Thai Life Insurance has changed its brand vision to be a trusted life partner taking care of people with true sincerity.

To reflect this, we picked one critical social issue in Thailand; the yearning for doing good deeds that people seem to see the benefits of these days.

So, Thai Life created “Believe in Good” to encourage Thais to once again believe in good and to see the real beauty of giving.

Our goal was to increase brand reputation and to positively connect with people by gaining 1.5 million engagements with 30 million impressions.

As the desire to do good and sharing a positive message are in every person’s nature, the strategy was to use storytelling to spread company values through the voice of the consumers.

Thai Life created an emotional short film that highlighted key brand values, represented through a character that made the brand more approachable. We amplified the message through the life of a man that got a gift of compassion and happiness in life by doing good.

The campaign started with a post on Thai Life’s YouTube and was distributed across social media. Consumers’ conversation was spread across 232 countries, organically.

Within 4 days, the film had over 3.9 million views and reached 17 million after 4 weeks with 300.3 million global impressions, 18 million engagements and 1.6 million shared. The earned media value is US$ 43,000,000 and rising. Over 50 global leading media websites mentioned and generated 192% visitors growth to company’s website.

Within each person is the desire to do good, and sharing a positive message with friends is in every person’s nature.

Understanding this behavior, our strategy was to use storytelling to spread the company values through the voice of the consumers.

Led by PR, we launched a paid, owned, and earned approach seeding the story across key media outlets where our target spends their time, resulting in a rapid increase in earned media as consumers, additional media, and even global celebrities began to share the story.

It started with a post on Thai Life’s YouTube, followed by Facebook and top blogs. The film was shared by Thai Life’s fans and it was stirred by other Facebook Pages, and Twitters.

On the second day, we engaged the conversation with online influencers. Finally, we raised the trend by launching TVC on the fourth night along with paid online media and press release.

As a result, the VDO received consumers’ attentions quickly. And they started sharing it via their own social network. Within 5 days, the amount of visitors on Thai Life’s YouTube channel increased 876%

2 weeks after launching, the story of Unsung Hero VDO broke the record of Thai Life’s campaign by generating over 10 million views and was tracked by 285 worldwide websites across 232 countries, both in business and entertainment sectors such as Huffington Post, CNN, Mashable, etc.

4 weeks after it's launch, the story of the Unsung Hero reached 300,343,251 impressions, over 18 million engagements, 17 million VDO views, and 1.6 million positive content sharing, including global celebrities such as Ashton Kutcher.

It generated earned media value $43 millions

These results also affected the business impact by 192% increasing the number of prospects of website visitors, and increasing inspiring talk-about brand for more than 2,852,711 times which was 185% more than KPI.