Why is this work relevant for Media?

Because CPG would like to encourage Thai people to aware the Gratitude perception especially in Y generation so “putting the right media to right person with right message” will deliver most efficiency & effectiveness to the campaign.

Background

From CP’s long-standing corporate philosophy of Gratitude, CP has initiated a new Gratitude campaign through a 6-minute video clip as a lead. The main objective is to encourage everyone in Thai society to be more actively aware that this virtue is an important foundation of our thinking and action. The main targets are young generations who have grown up in Self-Centered culture that rather focuses on materialism which are in contrast their parents. Moreover, CP had to be cautious of the campaign budget within the last quarter of 2018, not to mislead to the idea that the corporation spent a huge amount for PR purposes during bad economy year.

Describe the creative idea/insights (30% of vote)

From sources of data and research, majority of Gen Y does not see the expression of gratefulness and piety through their social channels as one of the primary concerns in life. Some even see this virtue as a burden to their success which is gauged by social value.

Describe the strategy (20% of vote)

Our strategy is to “Utilize the darkest corner of social media where Gen Y enjoy their social lives to ignite the value of Gratitude”, turn the darkest side into the brightest light.

Describe the execution (20% of vote)

We ignited the conversation on gratefulness and piety within the “dark side” influencers who always project negativity in the social world. - We only selected KOLs and pages that always have negative posts and negatively blunt measured by 99% negative sentiment tracked by Social Listening Tools such as E Jeab Page which has almost 3 million followers. - We intentionally selected Mother’s Day as the launch date so the conversation can extend to other related topics of gratefulness beyond teachers for maximum engagement potential.

List the results (30% of vote)

- We earned 11.4 million engagement, which was 370% higher engagement than expected KPI. - We achieved more than 100 million views. - Finally, on the darkest side of Thailand social page, our pride was that 99% of the conversation was positive towards the campaign and CP, and that Gen Y has shifted the beliefs that gratefulness and piety are an important virtue in Thai society.