
Ben’s Cookies needs no introduction and if you don't believe us, just watch. Baking amazing cookies for over 30 years and with nearly 40 stores worldwide and a clear emphasis on growing SEA markets, it's only natural that they decided to "invade" Thailand with their chunky biscuits. But in a market saturated with endless newcomers, standing out on social media was not only an option but an absolute necessity to successfully launch their first store.
With a huge fan base in Thailand, Ben's Cookies has a lot going for them here. So we didn't believe in coming up with the ol' "Don't forget to come by our store this Saturday!" wink-wink message. It was about being different and building a long-lasting presence. So we turned the tables around and decided to play hard-to-get, with a subtle combination of teasing content development while making users crave it.
The rest was history.
our response
Our studio developed a very sleek teaser where we would only showcase the cookies in front of some of Bangkok's most famous landmarks, giving very clear hints about the brand's next steps… while neither confirming nor denying a possible opening.
The idea was pretty simple: spark curiosity, get people talking, and let the audience do the guessing. No announcement, no obvious call-to-action, just enough clues to make everyone wonder what was coming next. And it worked.
Within minutes, the content went viral on social media, with users sharing, commenting, and trying to figure out whether Ben's Cookies was actually coming to Thailand.
6+
Locations in Bangkok
And growing!
13.3M
Users engaged
during the teaser phase
From a mystery teaser to becoming one of Bangkok's leading cookie brands, StickyRice helped Ben’s Cookies Thailand turn social media into a powerful engine for local growth.
Through highly localized content, an always-on creative strategy and a constant flow of engaging campaigns, we built strong top-of-mind awareness and made Ben’s Cookies a favorite name among Thailand’s cookie lovers (and beyond!). Social was the only channel activated, proving that the right content, strategy, and local relevance can go a very long way.
Today, Ben’s Cookies has grown into a leading cookie brand in Thailand with 6 locations, with social media at the heart of its local presence and community.
pieces of engaging
social media content
120
The results
Our little trick didn't go unnoticed by the big players either. The coverage by online magazines and food bloggers following our first teaser also went off the charts. What started as a simple social tease quickly turned into a wider conversation, with KOLs, foodies, media, and local tastemakers all picking up on the clues and speculating about what was coming next.
The buzz was growing, and Ben's Cookies was already on everyone's radar before the doors had even opened.
Keeping fans on the edge of their seats and excited right up until minutes before the opening! We kept the mystery alive until the very last moment, teasing the big reveal without giving too much away. Every piece of content was designed to build anticipation, keep the conversation going, and have fans counting down to the moment the doors finally opened.
Facebook and Instagram Live content, along with on-site photos and videos to cover the opening event
After a hugely successful opening, our focus shifted from creating buzz to keeping the momentum going. We developed an always-on content strategy, supported by paid media, to maintain a continuous flow of new foodies and turn first-time visitors into regular guests.
From seasonal and promotional content to fun, educational formats, we kept finding new ways to make Ben’s Cookies Thailand part of the local conversation as new branches opened all across the city. The goal was simple: keep the cookies coming, keep the content fresh, and make Ben’s Cookies the most beloved local cookie brand in town.
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