How Five Star's TikTok Campaign Is Bridging the Generation Gap
Five Star's TikTok campaign in Thailand features parents and grandparents taking over famous TikTokers' accounts, generational antics, and an appeal to reconnect with family.
Launched during the national holiday ‘Songkran’, the work aims to inspire younger generations to prioritise family bonding over social media scrolling, especially while enjoying Five Star Chicken.
Thasorn Boonyanate, chief creative officer at BBDO Bangkok, delves into the campaign, discussing the strategic use of TikTok to engage Gen-Z, the involvement of parents and grandparents, and the unexpected impact on family dynamics beyond initial expectations.
LBB> What inspired using TikTok as a platform to bridge the gap between Gen-Z and their parents?
Thasorn> "Chicken That Connects Generations" has been Five Star's strategy for the past three years, designed to close the distance between Gen-Z and their parents through the comforting taste of homelike grilled chicken.
Our initial research revealed a significant trend: many Gen-Zers who had relocated to Bangkok for work or education had not visited their homes in the wake of the pandemic for at least 3-4 years. This posed the question: how can we connect them with their parents?
Adhering to "fishing where the fish are," we identified that Gen-Z spends roughly 4-6 hours daily on TikTok, often ignoring messages from their parents yet remaining highly active on the platform. So we thought the best way to get their attention was to bring their parents onto TikTok and talk to them there. This approach formed the backbone of our campaign.
LBB> Can you elaborate on selecting the parents and grandparents who participated in the campaign?
Thasorn> The journey to turn parents and grandparents into TikTokers was a fun one. Underpinned by a detailed 33-day production plan. We began by selecting 300 Gen-Z participants, narrowing down to three who hadn't visited home in 3-4 years.
We contacted their parents and visited their hometowns for interviews without them knowing. Simultaneously, we asked these Gen-Z individuals whom they followed on TikTok and once again, without their knowledge, reached out to these TikTokers. Then, we brought these TikTokers to the parents' homes to teach them how to use TikTok. The objective was to equip the older generation with the skills to navigate and create content on TikTok.
Witnessing the parents and grandparents transitioning into TikTokers was fun and deeply moving. Their dedication to connecting with their children through TikTok was clear to all who watched.
LBB> What challenges were faced during the training sessions to teach older generations how to use TikTok?
Thasorn> One challenge was teaching older generations unfamiliar with technology how to navigate TikTok. However, witnessing their dedication to connecting with their children through the platform was rewarding and moving.
LBB> Do any specific, memorable moments from the training sessions or filming process with the parents and grandparents stand out to you?
Thasorn> I distinctly remember one moment during a shoot: a scene with a grandfather acting in a Thai ethical soap opera. It was his first time wearing a hair wig, and he laughed so hard that everyone on set joined in too
LBB> How did you ensure the campaign content resonated with younger and older audiences?
Thasorn> The campaign emphasised familial connection and bridging generational gaps, resonating with both younger and older audiences emotionally. We also added a promotion across all 4,000 branches of Five Star: buy a chicken and get a chance to win a free ticket home by plane, bus, or train.
LBB> What was the response from the selected Gen-Z participants surprised by their parents' involvement in the campaign?
Thasorn> The response was overwhelmingly positive, with many Gen-Z participants expressing surprise and delight at their parents' involvement, fostering deeper connections between them.
LBB> Can you discuss the impact of the promotional offer to win a free ticket home on the campaign's success?
Thasorn> The promotional offer generated over 10,000 applications, showcasing the campaign's success in incentivising engagement and creating meaningful connections.
LBB> Were there any unexpected outcomes or surprises during the campaign's execution?
Thasorn> Besides reaching eight million views and 80,000 engagements, I have a personal story to share. Just two days post-launch, I received an intriguing message from my mom. She asked if I was involved in creating the film that had become the talk of her social circle on Line, a widely used social networking app in Thailand. According to her, friends in her Line group enthusiastically shared the film with their children, using it as a heartfelt invitation to come home for dinner.
The film from our campaign seems to have become a tool for parents to encourage their children to come home for dinner, demonstrating its impact beyond initial expectations.
LBB> Have you noticed any lasting effects of the campaign on family dynamics or communication habits among the target audience?
Thasorn> The campaign sparked conversations and strengthened family bonds, leading to lasting effects on family dynamics and communication habits among the target audience.
