Thailand’s Advertisers of the Month for June have a royal tinge to them, with Lazada, King Power, and Dairy Queen all assuming their brand thrones thanks to increases in ad awareness as tracked by YouGov BrandIndex. Ad Awareness measures the percentage of consumers who have seen an advertisement for a brand in the past two weeks.
Lazada leads with a notable rise, moving from 56.7% on May 26 to 65.7% on June 15, an increase of 8.9 percentage points. This surge could be attributed to the brand’s “6.6 Super Wow Sale” campaign, which ran from June 5 to June 8, 2025. The campaign featured discounts and introduced Lazzie, an AI-powered shopping assistant. Additionally, Lazada invested US$100 million to strengthen its affiliate program, boosting performance-driven marketing efforts during this period.
King Power follows with an increase of 7.6 percentage points, rising from 9.3% on May 26 to 16.8% on June 11. The brand’s ad awareness growth may be linked to its “Top 25 Spenders” campaign, which offered vouchers up to 3,000 THB to top customers. This promotion was complemented by various partner promotions, including discounts for AIS Tourist SIM customers and other credit card holders, running through May and June 2025.
Dairy Queen rounds out the top three with a gain of 7.2 percentage points, increasing from 22.1% on May 26 to 29.4% on June 23.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from surveys of adults aged 18 years and above residing in Thailand from 26 May to 25 June 2025. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period.
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