TCL Thailand

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THE CHALLENGE

With an aim to increase TCL’s brand awareness and spark the right conversations among the brand's target consumers, we needed to understand the key moments that influence consumer behavior and what would be the key messages to target them at the right time.

 

Campaign Objectives:

  1. Understand the consumer journey
  2. Engage with target consumers through identified touchpoints
  3. Create tailored content that resonates and fulfills our audience’s needs during the consumer journey

 

The Consumer Journey

Awareness

Consumers realized their needs but are not aware of the brand or have little knowledge of the products

Consideration

Consumers evaluate options available in market and compare brands and products to make the best possible decision

Purchase

Consumers do research to further re-affirm decision and look for information on sales channels

Advocacy

After purchasing,  consumers build expectation based on the experience with the brand and inform the next decision journey

Identifying Touchpoints

Awareness

  • Print media
  • Billboard / OOH
  • In-store advertising
  • TV commercials
  • Events
  • Sponsorship
  • Online media
  • Search engines
  • Wikipedia
  • Forums / web-boards
  • Social media (e.g. Facebook, Instagram, YouTube)
  • Messenger apps (e.g. LINE)

Consideration

  • Print media
  • Billboard / OOH
  • In-store advertising
  • TV commercials
  • Events
  • Sponsorship
  • Online media
  • Search engines
  • Wikipedia
  • Forums / web-boards
  • Social media (e.g. Facebook, Instagram, YouTube)
  • Messenger apps (e.g. LINE)
  • Price-comparison websites

Purchase

  • In-store advertising
  • TV commercials
  • Events
  • Sponsorship
  • Online media
  • Search engines
  • Forums / web-boards
  • Social media (e.g. Facebook, Instagram, YouTube)
  • Messenger apps (e.g. LINE)
  • Price-comparison websites

Advocacy

  • Forums / web-boards
  • Social media (e.g. Facebook, Instagram, YouTube)
  • Messenger apps (e.g. LINE)
  • Price-comparison websites
  • Word of mouth
  • After-sale service centre

 

Content Strategy

Awareness

Brand and thought leadership driven content to increase consumer awareness and interest in finding out more about TCL products

Consideration

Promote the competitive advantage of TCL products to drive public desire towards buying TCL products

Purchase

Sales promotion information to speed up the purchasing process and positive product review to re-affirm consumers’ decision

Advocacy

Continue to engage existing TCL users to provide add-value tips and shareable content to create positive word-of-mouth

Examples

TCL PR Case Study 1
TCL Thailand Promotion
TCL Max KOL
TCL PriceZa