Paline reaches 6 Million Premium Audience Segment
Key services
Icarus Media provided Paline with market segmentation, brand positioning and audience development through initiatives such as, farm-to-table campaign and Laphet as an innovative ingredient in daily recipes.
Premium audience reach
Social Engagement
Video Views
Increase In sales
Who Is Paline Orgainc Laphet?
Paline Organic Laphet
Paline, a premium addition product-line by Myanmar Tea Leaf, aimed to establish a strong presence in the organic Laphet market. They sought to highlight the versatility of their fermented tea leaves and transition from the budget market to the luxury segment. To achieve these goals, Paline partnered with Icarus Media, for our innovative campaigns.
Challenges We Resolved
Paline is a pioneer brand to introduce the concept of organic and health conscious premium Laphet to Myanmar market. A great product that was struggling to reach the right audience and penetrate the right market segment.
- Market Segmentation Paline organic laphet initially struggled to establish itself as a premium brand. Paline unintentionally ended up in the mainstream market like its sister brands, Shan Shwe Taung. It was an uphill battle creating it’s own premium market of health conscious and organic food lovers.
- Audience Segmentation Paline customer complaints grew on social channels due to the mismatch of audience profile. The challenge was twofold. One was to re-align targeting and second was to bring down the complaints about the product.
- Craft New Consumer Behaviour Paline organic tea leaf wanted to move away from traditional mix of laphet and assorted beans. It introduced fun and innovative ways laphet can be used in modern Myanmar cooking e.g., marinating meat. This was a mammoth task we took on to educate and enable the consumers.
- Increase Sales Through Innovation Paline set out on an epic journey to decouple laphet with assorted beans. And then pairing Laphet with nuts or using it as an ingredient in the kitchen for example to marinate meat, incorporating it into healthy salad bowls, or promoting it as a flavorful dip for snacks.
What We Delivered
- Reputation Management: Restore and strengthen Shan Shwe Taung’s reputation. For short term, countering misinformation campaigns. For long term, to be more transparent about SST produciton process, people behind the brand and company culture for innovaiton.
- Integrated Marketing Strategy: Develop a holistic marketing approach that aligns the brand's online and offline customer experiences, ensuring consistent messaging and branding across all channels.
- Adaptation to Changing User Behaviors: Continuously monitor and adapt to changing netizen behaviors to stay relevant and engaging, ensuring Shan Shwe Taung remains connected with its target audience.
- Brand Credibility and Expertise: Establish and showcase the brand's expertise and credibility in the fermented tea leaves industry through media exposure, expert thought leadership, and the production of high-quality content such as company profiles and expert interviews.
- Target Market Expansion: Successfully target and penetrate the premium and luxury markets for Myanmar Tea Leaf’s premium addition product-line, Paline, by developing tailored campaigns and initiatives that cater to the preferences and needs of these customer segments.
- Retail Sales Growth: Increase retail sales nationwide by implementing retail-focused campaigns and promotions that drive awareness, generate interest, and encourage purchases of the brand's products.
- Channel Optimization: Optimize the utilization of OTT platforms for reaching modern youth with internet access and leverage cable television to connect with audiences in rural areas, ensuring effective distribution and communication of the brand's messaging.
- Continuous Improvement: Regularly assess and identify areas for improvement in marketing strategies, content creation, customer care, and conflict management, to enhance overall performance and ensure the brand's long-term success.
Prep With Laphet
‘Prep with Laphet‘ campaign is a strategic effort evangelise organic laphet in premium market. Introducing Laphet as a versatile ingredient to cook some easy, tasty and instagram worthy meals.
Success Stories
Paline's Laphet Revolution
Paline set out on an epic journey to re-define laphet consumption with Paline, an organic premium brand. The core objective to de-couple lappet with assorted beans. And pairing Laphet with nuts or using it as an ingredient in the kitchen for example to marinate meat, incorporating it into healthy salad bowls, or promoting it as a flavourful dip for snacks.
‘Prep with Laphet‘ campaign was born. We worked with Ko Thit Htoo, Myanmar Chef Table judge, to develop 12 recipes people can easily make with Laphet as an ingredient.
- The passion and dedication of Icarus Media and Ko Thit Htoo reflected on carefully crafted recipes which were easy to follow, enticing to look and tasted great to eat.
- Great visuals were developed to accompany with the campaign for all 12 recipes.
- The collaboration between Paline and Icarus Media bore remarkable fruit. The 12 groundbreaking laphet recipes reached an astounding 6 million individuals worldwide, sparking curiosity and excitement.
- Users engaged with the content passionately, resulting in 1 million interactions, igniting a viral buzz around the organic marvel that was once perceived as ordinary.
Beyond the impressive numbers, the campaign accomplished its primary objective – to redefine laphet’s identity. Paline emerged as a trailblazer of health-conscious innovation, inspiring a new generation to embrace the extraordinary potential of this under-appreciated ingredient.
The success of this creative partnership between Paline and Icarus Media surpassed expectations. Through innovation, ingenuity, and a passion for culinary artistry, laphet emerged as a symbol of organic marvel, reshaping brand perception and captivating the hearts and minds of millions. Paline’s journey with Icarus Media serves as a testament to the potential of embracing creativity and innovation to unlock hidden possibilities, leaving a lasting impact on the culinary world.
Establishing Authority of Founders
Paline is the first organic tea leaf brand in Myanmar. In order to legitimise the expertise of the founders, we designed a campaign, “Meet the founder”, around Laphet information sharing with the founder Ko Myo Win Aung and Ma Khin Ye’ Yupar Aye.
- The founders took our audience in a journey of making organic laphet.
- Shared their expertise in turning a small family business into a sustainable national brand.
- They talked about the international events they have been representing Myanmar Laphet.
This campaign was a major success. It had an aggregate of 24 million views.
The Results
- Market Segmentation: We attracted health conscious, cooking savvy users with our ‘Cook with Laphet’ campaign.
- Organic Friendly Audience: By capturing the right audience network, we managed to reduce customer complaint about the product. And created a movement of innovative health conscious foodies who loved organic laphet like Paline.
- Sales Growth: By capturing the right audience for Paline, we managed to increase product enquiry and decrease customer complaints. Exact figures still on measuring stage when we parted our ways with Paline. 🙂
Let’s discuss how we can collaborate
Congrats on making it all the way down the page! How about we schedule a virtual chat over a nice cup of tea or coffee? We can dive into how we can make your brand shine and take it to the next level of success. Let’s connect and make magic happen!
