TCL Thailand
Clicks
Video Views
Google Trends
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:
- Understand the consumer journey
- Engage with target consumers through identified touchpoints
- 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
