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'The Birds and The Bees 2.0' from Condom Brand ONETOUCH Reaches 2.6M Organic Views

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Campaign from YELL ADVERTISING a success with $0 media spend

'The Birds and The Bees 2.0' from Condom Brand ONETOUCH Reaches 2.6M Organic Views

In Thailand, sex is a sensitive topic that even parents and children barely discuss. This situation causes most Thai teenagers to look up information on the Internet and choose to ask their friends instead, with no guarantee that the information they receive will be accurate.

This problem leads to some misunderstanding about sex that later can lead to unwanted pregnancies and sexually transmitted diseases.


Therefore, ONETOUCH - a condom brand - proudly presents its brand image by standing out, aiming to help Thai society with content videos that provided beneficial and accurate information about sex education.

Nevertheless, other than how Thai people draw a line on ‘sex’ as an inappropriate topic to communicate, the media used for this campaign had to meet social media limitations according to the YouTube policy that prohibits advertising related to birth control.

So YELL created “The Birds and The Bees 2.0”, a campaign that spent $0 budget in total while also gaining up to 2.6 million organic views. With the use of the Keyword Planner tool, it helps generate the most searched keywords to track down what the target audience wanted to know most.


This branded content VDO series contains over 40 clips in total that provide answers for almost every type of sex-related question Thai teenagers may not dare to ask.

These content VDOs will be run in a quiz show style in order to create more excitement and build an engagement between the target audience and the content.

This quiz show proceeded through the entertaining atmosphere with the help from 'Deerlong', a popular Thai content creator with a huge following. Her focus is to deliver positive entertainment and to help the audience with the questions they’re begging to ask. On the other hand, 'Dr. Fern', our resident expert on STDs, will also be there to give them accurate, useful, and sometimes tough answers.

Dissara Udomdej, chief creative officer / YELL BKK said: “Keywords strategy is the key success of this campaign. We received the brief from the client as they wanted to deliver useful information about sex education through the content video for people to understand it correctly. Despite the fact that YouTube prohibited us to do the advertisement dues to birth control policy in Thailand, we still choose it as our main platform according to our research that YouTube is the 2nd most popular platform that Thai people use to search for information - and it is also a search-based platform of its own. So, every time when people look up the answer by typing their questions related to sex, they will more likely see this content video appeared on their search result."

With the precise strategy and effective tactic applied in this campaign, it successfully reached the right target audience with much positive feedback and accomplished the main objective of the brand along with the new high of 2.6 million organic views by spending only $0 budget on media overall.


Result:

2.6 M Organic Views

108,391 Hours Watch Time

1,589 Total Comments

5,300% Organic Subscribers Increasing

Campaign Budget on YouTube only 0$


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Advertising Agency

Agency: Yell Advertising

Credits

CHIEF CREATIVE OFFICER: Dissara Udomdej

CREATIVE GROUP HEAD: Chalermpol Bowonruttanapran

ART DIRECTOR: Kodchakorn Kitasilp

COPYWRITER: Chanol Tareetanatip

STRATEGIC PLANNER: Kwunchai Pansuk

Account Supervisor : Chutikarn Ounhachoke

Producer: Thanutjutha Ratchatavorn

YELL ADVERTISING, Mon, 18 Oct 2021 07:51:00 GMT