Case Study
Thailand's LeadingRetail Company (SET50)6 Years of Trusted Partnership in Meaningful Communication
Six years of carrying a national retailer's social projects to the people they are meant for — through news publishers and local KOLs, with reach and engagement above KPI in every campaign.
- 6Years of trust
Scroll
The Brief
Lift how far the news of a national retail company's (SET50) social projects travels, so that the opportunities and the help they offer truly reach the communities and people who need them — through communication that is sincere and tangible.
- Client
- Thailand's Leading Retail Company (SET50)
- Category
- Corporate Social Responsibility (CSR) & Corporate Communication
- Campaign Objective
- Spread the news of the company's social projects, and pass on the opportunities they create, to the wider public efficiently — building understanding and sparking positive inspiration in society.
The Challenge & Strategy
Community-FirstCommunication
The challenge of a large-scale social campaign is making sure the news and the good opportunities truly reach the hands of the people who need them. So we used a “Community-First Communication” strategy: instead of one-way communication, news pages and groups of creators close to their communities became the bridge carrying information between the company and the public — reflecting the positive impact actually happening in society.
The Execution
Work with publishers and local creators as “the voice of the community”, passing the stories on in many dimensions: support for SMEs, action for the environment (the National Go Green Campaign) and help for society in times of crisis.
Execution & Rollout
Because the projects were diverse and needed continuous care, we designed a communication ecosystem tightly fitted to each purpose:
Empowering the GrassrootsSupporting Communities & the Economy
For the Support SME and Support Local Farmer campaigns, we chose local creators on TikTok and Facebook to present stories of success and of opportunities received, naturally — so viewers saw something tangible and were ready to support products from Thai farmers.
Social & Environmental ImpactDriving Society & the Environment
For national-scale campaigns such as the Go Green Initiative, vocational skills for vulnerable groups and the donation of medical equipment in a time of crisis, we coordinated with mass-reach publishers to build mass awareness that was fast and credible, and to carry the news to people across the country.
Agency Value Delivered
This work is proof of our strength as a long-term partner to a national-scale organization:
Key to Success
Fast.Precise.Measured.
Across six years of trust, we have proven our ability to manage work at a complex scale — fast, precise and with results that can be measured — taking reach and engagement past the KPI in every campaign.