The Challenge
Volleyball TV (VBTV), a global platform for volleyball enthusiasts, wanted to grow in the Thai market and engage local fans more effectively through social media campaigns.
Thailand, known for its passionate volleyball community, was a large opportunity for VBTV to grow.
Despite its global presence, VBTV struggled to connect with Thai volleyball fans because it had no localised content. This limited its reach in the large Thai market.
Our Approach
Primal created localised content made for the Thai audience, to grow engagement within the Thai volleyball community.
Primal ran a community-led strategy on VBTV’s global Facebook page, Volleyball World, focused on growing its community rather than on conventional branding. The work included interactive elements such as quizzes, designed to appeal to Thai audiences and grow their passion for volleyball.
The content connected the community across quizzes, matches, moments and stats, and Primal used video to capture the moments that mattered.
The work focused on engagement, positive brand interaction and effective reach.
Outcomes Achieved
The results came over 6 months. Each figure below compares with the previous period.
Primal’s posts were the top engaged posts from branded keywords, and Thairath also featured the content in its news forum.
- 143%Increase in App Subscriptions
- 158%Increase in App Downloads
- 70%Decrease in Cost Per Acquisition
Key Insights
- VBTV had a global presence, but without localised content it could not connect with Thai volleyball fans.
- The strategy grew the community on the Volleyball World Facebook page instead of running conventional branding.
- Interactive posts such as quizzes sat alongside matches, moments and stats, all made for Thai audiences.
