Case Study of Moo Deng: Digital Marketing That Created a Viral Phenomenon on a Global Scale and Its Economic and Environmental Impacts

Abstract

This academic article presents a case study on the phenomenon of "Moo Daeng," a pygmy hippopotamus from Khao Kheow Open Zoo in Chonburi Province, which achieved remarkable international success through digital marketing strategies. Specifically, the use of "cuteness marketing" and meme-based marketing strategies via social media effectively conveyed Moo Daeng’s charm and uniqueness through creative content, resulting in rapid viral brand awareness worldwide. This study analyzes the key factors behind this success in digital marketing and highlights its economic and environmental impacts. The Moo Daeng phenomenon led to a fourfold increase in tourist numbers in Chonburi Province, with visitor totals reaching 1.4 million in the second half of 2024 and an anticipated 2.5 million by the end of 2025. Statistical analysis reveals a strong correlation between the growth in visitor numbers and the use of User-Generated Content (UGC) and Meme Marketing strategies. Additionally, revenue from ticket sales and merchandise increased significantly, totaling 12.9 million baht within just 19 days. Key strategies contributing to Moo Daeng's digital marketing success include real-time content creation, the use of creative hashtags, and continuous engagement through live streaming, which fostered a strong sense of audience participation. Economically, digital marketing through storytelling significantly boosted income for local businesses such as financial institutions, hotels, and retail shops. Environmentally, the campaign fostered brand attachment and promoted environmental responsibility, enhancing brand loyalty. Moo Daeng became a symbol of the success of endangered species conservation projects, raising public awareness of wildlife conservation issues. The findings of this study suggest that distinctive and creative digital marketing content not only sustains viral momentum but also effectively enhances both the economic and environmental value of a brand.