{"id":1848,"date":"2017-10-14T16:42:24","date_gmt":"2017-10-14T09:42:24","guid":{"rendered":"https:\/\/grey-dev.topgunz.in.th\/?page_id=1848"},"modified":"2023-08-10T11:45:16","modified_gmt":"2023-08-10T04:45:16","slug":"work-stevens","status":"publish","type":"page","link":"https:\/\/greyalchemy.com\/work\/stevens\/","title":{"rendered":"Stevens"},"content":{"rendered":"<section class=\"wpb-content-wrapper\"><p>[vc_section css_animation=&#8221;fadeInUp&#8221; css=&#8221;.vc_custom_1516126562115{padding-top: 60px !important;padding-bottom: 40px !important;}&#8221;][vc_row][vc_column css_animation=&#8221;fadeIn&#8221; offset=&#8221;vc_col-lg-offset-1 vc_col-lg-10 vc_col-md-offset-1 vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10&#8243;][vc_row_inner][vc_column_inner][vc_column_text]<\/p>\n<h3 style=\"text-align: left;\"><span style=\"color: #081945;\">The Challenge<\/span><\/h3>\n<p>[\/vc_column_text][vc_column_text]After 19 years in the Thai mass-premium bedding market, Stevens\u2019 name was completely unknown to an emerging generation of consumers. Despite producing quality beddings at affordable prices, Stevens suffered from a lack of brand recognition.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text]That\u2019s where Grey Alchemy came in. In a cutthroat market where household name competitors vie for price-sensitive customers, our missions were:[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text]<\/p>\n<ul>\n<li>To build awareness among Thai hypermarket shoppers: housewives, first jobbers, women who are going through important life events, to name a few.<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text]<\/p>\n<ul>\n<li>To find a unique position for Stevens that would differentiate the brand from competitors.<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text]<\/p>\n<ul>\n<li>Most importantly, to convert Facebook and Instagram affinity into actual purchases.<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][\/vc_section][vc_section css_animation=&#8221;none&#8221; css=&#8221;.vc_custom_1516788678853{padding-top: 30px !important;}&#8221;][vc_row][vc_column css_animation=&#8221;none&#8221; width=&#8221;5\/6&#8243; offset=&#8221;vc_hidden-md vc_hidden-sm vc_col-xs-offset-1 vc_hidden-xs&#8221;][vc_row_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;1925&#8243; img_size=&#8221;full&#8221;][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;1990&#8243; img_size=&#8221;full&#8221;][\/vc_column_inner][\/vc_row_inner][vc_row_inner css=&#8221;.vc_custom_1512047828240{padding-bottom: 60px !important;}&#8221;][vc_column_inner width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;1992&#8243; img_size=&#8221;full&#8221;][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;1993&#8243; img_size=&#8221;full&#8221;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row css_animation=&#8221;fadeIn&#8221;][vc_column css_animation=&#8221;none&#8221; offset=&#8221;vc_col-lg-offset-1 vc_col-lg-10 vc_hidden-lg&#8221;][vc_row_inner][vc_column_inner][vc_images_carousel images=&#8221;1925,1990,1992,1993&#8243; img_size=&#8221;full&#8221; speed=&#8221;2000&#8243; autoplay=&#8221;yes&#8221; wrap=&#8221;yes&#8221; css=&#8221;.vc_custom_1520084618852{background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][\/vc_section][vc_section css_animation=&#8221;none&#8221; css=&#8221;.vc_custom_1524301653884{padding-bottom: 20px !important;}&#8221;][vc_row][vc_column css_animation=&#8221;none&#8221; offset=&#8221;vc_col-lg-offset-1 vc_col-lg-10 vc_col-md-offset-1 vc_col-md-10 vc_col-sm-offset-1 vc_col-xs-12&#8243;][vc_row_inner equal_height=&#8221;yes&#8221; content_placement=&#8221;bottom&#8221;][vc_column_inner css=&#8221;.vc_custom_1523807792044{background-image: url(https:\/\/greyalchemy.com\/wp-content\/uploads\/2017\/11\/stevens-social-media-marketing.jpg?id=1947) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; offset=&#8221;vc_col-lg-6 vc_col-md-6 vc_col-xs-12&#8243;][vc_empty_space height=&#8221;550px&#8221;][\/vc_column_inner][vc_column_inner width=&#8221;5\/12&#8243; offset=&#8221;vc_col-lg-offset-1 vc_col-md-offset-1 vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10&#8243;][vc_column_text el_class=&#8221;building-from-scratch&#8221;]<\/p>\n<h3 style=\"text-align: left;\"><span style=\"color: #081945;\">Building<br \/>\n<\/span><span style=\"color: #081945;\">from Scratch<\/span><\/h3>\n<p>[\/vc_column_text][vc_column_text el_class=&#8221;building-from-scratch&#8221; css=&#8221;.vc_custom_1594399571723{padding-bottom: 0px !important;}&#8221;]Working with Stevens\u2019 team, we developed a <span style=\"color: #00325e;\"><a style=\"color: #00325e;\" href=\"\/social-media-agency-bangkok\/\" rel=\"noopener noreferrer\">social media<\/a><\/span> communication &amp; advertising strategy. From young office ladies in Bangkok to wholesalers in Nong Khai, each desired target group was profiled thoroughly. We dug deep to make sure that our advertisements would be served to potential customers at the lowest cost possible.<\/p>\n<p>Stevens\u2019 Facebook page launch was phenomenal. We set up and grew the page from zero to 20,000 fans within the first two months. The cost per fan acquisition was as low as USD 0.03. Former customers were reconnecting with the brand, and new fans were looking for a value-for-money buy. Messages and comments were overwhelming in numbers and showed genuine interest in Stevens products.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][\/vc_section][vc_section css_animation=&#8221;none&#8221; css=&#8221;.vc_custom_1524301665765{padding-top: 60px !important;padding-bottom: 60px !important;}&#8221;][vc_row][vc_column css_animation=&#8221;none&#8221; width=&#8221;5\/6&#8243; offset=&#8221;vc_col-lg-offset-1 vc_col-lg-10 vc_col-md-offset-1 vc_col-md-10 vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10&#8243;][vc_column_text el_class=&#8221;building-from-scratch&#8221;]<\/p>\n<h3 style=\"text-align: center;\"><span style=\"color: #081945;\">Narrow The Nation<\/span><\/h3>\n<p>[\/vc_column_text][vc_column_text]With products sold in over 50 provinces and more than 150 outlets, Stevens required an elaborate targeting that needed constant adjustments.<\/p>\n<p>After identifying core customers of the brand, we kept narrowing and expanding the audiences, depending on where the promotions and events took place. We tested and compared our target groups repeatedly to learn more about those who had converted into actual customers, and how we could reach them more precisely and cost-effectively. For instance, targeting first jobbers might be more cost-efficient in Bangkok, while for upcountry we sought out the more mature and wealthier women who were in charge of the household budget and buying decisions.<\/p>\n<p>Our effort paid off. Over time, Stevens Facebook page saw more and more comments in and out of Bangkok, inquiring where the products were available and if they could be purchased online.[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section][vc_section css_animation=&#8221;none&#8221;][vc_row][vc_column css=&#8221;.vc_custom_1511626311033{padding-top: 200px !important;padding-bottom: 200px !important;background-image: url(\/\/greyalchemy.com\/wp-content\/uploads\/2017\/11\/Stevens-Social-Media-Targeting.jpg?id=1971) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}&#8221;][\/vc_column][\/vc_row][\/vc_section][vc_section css_animation=&#8221;none&#8221; css=&#8221;.vc_custom_1516788728172{background-color: #7e849c !important;}&#8221;][vc_row][vc_column css_animation=&#8221;none&#8221; width=&#8221;5\/6&#8243; css=&#8221;.vc_custom_1524301555957{padding-top: 80px !important;padding-bottom: 80px !important;}&#8221; offset=&#8221;vc_col-lg-offset-1 vc_col-lg-10 vc_col-md-offset-1 vc_col-md-10 vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10&#8243;][vc_column_text el_class=&#8221;building-from-scratch&#8221;]<\/p>\n<h3 style=\"text-align: left;\"><span style=\"color: #ffffff;\">Creating Authentic<br \/>\n<\/span><span style=\"color: #ffffff;\">Brand Voice<\/span><\/h3>\n<p>[\/vc_column_text][vc_row_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text]<span style=\"color: #ffffff;\">In addition to social media communication and advertising strategy, we developed a practical guide on the brand\u2019s voice. While beddings are arguably not the most engaging content on social media, we turned the table around by using humor and social media activities in which everyone could participate. We integrated Thai-style humor in our ad copies and made no compromise on colloquial linguistics and allusions. Most importantly, Stevens\u2019 tone had to be humble and relevant to current happenings in the country.<\/span>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text]<span style=\"color: #ffffff;\">Through a comprehensive<span style=\"color: #00325e;\"> <a style=\"color: #00325e;\" href=\"\/content-marketing\/\" rel=\"noopener noreferrer\">content strategy<\/a><\/span>, in-depth target profiling, advanced advertising, and a tongue-in-cheek humor that resonated well with Thai people, we introduced Stevens to new Thai consumers and successfully rejuvenated the brand.<\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][\/vc_section][vc_section css=&#8221;.vc_custom_1511623272424{padding-top: 60px !important;}&#8221;][vc_row css_animation=&#8221;none&#8221;][vc_column][vc_column_text]<\/p>\n<h3 style=\"text-align: center;\"><span style=\"color: #081945;\">Key Results<\/span><\/h3>\n<p>[\/vc_column_text][vc_row_inner css=&#8221;.vc_custom_1508923974993{padding-top: 10px !important;padding-bottom: 50px !important;}&#8221;][vc_column_inner width=&#8221;1\/3&#8243;][vc_column_text el_class=&#8221;key-results-item&#8221;]<img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-996 size-medium\" src=\"\/\/greyalchemy.com\/wp-content\/uploads\/2017\/10\/Facebook-Fans-Icon-300x240.png\" alt=\"\" width=\"300\" height=\"240\" srcset=\"https:\/\/greyalchemy.com\/wp-content\/uploads\/2017\/10\/Facebook-Fans-Icon-300x240.png 300w, https:\/\/greyalchemy.com\/wp-content\/uploads\/2017\/10\/Facebook-Fans-Icon.png 350w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p style=\"text-align: center; font-family: 'Montserrat', sans-serif; font-size: 35px; font-weight: 600;\"><span style=\"color: #333333;\">92,000+<\/span><\/p>\n<p style=\"text-align: center;\">New Facebook fans<\/p>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/3&#8243;][vc_column_text el_class=&#8221;key-results-item&#8221;]<img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-999 size-medium\" src=\"\/\/greyalchemy.com\/wp-content\/uploads\/2017\/10\/Call-To-Action-Icon-300x240.png\" alt=\"Call-To-Action-Icon\" width=\"300\" height=\"240\" srcset=\"https:\/\/greyalchemy.com\/wp-content\/uploads\/2017\/10\/Call-To-Action-Icon-300x240.png 300w, https:\/\/greyalchemy.com\/wp-content\/uploads\/2017\/10\/Call-To-Action-Icon.png 350w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p style=\"text-align: center; font-family: 'Montserrat', sans-serif; font-size: 35px; font-weight: 600;\"><span style=\"color: #333333;\">USD 0.01<\/span><\/p>\n<p style=\"text-align: center;\">Average Cost Per<br \/>\nEngagement<\/p>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/3&#8243;][vc_column_text el_class=&#8221;key-results-item&#8221;]<img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-1011 size-medium\" src=\"\/\/greyalchemy.com\/wp-content\/uploads\/2017\/10\/Reach-Icon-300x240.png\" alt=\"Reach-Icon\" width=\"300\" height=\"240\" srcset=\"https:\/\/greyalchemy.com\/wp-content\/uploads\/2017\/10\/Reach-Icon-300x240.png 300w, https:\/\/greyalchemy.com\/wp-content\/uploads\/2017\/10\/Reach-Icon.png 350w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p style=\"text-align: center; font-family: 'Montserrat', sans-serif; font-size: 35px; font-weight: 600;\"><span style=\"color: #333333;\">USD 0.03<\/span><\/p>\n<p style=\"text-align: center;\">Average Cost per<br \/>\nFan Acquisition<\/p>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/3&#8243; offset=&#8221;vc_col-sm-offset-2&#8243;][vc_column_text el_class=&#8221;key-results-item&#8221;]<img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-1012 size-medium\" src=\"\/\/greyalchemy.com\/wp-content\/uploads\/2017\/10\/Stories-Icon-300x240.png\" alt=\"Stories-Icon\" width=\"300\" height=\"240\" srcset=\"https:\/\/greyalchemy.com\/wp-content\/uploads\/2017\/10\/Stories-Icon-300x240.png 300w, https:\/\/greyalchemy.com\/wp-content\/uploads\/2017\/10\/Stories-Icon.png 350w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p style=\"text-align: center; font-family: 'Montserrat', sans-serif; font-size: 35px; font-weight: 600;\"><span style=\"color: #333333;\">30,000+<\/span><\/p>\n<p style=\"text-align: center;\">Monthly social<br \/>\nmedia interactions<\/p>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/3&#8243;][vc_column_text el_class=&#8221;key-results-item&#8221;]<img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-1012 size-medium\" src=\"\/\/greyalchemy.com\/wp-content\/uploads\/2017\/10\/Stories-Icon-300x240.png\" alt=\"Stories-Icon\" width=\"300\" height=\"240\" srcset=\"https:\/\/greyalchemy.com\/wp-content\/uploads\/2017\/10\/Stories-Icon-300x240.png 300w, https:\/\/greyalchemy.com\/wp-content\/uploads\/2017\/10\/Stories-Icon.png 350w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p style=\"text-align: center; font-family: 'Montserrat', sans-serif; font-size: 35px; font-weight: 600;\"><span style=\"color: #333333;\">Sales doubled<\/span><\/p>\n<p style=\"text-align: center;\">Sales doubled<br \/>\nwithin 6 months<\/p>\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][\/vc_section][vc_section css_animation=&#8221;none&#8221; css=&#8221;.vc_custom_1516788806358{padding-top: 70px !important;padding-bottom: 60px !important;background-color: #081945 !important;}&#8221;][vc_row][vc_column css_animation=&#8221;none&#8221; width=&#8221;5\/6&#8243; offset=&#8221;vc_col-lg-offset-1 vc_col-lg-10 vc_col-md-offset-1 vc_col-md-10 vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10&#8243;][vc_column_text]<\/p>\n<h3><span style=\"color: #eeeeee;\">Testimonial<\/span><\/h3>\n<p><span style=\"color: #ffffff;\">\u201c Impressive level of professionalism and knowledge. We appreciate their ability to offer us creative ideas and deliver beyond expected results with immense flexibility. Happy to recommend!\u201d<\/span><\/p>\n<p style=\"text-align: right;\"><span style=\"color: #999999;\">Priyanka Mahendru<\/span><br \/>\n<span style=\"color: #999999;\">Digital Marketing Manager<\/span><br \/>\n<span style=\"color: #999999;\">Jaspal Group<\/span><\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>[vc_section css_animation=&#8221;fadeInUp&#8221; css=&#8221;.vc_custom_1516126562115{padding-top: 60px !important;padding-bottom: 40px !important;}&#8221;][vc_row][vc_column css_animation=&#8221;fadeIn&#8221; offset=&#8221;vc_col-lg-offset-1 vc_col-lg-10 vc_col-md-offset-1 vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10&#8243;][vc_row_inner][vc_column_inner][vc_column_text] The Challenge [\/vc_column_text][vc_column_text]After 19 years in the Thai mass-premium bedding market, Stevens\u2019 name was completely unknown to an emerging generation of consumers. Despite producing quality beddings at affordable prices, Stevens suffered from a lack of brand recognition.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text]That\u2019s where Grey Alchemy [&hellip;]<\/p>\n","protected":false},"author":18,"featured_media":2811,"parent":0,"menu_order":20,"comment_status":"closed","ping_status":"closed","template":"template_work_boxed.php","meta":{"footnotes":""},"categories":[4],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Stevens Case Study - Grey Alchemy | Digital Marketing Agency Bangkok<\/title>\n<meta name=\"description\" content=\"How we woke up Thailand to Stevens\u2019 products through social media marketing, online advertising, and creative storytelling.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/greyalchemy.com\/work\/stevens\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Stevens Case Study - 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