| Title | DOUBTS |
| Brand | S.B. FURNITURE CO., LTD. |
| Product / Service | S.B. DESIGN SQUARE (FURNITURE RETAIL) |
| Category | D03. Webisodes / Series |
| Entrant | FAME LINE Bangkok, THAILAND |
| Idea Creation | FAME LINE Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Jongjitr Smith | Fame Line | Executive Creative Director |
| Parinya Keawkum | Fame Line | Art Director |
| Duangporn Mongkorn | Fame Line | Senior Copywriter |
A full-fledged online YouTube and Facebook campaigns was set to launch in February 2017 using a new brand story that was aimed to create a buzz in the social media. The strategic concept of “Love Makes a Home’ was developed for this campaign to reflect brand’s promise of an ideal living that is full of love. A series of four video clips with each story centering on “love” between a young couple, a progress of their “love”, an outcome of their “love’, and a root cause of “family love” were executed, and posted on YouTube and Facebook during the month of Valentine’s. The overall aim was to make viewers very much fall in love with the brand story and share them
The total cost of production for all 4 webisodes plus a teaser was about 60,000 USD. The timeline from pre-production to all episodes finished took about a month and the shooting was done on real location not in the studios. The Client spent an approximate budget of 150,000 USD, only a third of their usual offline budget to promote the materials on YouTube Trueview and facebook ads.
Within 3 months, the webisode 2 received 1,798,908 views on Facebook with 3,798 comments. 53,060 likes and 8,670 shares, and 321,528 views on Youtube, 112 comments, 917 likes and 605 shares. All 4 webisodes received 9.7M. total views, 204,000 total likes 6600 of total Comments, and 54,000 total shares. In terms of business results, stores have reported more walk-in by first-time visitors. SB Design Square retained its top-of-mind position in the furniture retail category.
Each of the four episodes aimed at different target segments of the brand - Ep.1 Fall in Love; was aimed at the single&professionals;, Ep. 2 Doubts" was aimed at the young couples;, Ep.3 Sofa; was for the Early Nest, and Ep.0 Dad was directed at the Empty Nester. A teaser to the webisodes were first released on the Facebook fanpage and YouTube Trueview on February 2, then Ep.1 was released on Youtube and Facebook fanpage on February 5. The second episode was launched on the same channels on Feb. 9. Ep.3 followed three weeks later, and the final episode was release on March 8.