How to Effectively Market Influencers ‘Collective’: An Innovation Responding to Business Needs of Chula’s Startup – Newswise – Bendi Service

Chula’s alumni team, in collaboration with the CU Innovation Hub, came up with the idea of ​​Kollective, a new start-up that provides the tools and services for influencer marketing at scale. Big data analysis selects the best influencers to increase sales in your business.

At a time when everyone is searching the internet for the information they need, the data of a product or service created by their brand may not fully appeal to the consumer who nowadays tends to look for reviews of actual ones users to read. Therefore the influencer or opinion leader (COL) has emerged as a key factor that makes it easier for customers to make purchasing decisions about certain products or services.

Because of this, many product brands have turned to influencer marketing, causing a stir “Jay” Warapol Lowattanamart from the Faculty of Engineering and his team have recognized the opportunities of this trend. With the support of the CU Innovation Hub, together with the strengths and technological know-how of the team, “Collective”, a start-up worth 100 million baht has emerged.

Collective manager
Jay Warapol Lowattanamart from the Faculty of Engineering

“With all brands eagerly turning to influencer marketing, the question is whether or not this type of marketing is still effective. Many brands have used influencers only to find it isn’t working and don’t know what to do next. Many are unable to track the results generated by each influencer and cannot see if they have stimulated sales volume,” said “Jay” Warapol, which led to the idea of ​​Kollective – an influencer marketing optimizer or one Assistant that can help in targeted marketing to target groups through the use of this technology and big data, as well as the possibility of systematically following up the results.

What is influencer marketing?

Previously, most marketers used offline marketing communications such as TV commercials, billboards, or point-of-sale marketing. This changed as people switched to online media and especially during the COVID-19 pandemic. For example, the types of marketing that we now see online can be found on social media platforms or through the use of SEO (Search Engine Optimization), which makes it easier to find results and also allows you to select targeted ads for each group of consumers. Whether offline or online, they all deal with the way a brand communicates directly.

“Seeing a frequently promoted brand can make people bored. They also tend not to believe in the message conveyed as it appears to be more of a one-way communication that lacks engagement, as is the case in online advertising. That’s how influencer marketing came about.”

Use of influencers to rate products
Use of influencers to rate products

According to Warapol, influencer marketing is a form of indirect communication in which a brand aims to have consumers communicate with each other about the products and services they have tried in order to increase participation through word of mouth. This can successfully increase the presence of the brand in social media.

Why do brands use “influencers”?

Warapol outlined the strengths of influencer marketing as follows:

1. Customers become more attuned to listening to the brand

One-way communication through the brand is often less effective. When a brand influencer conveys the message, it’s as if consumers are sharing their satisfaction with the product, creating a word-of-mouth effect that seems more honest and intimate. When the influencer is trusted, customers tend to be more receptive to the message.

2. Strengthening of the brand image

In addition to evaluating the product, influencers are also seen as representatives of a brand. The choice of influencer must therefore reflect how the brand wants its customers to be seen.

3. Creating an online presence for the brand

Nowadays, customers search for product reviews on Google, YouTube or Pantip. If they don’t find the brand there, then it seems to be lacking in presence.

“At a time when there are so many choices available to consumers, an invisible brand makes practically “not even a choice,” Warapol reiterated.

“Collective” and 3 great services!

However, influencer marketing isn’t just about hiring someone to review your products and services. To use your influencers efficiently, proper strategies must be in place to keep track of the results.

“This is our goal by presenting Kollective as an influencer marketing optimizer or assistant marketing technology via an influencer that uses big data to ensure brands can close the sales at the highest rate.” Warapol also revealed, what he sees as Kollective’s strengths:

  • A team of influencer marketing experts with experience working on influencer campaigns nationally.
  • Technology to select the right influencer and systematically track the results.
  • A network of 30,000+ influencers across Thailand.

Kollective’s services come in 3 types, depending on the specific needs of each brand.

  1. colour is a service that aims to make a brand more colorful through attractive content and communications that effectively address each audience, from market research to targeted insights that help identify the needs of each of these groups.

Collective service Kolor

  1. Kolify is a platform service that enables brands to find the right influencers who achieve the best results with detailed information, advanced ratings and individual follow-ups. It also helps to facilitate the organization of campaigns through the platform.

Collective service Kolify

  1. commercial is a service that helps in finding influencers for top-selling products. Commerce can provide another avenue for sales and increase sales volume through its network of influencers across the country.

Collective service trade

“We are on the way to revolutionizing marketing tactics by introducing the use of influencers, which emphasize increased sales volume and communication targeted to our audiences,” concluded Warapol.

How the CU Innovation Hub can help start-ups

Kollective’s rapid growth has been supported by Chulalongkorn University’s CU Innovation Hub.

“We have been part of the CU Innovation Hub from the very beginning. They gave us the ideas and advice we needed, as well as office space that allowed us to test the market in a very short time.”

There’s no denying that connections are key when it comes to doing business. This is especially the case with startups that need those willing to invest in the company. The CU Innovation Hub brings together all the connections we need, whether it’s individuals with a wealth of startup expertise or sources of investment funding from both the government and private sectors.

In conclusion, Warapol informed us that “with the necessary connections and funding, our company was able to grow the business in a very short period of time.”

For those interested in communicating and branding with Kollective, see for details.

Leave a Comment