This presentation was given at ASBBS 20th International Conference. The use of celebrities like actors, actresses, singers, athletes, beauty contestants, and socialites for the advertisement of cosmetics and beauty products are used as a strategic marketing tool for a long time. There is strong public interest associated with renowned personalities (Worraporn Pudchong, 2013) and their visual appearances strike strong trust and credibility to the product (Belch and Belch, 2007). They act as thought leaders or opinion leaders to influence the general public (Passornnun Anekthammakul, 2010). SMEs (Small and Medium Enterprise) or SMEs began using this marketing strategy to grow their business. Researchers in this study have selected a product named SnailWhite to analyze the marketing and communication strategy. At an initial stage, the company was started as ODM (original equipment manufacturer) to produce various skin creams; subsequently, the company has taken an initiative to develop its product by bringing Snail Slime ingredients to create a selling point for their product in less than five years from its launch. The company grew with sales of over 100 million baht in the first period and had generated revenue of 90 million baht from 40 million baht by applying its unique marketing strategy of bringing more than 60 celebrities to its people. The company has received numerous applauds and awards like an award from the Cosmopolitan magazine in the field of "Best facial sheet mask" in Cosmo Kiss Beauty Awards 2015, the award of best products for health and beauty products in 2016, an annual Health, Wellness and Beauty Award 2015 (HWB Award 2015) in the field of Best of The Best Award and The Best Selling Natural Ingredient Moisture Cream Award organized by Watson Health and Beauty store. Thus, there is a need to study the strategies used in the famous marketing communications of SnailWhite, to learn business marketing tools from SnailWhite, which can act as a guide for various beauty products in the future.

1. Celebrities in
Marketing Communication:
A Case Study of SNAILWHITE
Asst. Prof. SmithBoonchtima
Angkana Phuwarat
Chulalongkorn University
Chanapa Noonark
Sukhothai Thammathirat Open University

2. Introduction
opinion
leaders
Celebrities for
advertisement
Target
groups
more
than 60
celebrities
High sales growth
over 100 million
baht in the first
period
Awards
- Best facial
sheet mask
-HWB Award

3. To study the strategic planning of using
celebrities for SnailWhite products
Our research questions
To study Snailwhite’s strategies of using
celebrities in marketing communication.

4. Concepts/ Theories
Product Life CycleStrategic Planning
Marketing
Communication
Celebrity Marketing /
Reference Group

5. Methodology
In-depth interview
Open-ended
Questions
Framework of
Literature Review
Document Research
News, Photos
Press Releases,
Monthly Reports
print media, TV, radio,
Social media and others

6. Results
The strategic planning process of using celebrities
Analyze the
situation
Unaware Create brand
awareness
To increase the sales
Target group
o Women
o aged 20-44
o passion for
beauty
products
Social media Facebook
Instagrams
Using Famous
celebrities
Evaluation
Sales , awareness increase
Increased
budget
Offline, online
media events and
press release

7. Results
. Strategy of using celebrities in initial stage of product
create awareness through Social Media / Celebrities review product

8. Results
. Strategy of using celebrities in growth stage of product
create brand image/ presenter / Offline media and Social media
- TVC / product placement

9. Results
. Strategy of using celebrities in growth stage of product
Printed AD

10. Results
. Strategy of using celebrities in growth stage of product
Outdoor Media

11. Results
. Strategy of using celebrities in growth stage of product
Events / Press release

12. Results
The Characteristics of chosen presenters
Famous/Good image/Appearances match the product features /
glowing/ skin whitening/ healthy/ no negative news

13. Conclusion
o Design marketing communication strategies of Snailwhite involve two
different lifecycle of products.
o Low sales reflect the consumers perceive the physical risk and functional
risk of products.
o Celebrities can create brand awareness because human try to look at the
behavior of others and to be used as a reference for them (Solomon ,2013)
o Celebrities reach the widest possible audience very easily and quickly.
o celebrities are used as a strategic marketing plan to define the image of the
product as quickly as possible.
o Renowned personalities would convey a positive image of the product to
the customers.

14. Implications
o The presenters are consistent with the feature of product is the most
important for creating the image of the products.
o Chosen celebrity does not target right brand to right customers, then the
advertisement will not benefit the overall growth of the brand.
(Mongkulsiri, 2004)
o Companies should recruit celebrities whose image suits the product and not
try to create the story with the association of any random celebrity, as this
will decrease the trust and credibility of the product. (Mongkulsiri, 2004)
o Companies should choose media which suitable with target group’s
behavior.
o Social Media is good channel for convey the message.

15. Recommendations
For further study,
o we should also include perception and attitude of the customers in
marketing and communication plan analysis.
o The results of the study should be used as a guide for effective marketing
and communication plan.
o Further research should also focus on the famous marketing strategy of
SnailWhite, which has expanded the company’s business to overseas.

16. Reference
Anekthammakul, P. (2010). The Effects of using multiple product celebrity in advertising
(Master’ thesis). Bangkok: Thammasat University.
Benjarongkij, Y. (2011). Planning And Evaluation For Strategic Communication. Bangkok:
Chulalongkorn University Press.
Monkolsiri, S. (2004). Celebrity Marketing. Bangkok: BrandAge.
Solomon,M.R. (2013). Consumer Behavior:Buying,having and being. New Jersey: Person
Education.
Tayler ,J.W. (1993). How to develop a successful advertising plan. Lincolnwood, Illinois: NTC
Business Books.
Young, A. (2010). Brand media strategy : integrated communications planning in the digital
era. New York: Palgrave Macmillan.

17. Q & A