ICONSIAM

DIGITAL PR AND
BRAND REPUTATION PLAN 2021

Client: ICONSIAM
Role: Creative Content Lead

Year: 2021

 

Repositioning ICONSIAM as an Inclusive Lifestyle & Cultural Destination for Thai Consumers

In September 2021, I had an opportunity to join pitching and secured a contract for Moonshot Digital and ICONSIAM, one of Thailand’s most prestigious riverside shopping destinations, which was initially designed as a luxury retail hub catering primarily to international tourists. However, the COVID-19 pandemic drastically reduced foreign visitors by nearly 50%, exposing a critical brand perception issue: many Thai locals viewed ICONSIAM as an exclusive tourist space rather than a welcoming destination for all. Additionally, socioeconomic disparities between the high-end shopping complex and its surrounding communities fueled negative public sentiment, with some labeling it as a symbol of inequality.

Our team proposed the communication campaign to redefine ICONSIAM’s narrative, reposition it as an inclusive and admired brand for Thai consumers, and restore its reputation as a vibrant retail and lifestyle destination for locals.

Objective

  • Shift brand perception from an exclusive tourist landmark to a beloved everyday destination for Thai consumers.

  • Rebuild trust and engagement by showcasing ICONSIAM’s commitment to the local community.

  • Create an emotional connection with Thai audiences through strategic storytelling and experiential marketing.

To achieve these goals, we divided the campaign into three key phases:

Phase 1: Building Brand Trust

  • Address consumer anxieties in the post-pandemic era by implementing safety measures and promoting ICONSIAM’s thoughtful policies.

  • Enhance accessibility and convenience for locals by improving transportation and visitor information.

  • Introduce cost-friendly initiatives to position ICONSIAM as an affordable and welcoming shopping destination.

Phase 2: Creating Brand Love

  • Launch engaging and shareable experiences to stimulate excitement and encourage local visits.

  • Integrate ICONSIAM into consumers’ everyday lives through influencer collaborations and lifestyle-driven storytelling.

LIVE THE ICONIC WAY at ICONSIAM

As the creative lead of this project, I created the creative direction with a campaign concept to redefine ICONSIAM as an inclusive, vibrant lifestyle hub where every Thai can create their ICONIC lifestyle—a unique, everyday experience beyond luxury shopping with execution aligned with the strategy.

Phase1: Building Brand Trust

Humanizing ICONSIAM Through Emotional Storytelling

To make ICONSIAM feel more human, I led the ICON HERO Series, a campaign that shifted the spotlight from grandeur and luxury to the brand's everyday heroes—the employees. These were the people who kept the mall alive, the ones who made visitors feel safe, welcome, and taken care of. I wanted their voices to be heard, to make Thai consumers see the real heart behind the brand.

THE PEOPLE X ICONSIAM
ICON HERO

The Execution:

  • Video storytelling features security guards, concierges, information desk staff, and retail staff sharing their passion for their work and how they create unforgettable moments for visitors.

  • A media push through lifestyle and culture publications ensured that ICONSIAM was being talked about as a place to shop and a genuinely caring brand.

  • The Celebration of Life—Accessibility and Diversity Initiatives: For example, we collaborated with a Thai Paralympic athlete to promote accessibility awareness.

ABOVE THE MARS X ICONSIAM
THE CELEBRATION OF LIFE

Phase 2: Creating Brand Love

Beyond Shopping, A Cultural Hub

With trust slowly rebuilding, I wanted to give Thai people a reason to see ICONSIAM relevant as part of their proud assets. For this reason, I proposed ideas to infuse culture, creativity, and everyday life into the space.

I envisioned ICONSIAM as a cultural meeting point for self-expression, where Thai artists, creators, and everyday people could shape their own “ICONIC” lifestyle.

The Execution:

  • Transforming the riverside experience by bringing in art and cultural events such as pop-up pottery cafés, riverside paint bars, and art workshops.

  • Redefining ICONSIAM through influencer-led storytelling, with lifestyle creators documenting their days working after the WFH culture started during the pandemic, relaxing, and finding inspiration in the space, turning ICONSIAM into an everyday destination.

Phase 3: Earning Brand Respect

A Commitment to Thai Artists and Community

After consumers shift their point of view towards ICONSIAM and engage with the space as a cultural and creative hub for locals, the third phase is to sustain their voice on this transformation and give back to the community.

I created the CSR campaign “ICON I AM” to turn ICONSIAM into a platform for Thai artists who lacked the space and support to showcase their work.

Reflection

Why This Project Matters

This experience solidified my passion for brand transformation, creative marketing, and storytelling that creates impact. It taught me that marketing isn’t just about selling but understanding people, shaping culture, and giving brands a soul.

How This Prepares Me for Future Roles

In Fashion and Lifestyle Branding, I can blend cultural relevance, experiential marketing, and influencer storytelling into brand narratives that truly engage consumers.

In Creative Strategy and PR, I understand how to use earned media, influencer partnerships, and authentic storytelling to shift public perception and create lasting brand impact.

In Retail and luxury Marketing, I’ve seen how brands can successfully transition from exclusivity to inclusivity without losing their prestige by making culture, creativity, and experience central to their strategy.

KEEP YOUR MEMORIES IN HIDDEN GEMS

Brand Own Content

The Execution:

  • Free exhibition spaces - Independent Thai artists can showcase their work every Friday.

  • Live art installations and interactive experiences ensured visitors don’t just passively consume but actively engage with Thai creativity.

  • PR and media partnerships to highlight ICONSIAM’s commitment to supporting the arts and culture, cementing its reputation as a patron of Thai creativity.

Phase 3: Earning Brand Respect

  • Reinforce ICONSIAM’s role as a cultural and economic hub that celebrates Thai heritage and innovation.

  • Highlight the brand’s long-term commitment to the Thai community through social initiatives and collaborations.

  • Modernize the concept of “Thainess” to resonate with younger generations while maintaining the brand’s prestige.

Select Works

NESPRESSO THAILAND

DISNEY THAILAND

CREATIVE CONTENT

STYLING