Marketing Communication Plan
Sansiri: The Art of Home Storytelling
Through precise influencer storytelling, we turned project launches into cultural conversations and high-value sales.
Visit SiteOverview
Translating architectural design into emotional storytelling.
Between 2021 and 2024, Friends with Benefits (FWB) partnered with Sansiri, Thailand’s leading property developer, to craft a multi-layered content strategy.
Our mission was to translate each project’s architectural design language into a distinct sound and voice that resonates with the right audience across different housing tiers.
The Challenge
One brand, multiple identities, perfectly balanced.
How do you make a luxury project feel exclusive, a Japanese-inspired home feel calm and Zen, and a Lagom-style house feel perfectly balanced?
The challenge was to maintain Sansiri’s premium DNA while adapting tone, storytelling, and influencer selection to match each brand’s unique personality.
Strategy
Matching each home’s “vibe” with the perfect voice.
We stripped back the layers to define the emotional core of each home, then paired it with the right storytelling and creators.
The "BuGaan" Modern Luxury
Sophistication, exclusivity, and refined taste.
For this luxury tier, we curated high-end influencers who embody elegance and status, showcasing the intricate details and premium lifestyle.
The "Anasiri" Japanese Sensibility
Peaceful, minimal, and intentionally designed.
We crafted content that feels calm and minimal, aligning with Japanese aesthetics and creators who value simplicity and functional beauty.
The "Anasiri" Lagom Balance
Not too much, not too little—just right for family life.
Inspired by the Swedish concept of Lagom, we focused on warm, family-centric storytelling that reflects balance in everyday living.
Tiered Influencer Marketing
Right voice, right scale, right audience.
We leveraged a mix of Mega to Micro influencers, ensuring each message delivered the right balance of aspiration and relatability.
Content Harmonization
Every piece speaks the same premium language.
All content was designed to feel unmistakably Sansiri—elegant, thoughtful, and forward-thinking—while adapting visually and tonally to each project.
Audience Target
Distinct audiences for distinct living philosophies.
- High-Net-Worth Individuals
Seeking exclusivity and refined luxury living (BuGaan). - Modern Minimalists
Looking for calm, functional, and aesthetic homes (Anasiri Japanese). - New Generation Families
Wanting balance, warmth, and sustainability (Anasiri Lagom).
The Result
Where design, voice, and audience align seamlessly.
A harmonious blend of design and communication.
By matching the right sound, design, and influencer, we helped Sansiri maintain its position as a trendsetter in the real estate market over the years.
More Works
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