BANGKOK, THAILAND — In Thailand, sex is a sensitive topic that even parents and children are barely discussed. This situation causes most Thai teenagers to look up information on the Internet and choose to ask their friends instead, which there is no guarantee that the information they received is accurate.
This problem leads to the misunderstanding and wrong-doing about the sex that later induces the crisis of unwanted pregnancy and sexually transmitted diseases to happen.
Therefore, ONETOUCH – a condom brand proudly presents its brand image by standing out aiming to help Thai society with the content videos that provided the beneficial and accurate information about sex education that answered every types of questions people would want to know.
Nevertheless, apart from how Thai people draw a line on ‘sex’ as an inappropriate topic to communicate, the media used for this campaign also meet the social media limitation according to the YouTube policy that prohibited the advertisement related to birth control.
So here, Yell Advertising is presenting the “The Birds and The Bees 2.0” campaign from ONETOUCH that spent $0 budget in total while also gaining up to 2.6 million organic views. With the use of the Keyword Planner tool, it helps generate the most searched keywords, so that they can track down what our target audience wanted to know most.
This branded content VDO series contains over 40 clips in total that provide answers for almost every type of sex-related question Thai teenagers may not dare to ask.
These content VDOs will be run in a Quiz Show style in order to create more excitement and build an engagement between the target audience and the content.
This Quiz Show will proceed through the entertaining atmosphere with the help of “Deerlong,” a popular Thai content creator with a huge following. Her focus is to deliver positive entertainment and to help the audience with the questions they’re begging to ask. On the other hand, “Dr. Fern,” our resident expert on STD’s, who will also be
here to give them the accurate, useful, and sometimes tough answers you need to hear when it comes to the tricky questions.
Dissara Udomdej, Chief Creative Officer / YELL BKK said, “Keywords Strategy is the Key Success of this campaign. We receive the brief from the client as they want to deliver useful information about sex education through the content video for people to understand it correctly. Despite the fact that YouTube prohibited us to do the advertisement dues to birth control policy in Thailand, we still choose it as our main platform according to our research that YouTube is the 2nd most popular platform that Thai people use to search for information and it is also a search-based platform of its own. So, every time when people look up for the answer by typing their questions that related to sex topic, they will more likely see this content video appeared on their search result”.
With the precise strategy and effective tactic applied in this campaign, it successfully reached the right target audience with many positive feedbacks and accomplished the main objective of the brand along with the new high of 2.6 million organic views by spending only $0 budget on media overall.
View the full campaign series here: https://www.youtube.com/c/Onetouchbrand/videos
