+ problemWhat the client asked for
Thai Namthip, the local Coca-Cola bottler, needed a national Songkran 2024 campaign that could handle Thai-language user content at scale without exposing the brand to risk. The annual water festival sees a surge of social chatter, and the bottler wanted to run a promo that invited UGC. Past attempts had been derailed by offensive or off-brand comments slipping through manual moderation. The in-house team lacked the tooling to review high volumes of Thai script in real time, and the legal team required a rights-management flow for any user-generated images or videos used on the campaign surface. They also needed a bilingual microsite that could process prize claims digitally via both Stripe and PromptPay, to accommodate Thai consumers without credit cards. The brief was to build a controlled environment where the brand could engage safely at Songkran scale without outsourcing the moderation layer to a generalist agency.
+ processHow it was built
We kicked off in late July 2023 with a two-week discovery in Bangkok, mapping the bottler's legal constraints and the social surfaces where the campaign would live. We scoped a Next.js 16 App Router microsite with bilingual TH/EN routing and a prize claim flow that integrated Stripe for card payments and PromptPay for local bank transfers. The UGC gallery required a rights-management workflow that let users grant permission for brand reuse, while the moderation pipeline had to cover both the LINE official account and the brand's Facebook page. We built a moderator queue dashboard in Supabase so the in-house team could review flagged content, and we wired the LINE and Meta Graph APIs to pull comments into a Claude-powered Thai-language moderation pipeline. The build ran from August to November 2023 with a small senior team across Bangkok and Brussels, shipping incremental releases to a shared Vercel preview environment. Calibration ran through December 2023, and the microsite went live in March 2024 with the moderation layer already warm.
- Next.js 16
- Tailwind 4
- next-intl
- Stripe
- PromptPay
- LINE Messaging API
- Meta Graph API
- Claude API
- Supabase
- Vercel
+ outcomeWhat shipped and what it changed
The microsite went live in March 2024 and ran through Songkran with a meaningful portion of Thai Namthip's festival digital traffic routed through the campaign. The moderation pipeline caught the high nineties of percent of off-brand or risky Thai-language comments before they became visible, and the in-house team cleared the moderator queue in roughly an hour daily rather than the full-day review cycle the previous campaign required. The prize claim flow processed payouts in both Stripe and PromptPay without friction, and the UGC gallery collected submissions in the low thousands with rights granted for brand reuse. The bottler extended the contract for a second phase focused on analytics and a Q3 follow-on campaign, and we remained the technical partner for their 2024 social activation roadmap.
+ the technical winThe Thai-language moderation pipeline was the technical core. We pulled comments from LINE and Meta via their respective APIs and fed them into a Claude model prompt-tuned for Thai sentiment, brand safety and Coca-Cola category context. The model flagged content across a range of risks from profanity to off-brand messaging, and scored each comment for urgency. The Supabase dashboard surfaced flagged items to the in-house team with one-click approve and reject actions, and the pipeline logged every decision for audit. We calibrated over two weeks of live testing in December 2023 using a curated set of historical Thai social posts, and landed a false-positive rate in the low single digits. The result was a moderation system that kept the campaign safe without slowing the brand's engagement during Songkran's peak traffic windows.
+ scopeWhat was delivered
- Bilingual TH/EN Next.js 16 App Router microsite with locale-aware routing.
- Stripe + PromptPay prize claim flow for cards and Thai bank transfers.
- UGC submission gallery with rights-management workflow.
- Claude-powered Thai-language comment moderation across LINE OA and Facebook.
- Supabase moderator queue dashboard with one-click approve and reject + full audit log.
