The Trend of Butterbear and the Creation of Five-Dimensional Communication Experiences

Abstract

        The widespread popularity of Nong Mhee Noey, the living mascot and brand ambassador of Butterbear, which has rapidly built and expanded its fan base both domestically and internationally, has become a phenomenon that many brands and individuals are eager to explore. According to the author's study, Butterbear's success stems from a strategy of creating a five-dimensional communication experience as follows: (1) Mascot Marketing to enhance brand value, (2) Storytelling to foster emotional connections through narrative, (3) Digital Public Relations and Marketing Public Relations (MPR) to build brand image via social media, (4) Event & Collaboration to engage audiences and big brands in collaborative experiences, and (5) Creating a Safe Zone Community to provide emotional support for the fandom. Additionally, the author proposes recommendations for brands aiming to leverage mascots to enhance brand awareness and cultivate a positive brand image for long-term success as follows: 1. Prioritize the creative development of mascots with human-like characteristics that align with social and cultural contexts, while establishing seamless emotional connections to foster engagement and emotional value. 2. Focus on organizing diverse and captivating activities or events that keep audiences interested and engaged. 3. Implement an integrated social media strategy utilizing Owned media, Paid media, and Earned media to effectively reach target audiences and generate viral momentum rapidly.