Why is this work relevant for Creative Data?

ONETOUCH is a condom brand which stands out for helping and preventing the pregnancy problem and sexually transmitted disease. The brand intended to create the content vdo just like a quiz game show by having a popular social influencer asking questions that people searched most on the Internet and an expertise of sexually transmitted diseases to answers those questions by herself to educate about correct sex education. THE BIRDS AND THE BEES 2.0 campaign set the priority as to help the society with this content vdo that will be providing the beneficial information about sex education.

Background

ONETOUCH is the second condom brand with a market share after Durex. In terms of product, ONETOUCH, of course, remains of a very high quality, which can compete with the number one brand in the market at a cheaper price. However, the brand awareness itself did not speak loud enough to hit the number of the adult target audience as they expected. Therefore, ONETOUCH focuses on building brand image to the new generation who seems to have more opportunities to purchase and use the product in the present and also future as well. Without focusing on picking the sex story to be the main but to create positive and useful content for people to understand and perceive. This way of promoting will also build up the brand image along the way to the society as well.

Describe the Creative idea / data solution (20% of vote)

The creative idea begins by how ‘sex’ is a sensitive subject that Thai society and even most families are rarely talking about. This reflects the unwanted pregnancy followed by a sexually transmitted disease among Thai adolescents. After tracking some of the questions found online that related to sex issues, it reflects how Thai youth is still lack understanding about sex. This problem lays in the same line with ONETOUCH’s objective as wanting to provide the correct understanding about sex topic. We find out YouTube is the 2nd most popular platform that Thai people use to search for information after Google and 90% of Internet users in Thailand visit YouTube. Since our target audience have a specific behavior of using the YouTube platform mostly, we then select this platform as our main medium and also as a Content Library that will support the target audience search especially about the correct sex

Describe the data driven strategy (30% of vote)

We find out YouTube is the 2nd most popular platform that Thai people use to search for information after Google and 90% of Internet users in Thailand visit YouTube. Since our target audience has a specific behavior of using the YouTube platform mostly, we then select this platform as our main medium and also as a Content Library that will support the target audience search, especially about the correct sex education. Therefore, gaining the Quality Views during the Teaser VDO releasing and continually receiving the Organic Views from the main VDO is the Organic Uplift that successfully served our purpose of how we want to create the beneficial information to help society’s problem. Another outstanding outcome apart from the viewer numbers is the Positive Feedback from the comments of those clips.

Describe the creative use of data, or how the data enhanced the creative output (20% of vote)

From thinking of questions, adding keywords, putting descriptions in both title and tag. It all comes from the behavior of the target audience. We also apply the use of the Keyword Planner tool to analyze the search volume to find out what questions people want to know and search most online. In this Sex Education VDO, the team will be asking questions and the popular Thai content influencer, Deerlong, will be answering those questions. So, when there come intense questions, we will have Dr. Fern, an expert on sexually transmitted diseases, answer the clear and absolutely correct answers to show the professional and trustworthy content. This way of creating content will portray a good image of the brand to remain.

List the data driven results (30% of vote)

We received 2,646,750 Organic Views Overall, and 27,186 Organic Subscribes increased within 6 months by spending 0 THB Media Budget in Total. This campaign succeeded in achieving the goal because this content video is posted on the brand’s official YouTube channel, which this medium itself where people come for searching. So every time someone types any questions related to sex, they will find this content vdo that released under the brand’s official page. From this tactic, there are more likely that the target audience will recognize the brand and the brand itself also receive a great number of response from the audience more than in the past. The outcome result and positive feedback we received are all organic that we did not spend any budget on the media at all.