# Thailand Campaign Brief — AI Productivity Workshop (First Pass)

Source: `inputs/BRIEF.md` plus figures from `inputs/data-table.csv` (DataReportal Digital 2026 Thailand, data as of October 2025).

## 1. Campaign Objective

Drive awareness of an AI productivity workshop among Thai working professionals by anchoring reach on Thailand's largest social platforms, while running a small content test on platforms showing fastest growth or strongest professional fit. The goal of this first wave is qualified workshop interest, not broad clicks.

## 2. Channel-Priority Table

| Tier | Platform | Reported audience | Basis | Why this tier |
| --- | --- | --- | --- | --- |
| 1 — Reach anchor | Facebook | 51.5M | Ad reach, late 2025 | Largest paid-reach surface for general working-age awareness |
| 1 — Reach anchor | YouTube | 47.2M | Ad reach, late 2025 | Long-form explainer fit; broad reach despite slight YoY dip |
| 1 — Reach anchor | LINE | 56.0M | Monthly active users, late 2025 | Default daily app for Thai professionals; strong for nurture, not display |
| 2 — Test for growth | TikTok | 56.6M (18+) | Ad reach for 18+ users, late 2025 | Large 18+ base; short-form "AI hack" format fits the offer |
| 2 — Test for growth | Instagram | 20.6M (+13.9% YoY) | Ad reach, late 2025 | Fastest-growing Meta surface; good for visual before/after |
| 2 — Test for growth | LinkedIn | 6.5M (+14.0% YoY) | Registered members, late 2025 | Smallest reach, best professional-context targeting; member count, not active users |
| 3 — Watch only | Messenger, X, Reddit | 36.5M / 13.3M / 4.15M | Ad reach, late 2025 | Messenger and X show flat-to-negative quarterly change; Reddit yearly change (+458%) is flagged by the source as unusual |

## 3. Content Angles

- "AI ที่ใช้ได้จริงในงาน" — three concrete office wins per piece (drafting, summarizing, analysis). Best fit: Facebook, LinkedIn.
- "ก่อน-หลัง 60 วินาที" — 30–60 second before/after reels showing one task done with and without AI. Best fit: TikTok, Instagram Reels, YouTube Shorts.
- "ประหยัด 1 ชั่วโมง วันนี้" — short tip series with a single workflow each. Best fit: LINE Official Account broadcast and Facebook.
- Manager-focused angle for LinkedIn: how a small team adopts AI without slowing operations.

Recommendation if time is limited: produce the before/after short-form set first; it reuses across TikTok, Instagram, and YouTube Shorts with minimal rework.

## 4. Sales Follow-Up Idea

When a prospect engages (form fill, LINE add, or DM), send a short follow-up within 24 hours that asks two qualifying questions:

1. Team size and role (individual, team lead, or department).
2. The single most repetitive task they would want to remove.

Offer two responses: a 15-minute consult slot, or a seat in the next workshop cohort. Hand off to sales only after one of the two is selected, so the team is not chasing low-intent contacts.

## 5. Data Caveats and Test Questions

Caveats:

- Ad-reach figures are not the same as monthly active users, buyer intent, or campaign performance.
- DataReportal Digital 2026 reflects latest available data as of October 2025; do not present it as live data.
- LINE's 56.0M is reported as monthly active users — a different basis from the ad-reach figures and not directly comparable.
- TikTok's 56.6M covers users aged 18+ only.
- Reddit's reported +458% yearly change is flagged by the source as unusually large; treat it as a watch item, not a planning input.
- LinkedIn 6.5M is registered members, not active users, so do not compare it head-to-head with ad-reach numbers.

Open questions for the marketing owner:

- What is the split between awareness spend and conversion spend for this first wave?
- Is the primary success metric workshop registrations, qualified leads, or something else?
- What language mix do we want in creative — Thai-default with selective English terms, or fully bilingual?

## Next Actions

- Marketing: lock the before/after short-form concept and produce three test pieces for TikTok, Instagram, and YouTube Shorts.
- Sales: prepare the two-question qualification message for LINE and email, plus the consult-booking link.
