Case Study: Tao Kae Noi’s Digital Lifestyle Campaign


Tao Kae Noi is Thailand’s largest seaweed snack producer, accounting for more than 64% of the whole seaweed snack market, according to Efinancethai. The brand itself reaches consumers and stays current with trends at all times by integrating blockchain technology and NFT to improve brand engagement.

To reach the particular audience, the campaign integrates the utilization of digital assets and blockchain technology, with seaweed snacks that everyone can access in their daily life through NFT accumulation activities to redeem rewards. Tao Kae Noi has also recruited Thailand’s top duo idol, Yin and War, to be part of this campaign.

The fans can acquire NFTs by purchasing a special collection of Tao Kae Noi seaweed snacks with the design linked to Bitkub and Tao Kae Noi, which are available to purchase at convenience stores and leading department stores nationwide. There is a Redemption Code inside of the package that can be redeemed for NFTs using the Bitkub NEXT, which contains three types of NFTs: Journey of Taokaenoi, Journey of Bitkub, and Yin War 9 Collections. These are exclusive collections that users can gather to win rewards or participate in exclusive activities with Yin and War.

The special privileges including:

  1. Exclusive Sit-in Live Event with Yin and War
  2. The opportunity to participate in a business pitch with Itthipat Peeradechapan, Founder and CEO of Taokaenoi Food & Marketing, and Jirayut Srupsrisopa, Founder and CEO of Bitkub Capital Group Holdings Co., Ltd.

Bitkub Chain Platform & Function (NFT Solution)

Bitkub Chain platforms are designed to be secure and easy to use (user-friendly), and we have developed a variety of platforms and NFT solutions to support and apply to the projects including:

  • Bitkub NEXT — Users can redeem NFTs from the Redemption Code attached to the packages using Bitkub NEXT. They can also redeem a Shopee Code discount of 30 baht when they spend at least 300 baht purchasing products at Taokaenoi Land Official via Shopee. They can redeem Tao Kae Noi NFT for a grand prize on the Bitkub NFT platform after accumulating Tao Kae Noi NFTs. From a business standpoint, NFT accumulation is similar to a marketing tool that has a favorable impact on the business. It can enhance the likelihood of repeat purchases and provide a new dimension to the customer experience.
  • Bitkub NFT — After collecting the Tao Kae Noi NFT from the packages, consumers can instantly redeem the rewards on the platform. The reward of this campaign is the opportunity to attend the Exclusive Sit In Live Event with Yin and War and participate in the Business Pitch with Itthipat Kulpongwanit, Founder of Taokaenoi Food & Marketing Co., Ltd., and Jirayut Subsrisopha, Founder and CEO of Bitkub Capital Group Holdings Co., Ltd.

This is yet another marketing strategy for retailers of consumer goods. This will make consumers more enjoyable and participate in activities by collecting NFTs, such as accumulating loyalty points, which can enhance consumer repeat purchase rates.

Business Impact

The campaign has the potential to generate 1.2 million package sales, contributing to total sales of nearly 3,135 million baht. In the third quarter, the company achieved sales of up to 1,209 million baht, the greatest increase in three years. The campaign has the ability to become a social media phenomenon, as the hashtag #TKNxBitkubYinWarEventday was trending at #1 on Twitter prior to the event.

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Established in April 2021. Bitkub Chain aims to lay the foundation of the local Blockchain ecosystem in Thailand.

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