Company: Total Access Communication Public Company Limited (dtac)
Company background: dtac, one of the largest mobile operator in Thailand. At dtac, we are ready to provide digital experience to reiterate dtac’s mission to become the number one digital company and the brand of choice for digital users in Thailand.
Contact: Manida Thiensiripipat
Related URLs: https://community.dtac.co.th/
Lithy category: Social Marketing Champion
1. Tell us about your unique marketing campaign and/or promotion as well as your goal and key strategies.
“Super d Hero”, a Competition to find dtac Community Contributors & Brand Advocates
Dtac online community was created to be as a hub of self-service knowledges and reviews about dtac products and services. However, most of the queries in community are complex and need agents to help, and customers prefer to post questions rather than searching for answers. That why we launched “Super d Hero” with the aims of;
Super d Hero consisted of dtac customers who applied to be in the competition, only 24 applicants would be selected to join the-4-months-competition. Once they were on board, they had to start earning and collecting points through actively contributing to the community in order to promote to the higher rank and earn prizes according to the ranking they reached.
Contributions for each rank were set with different objectives; “d Beginner” was intended to get Super d Hero familiar with the community, measured by very simple metrics with a small amount. For “d Expert” required quantity and a bit quality while higher ranks like “d Excellent” and “d Fantastic” focused more on the quality and they had to do special tasks and get arbitrary points.
Strategies for this campaign were around setting a flexible ranking formula with fewer ranks– I kept adjusting the formula to be more realistic for the Super d Hero. Maintaining a consistent communication with Super d Hero to keep them motivated and to get to know them better and grow relationship. Providing them with motivations they were interested ex. workshop with Youtube for those who passed d Beginner. Every tasks were measurable.
2. Share your plan with target audience and how your digital technology (e.g. community and/or social media management platform) helped promote the campaign
We targeted on dtac customers who are keen on digital and social media usage and love dtac. We promoted Super d Hero campaign via our community, dtac Facebook, Facebook advertisement and Pantip.com, Thailand’s top web board.
For the recruitment process to get 24 Super d Hero, the applicants had to write why they would like to be Super d Hero and why they love dtac on dtac community. 24 out of 44 applicants who got the top kudos got to be in the competition.
We held the press conference announcing the list of 24 Super d Hero and how and when we would run the competition, with digital and technology media and some applicants attended.
VDO https://youtu.be/y_NbZdtvIVI Presenting about Super d Hero and its launching competition video
We also invited the applicant @DigitalFast who got the top kudos to be on stage with us – we interviewed him with similar questions from the requirement process. (He has been with dtac around 14 years!)
At the event, we had photo booths and cocktails with Super d Hero theme. Attendants were having great time taking photos at photo booths.
3. What were the results? Tell us how it helped you acquire customers, serve customers and/or grow your customer base (increased subscribers, engagement increase)
Our Results: Super d Hero Contributions from the Competition
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