Marketing communication of Thibaan the Series

Abstract

This qualitative study was conducted to understand the marketing communication of Thibaan the Series, which was released in 2017. In-depth interviews and documentary analysis were used in the data collection process. It was found that the Thibaan marketing team used movie clips and trailers published on both social network and YouTube to increase the audience’s needs to watch the show. Print advertising was also used, but with a limited budget, it could be found only at some large cinemas. Facebook was used for public relation purposes, such as to convey news to the target audience, like release dates, activities and events. Facebook also helped the marketing team to receive the critiques and to understand the needs of the audience. The actors and actresses of this movie were also invited to an event to meet and greet with their fans. The research also found a viral marketing strategy through Facebook. This movie established a fashion trend for their fan club to follow the actors and actresses to wear Thaibaan style and ripped clothes, which caused a chain reaction for the target group to watch the movie. On the other hands, Thaibann the series produced from the Isan culture true story which was very interesting, easy to understand and similar to the audience’s life which made them seem to be one of the actors and actresses in Thaibaan series. All the proceeding strategies are the key of success for Thaibaan the series.