BBH Singapore drives Instagram push in Thailand
Meta has rolled out its first Instagram campaign in Thailand, developed by BBH Singapore to drive engagement with Instagram Reels. The initiative presents Instagram as a platform that elevates everyday moments into something worth sharing.
The campaign targets Gen MZ audiences, encouraging them to view Instagram as a space to connect through daily experiences while discovering and creating content that sparks interaction.
Make the everyday feel special
BBH Singapore built the campaign strategy around the idea that ordinary moments can gain meaning through personal perspective. The work reflects how Thai audiences often bring humour and creativity to daily life, turning simple experiences into engaging stories.
The campaign launches with two films that show how Instagram brings together relationships and interests in one space, supporting self-expression and connection.
Focus on Reels creation
A separate creative strand highlights Instagram Reels, with six short films portraying everyday situations through a Thai cultural lens. These executions aim to encourage users to create and share their own content.
The campaign also includes 15 pieces of content developed with local creators such as Chopluem, Nisamanee and Glloysght. These collaborations demonstrate how creators can use Reels to produce content quickly and connect with audiences.
Janson Choo, executive creative director at BBH Singapore: "This is Meta's first campaign for Instagram in Thailand and bringing it to life with Meta and our production partners has been a rewarding journey. What really stayed with us is how Thai people have this natural ability to find humour, meaning and beauty even in the most ordinary or uneventful moments. Instagram Reels is a natural extension of that mindset. It is a place where those stories can be expressed, shared and built upon through connection with others."
The campaign will run across digital channels in Thailand for 10 weeks.
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