campaign tracking & research report: campaign · pdf filecampaign tracking & research...

Campaign tracking & research report:

CAMPAIGN NAME

Measured & reported by: YouNet Media

Definition:

RESEARCH OBJECTIVE &

DELIVERABLES

The purposes of conducting post campaign review research:

1. Review the performance of the whole campaign in driving awareness and brand image and meeting its social

KPIs

2. Provide recommendation on what works and areas for improvement in terms of campaign tactics: effective

channels and content angles

3. Compare the Brands campaign against competitors in terms of effectiveness

Research Objectives

Periods of research:

For 1-month campaign:

o Pre & post campaign measurement is 1 month or 3-month period

For 3-month campaign:

o Pre & post campaign period is usually 3-month or 6-month brand performance audit

For 6-month or 1-year campaign:

o Pre & Post campaign period is usually 1-year brand performance audit.

1. Does the campaign meet its objectives in terms of driving awareness,

association/brand image and meeting its social media KPIs? Does the campaign create strong enough buzz on social?

Does the campaign create positive buzz about the key brand attribute?

Does the campaign meet key social KPIs: Buzz volume, SOV and Sentiment?

2. What works and what need to improve in terms of campaign tactics? What are the effective channels to place campaign content on?

What are the effective content angles that created the most interaction?

What tactics works and doesnt works?

3. How does the Campaign rank against competitors or similar campaigns? How does the Campaign rank against other campaign in terms of driving awareness, brand image?

Research Questions

1. Total Campaign Overviewi. Total campaign overlay with brand (all and within the campaign) buzz volume and Buzz trend over time (Pre,

During and Post-campaign)

ii. Positive buzz about key brand attributes created by the campaign as percentage of total brand buzz

iii. Compare total campaign Buzz volume, Brand SOV and Sentiments against KPIs or market norms

2. Campaign detailed analysis i. Total campaign buzz volume and Buzz trend over time (Pre, During and Post)

ii. Buzz trend of Brand v.s competitors over time (Pre, During and Post)

iii. SOV of Brand v.s competitors over 3 periods: Pre, During and Post

iv. Campaign Buzz volume and Sentiment Aggregates of Pre, During and Post

Research Deliverables

2. Campaign detailed analysis (continued)v. Campaign Topics of discussions and Sentiment of Pre, During and Post

vi. Paid and Earned Breakdown: buzz trend and SOV

vii. Campaign Marketing tactics breakdown: buzz trend and SOV

viii. Campaign Social media types (social media platform)

ix. Campaign Top Threads

x. Campaign Top Sources

xi. Campaign Top Authors

3. Comparison against other campaigns Campaign buzz volume and trend vs other campaigns in same chart

Campaign Sentiment Aggregates and Topics of discussion with Sentiment vs other campaigns

Research Deliverables (cont.)

Research Outcome Recommendation

1 Select Top 3 most significant findings from 3

research questions to present hereRecommend actions from these

findings in terms of future campaign

learning

Recommendations

1. Does the campaign meet its objectives in terms of driving awareness,

association/brand image and social KPIs?

Does the campaign create strong enough buzz on social?

Does the campaign create positive buzz about the key brand attribute?

Does the campaign meet key social KPIs: Buzz volume, SOV and Sentiment?

Campaign Overview1

Campaign & Brand Voice Volume by Stage

1

A fanpage post with a clippromoting i tic gia khngtrung and announce the way toparticipate - Link

2-3

4

A post from KOL VinhPhu Phamchecking in i tic gia khngtrung - Link

The posts introducing theinformation of i tic gia khngtrung on diadiemanuong.com -Link Foody.vn - Link

The fanpage posts reviewing themoments of i tic gia khngtrung party - Link, Link0

200

400

600

800

1000

1200

Brand A Campaign - i tic khng trung

PRE - CAMPAIGN POS - CAMPAIGNIN - CAMPAIGN

12

4

5

76

3

8

7-8A post attached a clip summarizingall the i tic gia khng trungparty on fanpage - Link

5-6

In the tracked period, the campaign i tic gia khng trung created 4,495 mentions and 2,410 Facebookshares. It dominated nearly 94% of total buzz of Brand A. Most discussions were mainly from the period of pre- &in-campaign. After the campaign finished, the buzz decreased significantly, in which most posts are about sharingthe pictures of party from audiences.

Campaign buzz6,905 mentions

Brand buzz7,302

mentions

3,045

https://www.facebook.com/1090029387697456/posts/1092824014084660?_rdr=phttps://www.facebook.com/532424243/posts/10153698913229244?_rdr=phttps://www.facebook.com/140144812679554/posts/1181557295204962?_rdr=phttps://www.facebook.com/210695369058001/posts/812618445532354?_rdr=phttps://www.facebook.com/1090029387697456/posts/1101043026596092?_rdr=phttps://www.facebook.com/1090029387697456/posts/1103253473041714?_rdr=phttps://www.facebook.com/1090029387697456/posts/1118267178207010?_rdr=p

Overall Campaign performance: Volume, Sentiment, Product

Engagement

Closer look to during Campaign period, the performance of KOLs well supported campaign buzz generation during 6 weeks. Their

performances were busy during first 2 weeks. In addition, during this campaign, people highly engaged with Nestl product range,

especially KOKO KRUNCH, MILO and NESVITA. On the other aspect, although audiences positively evaluated about interest of mini game,

but they also left the complaints about fan page system because they hardly to score FRESHNESS DEGREE ( TI)

1-Sep 8-Sep 15-Sep 22-Sep 29-Sep 6-Oct

Total Buzz By Paid Media

BUZZ TRENDLINE BUZZ VOLUME

3530 3210

2236 19561149

16881377778

17 4 1 48

1/9 - 6/9 7/9 -

13/9

14/9 -

20/9

21/9 -

27/9

28/9 -

4/10

5/10 -

11/10

Strongly expressed the interest of

campaign because people really liked the

value of gifts.

Great number of campaign shares were

from common users.

Natural Engagement Paid Media

SOCIAL PLATFORM

99.8 0.1

Facebook News

Blog Youtube

%

Base:

n=13,769

Note: Data is crawled from only Breakfast Campaign, excluding other Nestl mentions

NESTL PRODUCT ENGAGEMENT

34

633

129

427

418

317

39

3

KOKO KRUNCH

MILO

NESVITA

NESCAFE

MAGGI

HONEY STARS

NESCAFE VIET

CERELAC

Mention

CAMPAIGN SENTIMENT

87

2

11

Positve Negative Neutral

Base:

n=10,538

Users left their complaints about system

because they met difficutlties in uploading

their TI images

Few comments were about late sending

gifts to users.

PO

SIT

IVE

NEG

AT

IVE

Buzz

%

Volume of by communication channels

95%

3%2%0%

Facebook

News

Forum

YouTube

% tng

knh

Cc tho lun v chin dch hu ht l t facebook, c bit l t Profiles v Fanpages ca cc Influencers (Xun Bc, Chi Pu, Huyme, Ch Trung,)

v Zalo, VTVgo, Momo.

DIN N HNG UTRANG TIN & TMT HNG

U

TRANG FACEBOOK HNG U

2222222

88

4490

baohomnay.com

saigonnews.vn

nghean24h.vn

hanoimoi.com.vn

vietbao.vn

news.zing.vn

Ghi ch: thng k tng bi vit, comments, chia s trong gian on 10 ngy t 01-02-2016 n 10-02-2016

110111117121136152

207239

401402436440

618

MC Phan Anh

Trung Ch

Zing mp3

Zalo

HuyMeProductions

VTVGo

Nguyn Xun Bc

1

1

1

1

1

2

3

3

20

84

gocmobile.net

otofun.net

TinhTe

forum.thongay.vn

ddth.com

6,705

Your campaign generate more buzz than average in your Category but not better than Industry Top Performer. Your campaign meets

your KPI

Congratulation, your campaign sentiment score is in line with good practice, which is a ratio of 4 positive to 1 negative mention

0

10000

20000

30000

40000

50000

60000

Best Performer Category Average

BUZZ VOLUME PER MONTH OF HIGH PERFORMANCE CAMPAIGNS IN OTHER CATEGORIES YOUR CAMPAIGN SENTIMENT VS GOOD PRACTICE

Excluding Neutral

4

1

YOUR CAMPAIGN SENTIMENT SCORE

0.58

GOOD PRACTICE

0.6

PO

SITI

VE

NEG

ATI

VE

Comparison of campaign metrics vs. Market norm

Your campaign almost meets it objective in terms of Buzz Volume and SOV

Your campaign meets its KPI in terms of Sentiment

0

10000

20000

30000

40000

50000

60000

70000

CampaignBuzz

VolumeKPI

YourCampaign

BUZZ VOLUME KPI

60,000 mentions

SENTIMENT KPI

Pos 65% - Neg 15% - Neu

30%

SHARE OF VOICE KPI

45%

Excluding Neutral

YOUR CAMPAIGN

SENTIMENT SCORE

0.58

Comparison of campaign metrics vs. Kpi

1611

1488

903

215

145

PR Articles

Fanpage activities

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