Kamonnit Sawatpanich, Director of Strategy and Risk Management at GDH 559 Co., Ltd. (GDH), revealed: “Experience gives us an intuitive understanding of our audience, while data clarifies and deepens that understanding across multiple dimensions, making it actionable. GDH CIRCLES marks a significant step in gaining deeper insight into Thai movie lovers; it goes beyond simply knowing who follows us to understanding their film preferences and the types of experiences they anticipate. Our collaboration with BUZZEBEES has been defined by speed, a clear understanding of our objectives, and practical, experience-based advice, enabling GDH CIRCLES to seamlessly manage a vast community of film fans.”

Nattida Sanguansin, Co-Founder & Managing Director of BUZZEBEES Co., Ltd., stated: “The global media and entertainment industry is shifting from a focus solely on new content launches toward building sustainable, ‘always-on’ relationships with audiences. This partnership with GDH represents a major milestone for BUZZEBEES in elevating the Thai film industry. We have combined our CRM expertise—capable of handling nationwide user scales—with a flexible ecosystem to transform audience preferences into meaningful, data-driven marketing insights. This empowers GDH to drive a full-funnel business strategy, deliver personalized experiences, and truly convert privileges into long-term loyalty.”

The next phase for GDH CIRCLES focuses on delivering exclusive experiences unavailable elsewhere, including meet-and-greet events with actors, special collectibles, and monthly missions. This collaboration aims to cultivate a robust community of Thai cinema enthusiasts and leverage data analytics to predict content trends. It underscores BUZZEBEES' role not merely as a system developer, but as a strategic partner ready to deploy innovation that seamlessly transforms the entertainment business for the data-driven economy. GDH 559 Co., Ltd. (GDH), a leading Thai film studio, is advancing its transformation into a fully-fledged data-driven studio. The company has partnered with BUZZEBEES—the region's number one CRM & loyalty platform and a full-funnel MarTech provider—to launch the "GDH CIRCLES" membership platform. This initiative aims to build a data-driven marketing foundation to gain deep insights into Thai audience behavior and elevate fan relationships into an "Always-on Fan Community."

Decoding global trends: "Fan Engagement" has emerged as the entertainment industry's new goldmine. In an era where audience behavior is increasingly complex and unpredictable, the global media and entertainment industry is undergoing a major transformation. The "Digital Media Trends 2026"(1) report by Deloitte reveals that over 80% of consumers identify themselves as "fans" of entertainment content. This fan segment spends 51 minutes more per day consuming media than the average viewer and is willing to spend 27% more on entertainment than non-fans. Furthermore, over 70% of Gen Z and Millennial fans engage with content across multiple platforms in a multidimensional way. This aligns with data from Google and BCG(2), which indicates that organizations utilizing data-driven marketing can achieve revenue growth 2.9 times higher than typical organizations. Such global data suggests that short-term marketing campaigns tied solely to a film's release window are no longer sufficient; building long-term relationships and understanding audiences through direct consumer data—data-driven marketing—is the key to sustainable success.

Moving beyond "gut feeling" to become a data-driven studio with GDH CIRCLES: In response to these trends, GDH partnered with BUZZEBEES to develop a CRM system named "GDH CIRCLES." This initiative marks a shift away from relying on intuition and social media trends toward the systematic collection of data across every touchpoint—ranging from membership sign-ups, mission participation, and point accumulation to movie ticket uploads. This system enables the studio to clearly identify the core audience for Thai cinema and understand the experiences they seek. This comprehensive ecosystem helps mitigate investment risks and enhances the precision of content production to better meet market demands. GDH piloted this model with the film *Gohan... Hua Jai ??Go Home* (Gohan... Heart Going Home), utilizing activities such as daily check-ins and pet story sharing, and found that audiences were motivated by more than just the prospect of rewards. They engaged due to a sense of connection and emotional resonance with the film—a testament to the success of transforming mere "interest" into strong, measurable "engagement." Business organizations looking to transform their operations, overcome data limitations, and elevate their loyalty and engagement platforms for sustainable growth can learn more about this success story and explore partnership opportunities with BUZZEBEES at: https://crm.buzzebees.com/

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