For IUJ Social Media Marketing Class

1. SOCIAL MEDIA
MARKETING
IN THAILAND
M AY VA R I N C H O N G J A R O E N J A I
2 B 5 0 1 2

2. OUTSTANDING
S O C I A L M E D I A C A M P A I G N S
IN THAILAND

3. ICHITAN
“50 DAYS, 50 MERCEDES BENZ”
• Send the code that appears under
the bottle cap
• Each day, 50 lucky winners get
Mercedes Benz
• From 5 March 2015 – 21 May
2015 (approx. 3 months)
• https://www.youtube.com/watch?
v=Rm1YwmmHE4w
Source: www.facebook.com/ichitan

4. “DOUBLE A 1 DAY 1 TREE”
• Download “1 Dream 1Tree”
application and log in via
Facebook account or email
• Scan QR code from paper
packaging and growing
young plant in the app. (Real
farmer name will be shown in
the app, player can choose
who to plant with)
• Capture the screen that
shows farmer’s name and
post on Double A Club
Facebook page
• 20 lucky winners will get 2
movie tickets/each
Source: www.facebook.com/Double APaper

5. LAYS
“ 30 DAYS, 30 MILLION”
• Register the promotion
code appears inside the
chips package via phone or
website
• 30 Lucky Lays fans can win 1
million bath each day.
• 1 April 2016 – 25 May 2016
Source: www.facebook.com/LaysThailand

6. DOWNY
Source: www.facebook.com/DownyThailand
• Cover the downy song
dance
• Upload the video clip on
your Facebook and share
the link under the post with
the #
• Those who join the
campaign will receive 4 new
formula (different scent)
fabric softener for FREE.

7. TAOKAENOI
• Change Facebook profile
picture by clicking at the
link to choose and decorate
your photo
• Lucky winner will get
IPhone 7
• Encourage people to cheer
for Thai football team in
UAE vs. Thailand match
Source: www.facebook.com/clubtaokaenoi

8. CONTENT STRATEG Y
W I T H
SM PL ATFORM

9. LCC IND

10. FACEBOOK
Purpose
(educate, inspire,
entertain,
convince)
Create demand
(Convince to buy)
Create demand
(Convince to buy)
Create demand
(Convince to buy)
Content Strategy
Attractions/
Promotions/
Activities/
Food photos
Promotions/
Attractions/
Activities
Promotions/
Attractions/
Activities
Use of UGC Occasionally Occasionally Occasionally
Frequency
Everyday Everyday Everyday
Number of account 1 1 1
Connection to
users
Very responsive Very responsive
Good responsive
(within 10 hours)

11. INSTAGRAM
Purpose
(educate, inspire,
entertain,
convince)
Brand awareness
& create demand
(Convince to buy)
Brand awareness
& create demand
(Convince to buy)
Create demand
(Convince to buy)
Content Strategy
Routes/
Promotions/
Food photo
Promotions/
Attractions/
Acts.&campaign/
Crew members
Attractions/
Activities
Use of UGC Rarely Rarely Rarely
Frequency
Avg. 2 post/day
Everyday ( 1 or
more)
Avg. every 2 days
Number of account 1 1 1
Connection to
users
Rarely response Actively response Good response

12. LINE (OFFICIAL ACC)
Content Strategy
Promotions
(similar acc with
ThaiAirways)
Promotion/
Attractions
Promotion
Additional offers Free Line sticker
(Share with ThaiAirways)
no Free Line sticker
Frequency
Occasionally Occasionally Occasionally
Number of
account
1 1 1
Connection to
users
None None None

13. SUMMARY
• Companies within the same industry have
similar content strategy.
• All 3 LCC companies tend to promote
themselves through Facebook more than
other social media platform