Influencer Marketing is no longer just a sales-driving tool. It can also serve as a powerful channel for impactful social communication.
This TikTok campaign case study from Government Savings Bank (GSB) demonstrates how Data, AI, and Influencer Strategy can elevate public awareness initiatives in the digital era.
As online scams continue to rise across Thailand, public education has become more urgent than ever. In 2024 alone, Thai citizens were targeted by online fraud attempts over 168 million times, a 112% increase from 79.2 million cases in 2023, marking the highest level in the past five years (source: Marketeer).
In response, GSB launched the nationwide awareness campaign
#จับไต๋ภัยมิจ (#SpotTheScam) #ไม่คุยไม่คอลไม่กดไม่ส่งไม่โอน
to strengthen digital fraud prevention among Thai citizens.
EGG Digital was appointed as the Influencer Agency Partner, leading strategy and campaign execution on TikTok to maximize nationwide reach and measurable impact.
Strategy Behind the TikTok Influencer Campaign
The campaign targeted a broad audience aged 18–65, tailoring content to resonate with Baby Boomers, Gen X, Gen Y, and Gen Z.
1️⃣ Data-Driven Insights by Generation
Audience understanding came first.
The team analyzed:
- Common scam formats by demographic group
- Fraud channels are frequently used by scammers.
- Media consumption behavior
- Content preferences by generation
The campaign also collaborated with TikTok Creative Exchange (TTCX) to analyze scam categories, high-risk groups, and trending content formats. These insights informed highly targeted content production.
2️⃣ Creative Strategy: Edutainment Through Influencer Collaboration
EGG Digital oversaw the production of 20 short-form Edutainment videos.
The content was:
- Easy to understand
- Entertaining yet informative
- Adapted to generational behavior patterns
Videos were published via the GSB Society’s TikTok channel to drive large-scale awareness.
3️⃣ Media and Measurement: Performance-Driven Influencer Marketing
To maximize effectiveness, the team implemented:
- TikTok Video Views optimization to increase reach and viewability
- Brand Lift Study (BLS) to measure brand awareness and communication impact
This allowed for continuous performance tracking and data-driven optimization throughout the campaign.
Measurable Results from the Influencer Campaign
Within six months, the campaign delivered clear and measurable outcomes:
- Ad Recall increased by 5.7%
- Brand Awareness increased by 3.7%
- Brand Association increased by 5.2%
- GSB’s TikTok followers grew by 100%
These results demonstrate that Influencer Marketing powered by strategy, data, AI, and media optimization can generate tangible business and communication impact.
Strategic Communication Backed by Technology
This TikTok campaign case study shows that digital success is not driven by virality alone. It requires strategic planning, data intelligence, advanced technology, and platform expertise.
As an official TikTok partner, EGG Digital delivers sustainable digital performance for brands through integrated influencer marketing strategies.
Data-Driven Influencer Marketing for Precise Influencer Selection
To further enhance influencer campaign performance, EGG Digital has developed Influmatch.AI , an AI-powered influencer discovery and analytics platform.
Influmatch.ai enables brands to:
- Identify the right influencers based on real audience data.
- Match brands with creators through AI-driven insights
- Optimize TikTok influencer campaigns.
- Control budgets efficiently
- Deliver measurable results
Data-driven influencer marketing makes influencer selection more precise, scalable, and performance-focused.
Contact EGG Digital
If you are looking for a partner in TikTok Marketing, Influencer Agency services, or MarTech solutions, contact us:
📩 eggmarketing@ascendcorp.com
📞 +66 2-020-2364
