The Campaign

The idea is to deliver a message from a dead man. We aimed to demonstrate the deadly powerful sharing effect of social media that people often neglect. A film of a real story is to trigger an awakening and get people to think next time before they share. A man can be living, but his suffering had rendered him literally dead inside. The idea is to bring to light something that is taboo, a dark side of Thai society we need to find a way to bust the ignorance of irresponsible online behavior and get people to realize the consequence of sharing. Think before share, for a better social

Execution

The campaign was activated via a placement on youtube with a media budget. Secondly, third party page partners were employed to ignite conversation about #bettersocial. At the end of the campaign, PR news and advertorials were utilized to wrap up the campaign and create a second burst of conversations online. Everything happened within a span of one week. The video went viral within two days, the buzz remained for a week and we further stimulated the campaign by gradually releasing PR news articles with multiple publishers.

This video hit 3 million views within 24 hours. It spread like wild fire and became talk of the town. It hit a thread on a topic that is simmering and busted when we triggered by bringing it to light. 6 TV channels reported and discussed about this video and brought this social issue to light, covering this topic extensively with special segments in legal consequences, psychological effects on the youth. The PR value skyrocketed up to 132 million Baht from media. It was claimed to be the most shared CSR campaign in Thailand. Consequently, this campaign created a big ripple effect, causing change in the society. - 150K Total shares on social media - 6 TV Stations broadcast interview invitation in a day - 6Million views in a first week - THB 132 Million media earned value

The Situation

This campaign sparked a large-scale social discussion and movement for an issue that has been neglected for a long time. It created such a resonance and impact that 6 mainstream TV channels reported and discussed about this video and finally brought this social issue to light. News programs extensively covered this topic with special legal, psychology as well as social segments. The PR value skyrocketed up to 132 million Baht from media. It was claimed to be the most shared CSR campaign in Thailand. Consequently, this campaign created a big ripple effect, causing change in the society.

The Strategy

The target audience is all of Thailand’s online society. The target was reached through youtube and facebook, the two most popular social media. Plans of boosting the video with a media budget on youtube was later implemented, but the video went viral through it being picked up by a popular KOL, Dramaaddict, with more than 1 million followers. Hashtag #bettersocial is a mechanism that helped us track all social conversation about this campaign.