Meta has launched its first-ever brand campaign for Instagram in Thailand to encourage users to create more Reels.
Creative arm BBH Singapore has rolled out two brand films to show how Instagram sits at the intersection of relationships and personal passions. In the hero film, a couple's plans and moods change in real time as they swap Reels with each other—from icy cold-plunge videos to fire performance clips—their entire date shaped by their feeds. Eventually, the young woman startles her boyfriend, only to find him completely absorbed in a Reel of friends exploring a haunted house in Bangkok.
Six 20-second Reels follow the films. In one of the 9:16 clips, BBH banks on local humour with a scene showing Thai students pretending to jam rock music on brooms and feather dusters. Their teacher later tells them off as the bell rings, and they rush to class.
15 additional pieces of content were produced with Thai creators including @Chopluem (see above), @Nisamanee and @Glloysght, as they educate the ease and spontainety Reels can be created on the go.
Nearly two in five Gen Zs in Thailand spend two or more hours on Instagram daily, and more than half (58%) already post photos and Reels actively, on top of using it as a messaging app. Meanwhile, Instagram's user base in Thailand has grown to 22.2 million as of March 2026, up from 18.5 million at the start of 2025, yet this is the first time the platform has run a dedicated brand campaign in the market.
"What really stayed with us is how Thai people have this natural ability to find humour, meaning and beauty even in the most ordinary or uneventful moments. Instagram Reels is a natural extension of that mindset. It is a place where those stories can be expressed, shared and built upon through connection with others," said Janson Choo, executive creative director at BBH Singapore.
Campaign's take: With TikTok firmly embedded in the same audience's daily habits, Instagram isn't trying to out-entertain its rival here but making a case for why creating Reels feels natural and not effortful. The films work because they don't oversell it. The hyperlocal humour and creator-led content do the heavier lifting, and that's the right call.
Credits
Executive Creative Directors: Janson Choo, Khairul Mondzi
Strategy Team: Faraaz Marghoob, Maureen Alam
Account Management: Abbas Zafar, Angel Fadila, Claire Wong, Pei Xuan Soh, Rachel Kwe
Production Company: Sweet Chaos
Director: Alisa Pien
Producer: Golf Napaporn
Source: Campaign Asia-Pacific
