Zest Creative
← Back to workDigital launch / Thailand & international markets

[stan]

Turning fandom
into momentum.

Zest helped a complex fan-tech app find a clearer story—and connected that story to a measurable launch campaign.

Brand strategyContent & SEOApp marketing
[stan]

Show your love.
Save the world.

FandomConnectionArtist support
3,909

Android downloads

By the end of March 2023

1.455M+

Reported impressions

Early KPI reporting period

41,227

Campaign clicks

Early KPI reporting period

Reported campaign figures. Android downloads are not a combined iOS/Android total.

01 / The strategic shift

Make the fan benefit
the starting point.

The product brought together fan engagement, artist support, payments, digital collectibles and charity-linked giving. The launch needed one understandable promise.

Starting point

An NFT
marketplace app.

A technology-led explanation with several unfamiliar mechanics.

Zest’s positioning

A fan-first
K-culture platform.

Support artists. Express your fandom. Unlock access and experiences.

One story. Four reasons to care.

  • ConnectionMeet and interact with favourite artists.
  • RecognitionExpress fandom through engagement and rankings.
  • AccessUnlock exclusive content and experiences.
  • ValueExplore artist-led digital collectibles.
Angled phone showing the original [stan] launch teaser
A mobile launch teaser from the original campaign artwork.
02 / Research into direction

Four insights shaped
the launch.

Market and keyword analysis guided the language, content and channels—not just the visual identity.

01Thai-first search

Speak the audience’s language

English content alone would not reach the Thai market effectively. Zest built discovery around Thai-language search and content.

02Audience intent

Start with artists and fandom

Artist, celebrity, K-pop and K-drama keywords offered a stronger awareness route than NFT-only terminology.

03Credibility

Earn trust before asking for action

Campaign promises needed to match the available app experience while the product continued to develop.

04Community behaviour

Meet fans where they gather

Fans were already active in Facebook groups and fandom pages. Community sharing became part of the launch approach.

03 / The launch system

A connected journey,
from discovery to action.

Zest brought brand, content, search, paid media and reporting together so each channel had a clear role.

  1. 01

    Discover

    Social content · artist keywords

    Introduce the platform through the artists and culture fans already care about.

  2. 02

    Reconnect

    Retargeting · digital PR

    Build familiarity and credibility beyond the first social impression.

  3. 03

    Act

    Website · app stores

    Create clear paths from useful content to app-store activity and download.

  4. 04

    Learn

    Tracking · weekly optimisation

    Review results, refine messages and adjust campaign activity.

Performance learning fed back into targeting, content and campaign decisions.

Built for launch.

Brand foundation and identity, website and blog content, Thai and international social creative, app-store marketing, paid campaigns and performance reporting.

7Countries in early campaign targeting
25+Keywords and ad variants built for discovery
04 / Creative in use

A consistent brand.
Content made for fans.

Artist-led content, launch teasers and Thai/English variants made the campaign recognisable across different social audiences.

These are selected creative executions from the original campaign.

Monochrome artist launch teaser with the [stan] coming soon message
Artist-led launch teaser
Second artist-led [stan] launch teaser
Second artist-led launch teaser
05 / Reported performance

Results you can read.
Progress you can see.

May recorded the highest conversion volume and lowest cost per conversion in the captured Google Ads/SEM reporting period.

Monthly conversions

Reported conversions · March–June 2023

March
2,701
April
3,051
May
4,121
June*
2,965

Bars start at zero. *June to 17 June only.

Cost per conversion

Thai baht · March–June 2023

March
฿24.95
April
฿16.20
May
฿15.05
June*
฿20.40

Bars start at zero. *June to 17 June only.

Reported Google Ads/SEM performance. June is a partial month through 17 June 2023. Reported conversions are not presented as app downloads.

2.83%Reported click-through rate
8.85%Reported conversion rate
฿83.6KReported media cost

These three figures refer to the early KPI period, separate from the monthly comparison above. iOS data was not fully available because iOS analytics had not yet been enabled.

What Zest made possible

A clearer proposition.
A coordinated launch.
A measurable response.

Zest gave [stan] a fan-first story and the brand, content and media system to take it to market.

Despite product and platform constraints, the campaign generated measurable awareness, clicks and Android download activity—and a framework for ongoing performance learning.

Related services

The service areas behind this project.

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