Likes and views are not magical. "Food, beverage, beauty, lifestyle" businesses turn to O2O marketing to pump up sales.

IdeasLabs reveals online marketing trends, food, beverage, beauty and lifestyle groups turn to Online-to-Offline (O2O) Campaigns, focusing on transferring awareness from online to real experiences at the store, driving sales to grow by 20% after likes and views no longer meet brand needs.

Mr. Thanadol Pitiyanuwat, Executive Director and Founder Idealab Co., Ltd. (IdeasLabs) The leader in MarTech Solution revealed that from 2024 until now, the number of customers from Online-to-Offline (O2O) Campaign has continuously increased, especially in product and service groups that require tangible results, such as Food and Beverage (F&B), Beauty and Lifestyle groups.

This is in line with rapidly changing consumer behavior, and brands are starting to question whether “views” and “likes” are still enough to generate business results, making the O2O Campaign strategy an important trend that is gaining momentum in the Thai marketing industry.

According to statistics from IdeasLabs, consumer behavior supports significant growth in O2O, such as:

• 78% of Thai consumers search for promotions online before deciding to buy in-store.
• 63% of brands want solutions that measure Return on Marketing Investment (ROMI) in real time.

The figures are linked to the results of the real-world campaign that was successful, such as the Milk Tea Campaign, which collaborated with more than 10 milk tea brands and reached more than 1 million users nationwide, while driving the average sales increase of the milk tea brand by 20%.

This shows that O2O is not just a trend, but a marketing structure that actually works. Moreover, O2O responds to current consumer behavior that “want rights – can actually use it – near home”, which has become a trend that has arisen from new-age consumers who do not just want interesting content, but also want reliable information and “tangible” privileges, such as receiving promotions via LINE Coupon or QR Code that can actually be used at stores near home.

IdeasLabs has successfully used the O2O trend-building strategy through the Prohub Promotion page and the Cafe Story x ติดเล่า page, which are online channels that focus on real, real-time, tangible content, not viral reviews, but provide transparent information, helping consumers make decisions with more confidence.

In addition, there are 2 important factors that help the O3O strategy to be successful:

1. The right content Create attraction from online channels (Publisher, KOL, Social Media)
2. Accurate data Collect click/receive behavior data to analyze interest.
3. A practical conversion Provides privileges that can be used at points of sale, such as QR Codes or LINE Coupons.

So how much better are sales? The numbers are the answer. This approach has been proven by the #MilkTea Campaign by Prohub Promotion, which had more than 30,000 people redeeming special privileges in Line OA. It also reiterated the success of #ThisDateHasAChance by Cafe Story x ติดเล่า, which was able to increase Engagement by more than 768%, along with a 100% increase in Walk-ins joining the event, and it really helped increase sales, as proven by the following numbers.

• Milk Tea Campaign: Partner sales grow by an average of 20%
• Cafe Story x Tidlao There was 768% Engagement and 100% Walk-in conversion.
• Prohubpromotion's LINE OA: Over 30,000 followers are ready to use the storefront privilege.

These results clearly show that O2O Campaigns can help brands increase sales by 15-30% per campaign, and create repeat consumer behavior in the long run. Therefore, O2O Campaigns are not just a trend, but the heart of measurable marketing that meets the needs of customers who see beyond the visual, but create a change to an era of measurable results. In 2025, IdeasLabs is preparing to move forward with new campaigns such as Rina Check-In (Beauty/Travel group) and CafeHubbing (Lifestyle group) that focus on content that is ready to use at the point of sale. From this trend, IdeasLabs expects that in the second half of the year, the number of customers who choose to use the O2O Campaign service will grow by no less than 35%.

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