The Role of Strategic Marketing in Moo Deng's Success at Khao Kheow Open Zoo

Abstract

The zoo industry has transformed over the past decade, focusing on immersive, educational experiences that engage visitors and promote wildlife conservation. Moo Deng, a pygmy hippo at Khao Kheow Open Zoo, exemplifies how strategic marketing drives success in this changing landscape. Through viral and ethical marketing, alongside the 4E framework (Emotion, Experience, Engagement, Exclusivity), Moo Deng has become a global sensation. This research examines the factors behind her success, using visitor interviews and social media feedback. Findings show that her emotional appeal, engaging content, and adorable portrayal resonate deeply with audiences. Platforms like TikTok and Facebook were instrumental in fostering widespread engagement and international recognition. The zoo’s marketing not only increased visitor satisfaction but also raised awareness about wildlife conservation and the plight of pygmy hippos. The study demonstrates that combining viral, ethical, and experiential marketing boosts brand visibility while aligning with consumer values. It also highlights the importance of proactive engagement, transparent communication, and strategic investments to sustain long-term interest and manage increased visitor numbers. Moo Deng’s case offers a blueprint for balancing entertainment, education, and conservation, ensuring both business growth and social impact in the zoo industry.