To address this challenge, Chang decided to leverage the power of social content creation. They launched a campaign that followed the journey of a group of friends and told the story of their close friendship, all told through their song. This campaign was an emotional rollercoaster full of joy, milestones, and hardship that showed true friendship over time. The campaign was seen all over Thailand for six months and was launched via Facebook Live. It was then rolled out across various platforms including TV, Cinema, OOH, print, digital, and social. This innovative approach allowed Chang to connect with the younger demographic in a meaningful and engaging way.
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