Knowing started as a radio program on Green Wave 106.5 FM on Fridays from 9-11pm, focusing on real-life love stories shared by listeners. It expanded to television, a smartphone app, music, and concerts. The program is successful because it emotionally connects with a wide audience through heartfelt, real experiences that attract sympathy and appreciation.

1. Knowing

2. started off as a radio program
which focuses mainly on real-life love stories told or
shared by listeners and hosted by 2 of the most
beloved DJ’s – DJ Chod and DJ Aoy – on Green
Wave 106.5 MHz every Friday night from 9:00 –
11:00 pm.
After the program had received tremendous
attentions and participations from the listeners, the
program expanded to other channels and formats
including television, application for smart phone,
music albums, music video series and concert.

3. is successful because it emotionally
connects, through effective channels, with a
wide range of audience via heartfelt
experiences that attract sympathy and
appreciation among other members of the
community.

4. Success Factors of
1 Content Marketing
• Emotional Needs Fulfillment
• Effective Channel Selection
2 Celebrity Marketing

5. 1 Content Marketing
“Content marketing is a marketing technique of
creating and distributing relevant and valuable
content to attract, acquire and engage a clearly
defined and understood target audience – with
the objective of driving profitable customer
action.”
– Content Marketing Institute

6. 1 Content Marketing
• Emotional Needs Fulfillment
All types of real situations,
real life stories that everyone
is easily connected to, shared
by listeners and taken care
by 2 sisters.

7. 1 Content Marketing
• Emotional Needs Fulfillment
::The 10 Essential Emotional Needs::
1) Security
2) Attention
3) Sense of autonomy and control
4) Being emotionally connected to others
5) Feeling part of a wider community
6) Friendship, intimacy
7) Privacy
8) Sense of status within social groupings
9) Sense of competence and achievement
10) Having meaning and purpose

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






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fulfills 6 out of 10
essential emotional
needs of general
public, especially
female of all ages.
This
creates
the
“stickiness”
between the brand
and the audience.
Source: http://mindsalot.wordpress.com/10-emotional-needs-that-must-be-met-for-good-mental-health/

8. 1 Content Marketing
• Effective Channel Selection
Television
Web
Webcast
Radio
Facebook
Twitter
YouTube

9. 1 Content Marketing
• Effective Channel Selection
Series
Albums & Concerts

10. 1 Content Marketing
• Effective Channel Selection
Own Media
•
•
•
Television
Web
Cost efficient
Easy to manage
Good integration
and utilization
Webcast
Free Media
Radio
Facebook
•
•
•
Twitter
250,000 followers
212,000 + 169,000 followers
YouTube
Very low cost
Easy to access
Easy to share

11. 2 Celebrity Marketing
DJ P’Chod
DJ P’Aoy

12. 2 Celebrity Marketing
Various famous celebrities, actors &
actresses, have been selected to portray the
real life characters that audience can
instantly create connections with.

13. Excellent Executions
– Club Friday focuses on female audience but welcomes all
ranges and genders
– “Club” gives a sense of socializing, modernism and
openness
“Friday” usually relates to relaxation, release and enjoyment
Content
– real stories shared by audience make the show captivating
and heartfelt. Love stories can always sell and are not timespecific.
Distribution – selected channels and formats fit modern audience’s
lifestyles. Contents can reach target audience effectively
and are cost efficient. Online-oriented strategy makes
contents last much longer and therefore help keeps the
brand alive.
Evergreen Content – love stories never get out of date.
Focus
– Club Friday focuses on love stories and female target. It
never tries to add “too many” things to grow the brand
essence.
House Style – the style has been consistent. Stories shared by audience
and moderated by 2 caring sisters.
Keep It Real - stories are sourced from the audience so they sound more
real than being retold by the DJs.
1. Audience
age
2. Branding
3.
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14. Excellent Executions
9. PR
10. Social
11. Virality
- cross-channel PR is very effective. All channels play
important roles in drawing the audience to the contents.
Other community websites have also helped in building the
awareness.
- Facebook, Twitter and YouTube have played important roles
in spreading the awareness and drawing the audience to the
contents. Word of mouth through sharing on social networks
is the major success factor.
- Contents that have been selected to produce music and
music videos usually contains twists and topics that create
the buzz. For example, love triangle, love loss, same sex
relationship, etc., which create the talk of the town overnight.

15. Thank you.