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Fueling EV Charging in Thailand: Powering Up with Digital Advocates
By David Nakayama - Published May 19, 2023
Text and photos by David Nakayama and Pannida Kattanasri, DET Corp Comms
Bangkok, Thailand, April 26, 2023- Coming out of the pandemic, the creator economy is stronger than ever with people spending more time than ever watching their favorite influencers. Today, we can watch all sorts of free online videos that offer us a fun and engaging way to learn about new technology and trends reshaping our lives in Southeast Asia.
Here we will look at how Delta Thailand is taking advantage of this customer trend and leveraging influencer and KOL marketing to promote our EV charging solutions to our local customers.
Why Delta Thailand Chose Video Content + Influencer Marketing?
Looking at the global industry, we can see that marketers around the world are paying more attention to this shift from big media and company channels to more “authentic” online influencers and are investing their efforts in these high ROI methods.
In HubSpot’s 2022 Marketing Industry Trends Report, a survey of 1,200+ global B2B and B2C marketers, they report over 1 in 4 marketers currently leverage influencer marketing and it offers the 2nd highest ROI of any trend right after short-form video.
This is why in Thailand we wanted to take advantage of both of the highest ROI trends at the same time with influencer video marketing.
Creating Chill Content with the Yelp of Thailand
Getting an Instagramable meal or cup of coffee is a huge part of daily life in Thailand but with so many great places available customers are looking for more information to make their choice. That’s why the local app and website Wongnai.com has become the top choice for many young Thais looking for Thai language reviews of restaurants, cafes and bars.
Delta chose to feature our EV chargers on the Wongnai Vibes a special section of the site and that features themed lists of editor’s top picks. The Thai article called Chill & Charge at 5 cafes around Udomsuk and Bangna gave readers a curated list of five cool cafes around two Delta charging stations where they can grab a bite and recharge with some great coffee while charging their EVs.
Along with photos and descriptions of delicious pastries, pasta and espresso-based beverages, the article included a sponsor’s message from Delta inviting Thais to try our AC and DC chargers in Bangkok with a link to our EV charging product webpage. Wongnai also created an original infographic map with the locations of each café around the Delta EV charger stations.
By sharing this article on the popular Wongnai website and social media, we hope to get the attention of young Thais who enjoy good food, drink, technology and a green lifestyle. In the future, we look forward to working with more lifestyle services and platforms to show how Delta is supporting a sustainable future in Thailand.
Video Reviews with Local Automotive and Tech KOL
Youtube and Facebook are extremely popular platforms for Thais to watch entertaining reviews of products and hobbies they enjoy. To promote Delta EV chargers, we engaged with two popular KOLs in the automotive and tech segments. As we want to capture different target groups.
In the automotive segment, we partnered with Headlight Magazine, a car-focused KOL in Thailand, to publish a video during the Thailand Motor Show. This event attracted car enthusiasts, especially those interested in EVs. In our video, we discussed how to select a charger that suits your lifestyle and needs. We covered the differences between AC and DC chargers and shared charging experiences.
Our aim with this KOL review video is to engage both household customers who already own EVs and are looking for home chargers as well as those considering purchasing an EV and charger. We wanted to spark their interest in Delta chargers. Additionally, we introduced Delta's solutions to business customers through this video, aiming to pique their curiosity and generate interest in our charger solution.
have a passion for technology, including computers and gadgets. To cater to this audience, we created another video in collaboration with Extreme IT, a prominent KOL specializing in reviews of computers, laptops, gadgets, and new technology IT products.
This video will have a different presentation style as we feature the Evolt charging station, which utilizes Delta chargers. Our intention is to raise awareness about Delta's position as a leading provider of comprehensive charging solutions. Our products are known for their quality and reliability, which is why numerous charging stations across Thailand trust in and utilize Delta chargers.
Summary
As we can see, video content by influencers and KOL are a growing trend among customers and an interesting new area to explore in brand marketing. As Delta becomes more and more known in the Thailand market, we hope to work with local social media creators to teach and inspire people with our sustainable products and vision.
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