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Page 1: Campaign tracking & research report: CAMPAIGN  · PDF fileCampaign tracking & research report: CAMPAIGN NAME ... Research Objectives Periods of research: ... MILO and NESVITA

Campaign tracking & research report:

CAMPAIGN NAME

Measured & reported by: YouNet Media

Page 2: Campaign tracking & research report: CAMPAIGN  · PDF fileCampaign tracking & research report: CAMPAIGN NAME ... Research Objectives Periods of research: ... MILO and NESVITA

Definition:

RESEARCH OBJECTIVE &

DELIVERABLES

Page 3: Campaign tracking & research report: CAMPAIGN  · PDF fileCampaign tracking & research report: CAMPAIGN NAME ... Research Objectives Periods of research: ... MILO and NESVITA

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 Brand’s 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.

Page 4: Campaign tracking & research report: CAMPAIGN  · PDF fileCampaign tracking & research report: CAMPAIGN NAME ... Research Objectives Periods of research: ... MILO and NESVITA

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 doesn’t 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

Page 5: Campaign tracking & research report: CAMPAIGN  · PDF fileCampaign tracking & research report: CAMPAIGN NAME ... Research Objectives Periods of research: ... MILO and NESVITA

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

Page 6: Campaign tracking & research report: CAMPAIGN  · PDF fileCampaign tracking & research report: CAMPAIGN NAME ... Research Objectives Periods of research: ... MILO and NESVITA

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.)

Page 7: Campaign tracking & research report: CAMPAIGN  · PDF fileCampaign tracking & research report: CAMPAIGN NAME ... Research Objectives Periods of research: ... MILO and NESVITA

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

Page 8: Campaign tracking & research report: CAMPAIGN  · PDF fileCampaign tracking & research report: CAMPAIGN NAME ... Research Objectives Periods of research: ... MILO and NESVITA

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

Page 9: Campaign tracking & research report: CAMPAIGN  · PDF fileCampaign tracking & research report: CAMPAIGN NAME ... Research Objectives Periods of research: ... MILO and NESVITA

Campaign & Brand Voice Volume by Stage

1

A fanpage post with a clippromoting “Đại tiệc giữa khôngtrung” and announce the way toparticipate - Link

2-3

4

A post from KOL “VinhPhu Pham”checking in “Đại tiệc giữa khôngtrung” - Link

The posts introducing theinformation of “Đại tiệc giữa khôngtrung” on diadiemanuong.com -Link Foody.vn - Link

The fanpage posts reviewing themoments of “Đại tiệc giữa khôngtrung” party - Link, Link0

200

400

600

800

1000

1200

Brand A Campaign - Đại tiệc không trung

PRE - CAMPAIGN POS - CAMPAIGNIN - CAMPAIGN

12

4

5

76

3

8

7-8A post attached a clip summarizingall the “Đại tiệc giữa không trung”party on fanpage - Link

5-6

In the tracked period, the campaign “Đại tiệc giữa không 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

Page 10: Campaign tracking & research report: CAMPAIGN  · PDF fileCampaign tracking & research report: CAMPAIGN NAME ... Research Objectives Periods of research: ... MILO and NESVITA

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 Nestlé 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 (ĐỘ TƯƠI)

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 Nestlé mentions

NESTLÉ 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 TƯƠI images

Few comments were about late sending

gifts to users.

PO

SIT

IVE

NEG

AT

IVE

Buzz

%

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Volume of by communication channels

95%

3%2%0%

Facebook

News

Forum

YouTube

% từng

kênh

Các thảo luận về chiến dịch hầu hết là từ facebook, đặc biệt là từ Profiles và Fanpages của các Influencers (Xuân Bắc, Chi Pu, Huyme, Chí Trung,…)

và Zalo, VTVgo, Momo.

DIỄN ĐÀN HÀNG ĐẦUTRANG TIN & TMĐT HÀNG

ĐẦU

TRANG FACEBOOK HÀNG ĐẦU

2222222

88

4490

baohomnay.com

saigonnews.vn

nghean24h.vn

hanoimoi.com.vn

vietbao.vn

news.zing.vn

Ghi chú: thống kê tổng bài viết, comments, chia sẻ trong gian đoạn 10 ngày từ 01-02-2016 đến 10-02-2016

110111117121136152

207239

401402436440

618

MC Phan Anh

Trung Chí

Zing mp3

Zalo

HuyMeProductions

VTVGo

Nguyễn Xuân Bắc

1

1

1

1

1

2

3

3

20

84

gocmobile.net

otofun.net

TinhTe

forum.thongay.vn

ddth.com

6,705

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• 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

Page 13: Campaign tracking & research report: CAMPAIGN  · PDF fileCampaign tracking & research report: CAMPAIGN NAME ... Research Objectives Periods of research: ... MILO and NESVITA

• 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

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1611

1488

903

215

145

PR Articles

Fanpage activities

Shares (fanpage posts & PRarticles)

KOL posts

Minigame of getting ticketsto join the party

Buzz volume of each Marketing tactics

0

200

400

600

800

1000

15-Oct 25-Oct 4-Nov 14-Nov 24-Nov 4-Dec 14-Dec 24-Dec

Buzz trend of Marketing tactics in the tracked period

PR Articles Fanpage Activities #hashtag & Shares

• PR articles took the leading position in buzz of the campaign thanks to an article introducing the information related to “Đại tiệc giữakhông trung” on Foody.vn (link), followed by Fanpage activities and #hashtag & Shares.

• Most marketing tactics received quite a lot of interactions before the campaign started, especially PR articles which promoted thecampaign. During this campaign, there were many discussions from Fanpage activities, KOL posts, and Shares.

• In the period of post campaign, the marketing tactics didn’t generate much discussion.

PRE -CAMPAIGN

IN -CAMPAIGN

POS -CAMPAIGN

Which Tactics & Topics perform the best?

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37.9%

54.4%

7.7%

Positive Neutral

Campaign Sentiment Breakdown of Campaign Tactics and Sentiment

N = 4498

93

54

511

381

631

14

3

9

166

139

38

153

243

934

841

0 500 1000 1500

Game

KOL posts

Shares (fanpage posts & PR…

Fanpage activities

PR Articles

• Through the marketing tactics, the campaign got a higher ratio of positive discussions (37.9% of total buzz). While the positive ratio of Shares, KOL posts, and Minigame were mainly from the posts promoting the campaign , that of

PR articles and Fanpage activities were from the feedbacks about the campaign and the product. In details, negative comments were mostly about the safety & convenience of the program in the posts of Fanpage

activities (most in the summary post for the party - link) and PR articles (in the introducing posts in Foody.vn - link anddiadiemanuong.com - link).

Which tactics & topics get better customer feedbacks?

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Sentiment by each stage of the campaign

N=3229 N= 776

5…

29%

2…

N= 493

PR Articles

Fanpage activities

Shares

KOL posts

Mini game

PRE - CAMPAIGN IN - CAMPAIGN POS - CAMPAIGN

86

421

214

537

13

1

7

28

136

35

9

178

551

825

0 500 1000 15002

33

64

82

69

1

2

2

39

1

57

64

147

15

0 100 200 300

1

3

26

85

25

99

8

2

1

236

0 200 400 600

4…

53%

7%3…

55%

6%

• Before the campaign started, most discussion were from PR Articles, Fanpage activities, and Share thanks to the promotion actitivities of the brandfor campaign. However, the campaign just focused on the Fanpage activities for the next stages.

• The neutral ratio of PR Articles in pre-campaign and that of Fanpage activities were very high due to some questions related to the party such as howto participate in the party, personal hygiene & the implementation of the party.

• In pre-campaign, there were a lot of positive discussions for the campaign in all marketing tactics, but the campaign still met many concerns about thesafety and convenience of program in PR Articles. Those negative mentions continuously appeared in the Fanpage activities, and increased acrossstages.

PRE - CAMPAIGN IN - CAMPAIGN POS - CAMPAIGN

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Breakdown of feedbacks by: campaign & product

Breakdown of Feedbacks

89

291

9

2923

131

0 100 200 300 400 500 600 700

Product feedbacks

Campaign feedbacks

• The negative comments are about the safety and convenience of program.• Beside that, the brand just gained a few evaluation (about 2% in total buzz) for the product through the campaign.• In addition, people took more compliments than complaints, especially about the smell of Brand A

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Product Feedbacks

• The product Brand A met more compliments than bad feedbacks.• Price was the most discussed topic as audiences just show their interest to the product by asking its price, while the fragrance

became the main source of positive (manly , luxurious ) and negative mentions .

1

11

6

24

2

2

1

6

3

1

59

0 10 20 30 40 50 60 70

Design of product

Ingredient of product

Hair diseases

Quality product

Fragance

Price of product

Breakdown of Product feedbacks

N = 101

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Campaign feedbacks

• The good feedbacks of the campaign were most the overall evaluations for the party. In the opposite, Safety and convenience ofprogram met most complaints from the customers, while a lot of audiences also show a bad perception on the participant of theparty

Breakdown of Campaign feedbacks

10

24

40

2

170

4

11

27

58

13

159

45

1

4

41

38

90

1

12

0 50 100 150 200 250

Brand image

Guess

Participant perception

Convenience of program

Game

Safety of program

General review

N = 721

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Campaign & product feedbacks by stages

• The feedbacks of campaign were highest in pre-campaign because of the high level of interest from social audience expressing theirimpression or opinion about it. Their concern level was also high due to different reviews and feedback after the campaign finished.

• In terms of product feedbacks, most related mentions are in the pre-campaign period, however, after that, there are very fewdiscussions about that.

PRE - CAMPAIGN IN - CAMPAIGN POS - CAMPAIGN

392

86

253

81

11 9

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Zoom-in Analysis:

Product Engagement / Message / Positioning

2

Page 22: Campaign tracking & research report: CAMPAIGN  · PDF fileCampaign tracking & research report: CAMPAIGN NAME ... Research Objectives Periods of research: ... MILO and NESVITA

NORTH AREAS45% of total audiences

SOUTH AREAS45% of total audiences

CENTRAL AREAS8% of total audiences

HIGHLAND AREAS2% of total audiences

Social Engagement Behaviour of Breakfast campaign

Female was dominantly as the most popular audiences during Campaign Period. In addition, most of them had profiles from North and

South areas, and almost lived in Ho Chi Minh and Hanoi. On the other hand, Sunday was the most busy day that fan page received

audiences engagement although overally, fan page acquired the highest campaign engagement in weekday. In usual, audiences spent

their time to engage with Campaign activities in Afternoon and Evening.

WHO ARE THEY? WHERE ARE THEY WHEN DID THEY ENGAGE?

68

32

Base:

n=13,285

Weekday

Weekend

%

WEEK TIME

21

3118

2716

5116

7617

59

16

3226

09

Mon

Tue

Wed

Thu

Fri

Sat

Sun

Mention

DAY TIME

33

26

39

2Base:

n=13,285

% Morning

From 5:00 to 12:00

Afternoon

From 12:01 to 18:00

Evening

From 18:01 to 00:00

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Products Engagement

Although audiences highly engaged with different products during campaign, but after that they did not mentioned the

products.

496

43

21

45

87

16

KOKO KRUNCH

MILO

NESVITA

NESCAFE

MAGGI

HONEY STARS

NESCAFE VIET

CERELAC

346

331

294

274

183

173

9

3

11

29

11

4

30

70

BEFORE CAMPAIGN DURING CAMPAIGNAFTER

CAMPAIGN

Mention

From .. to From … to From … to

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Campaign Message Engagement – During Campaign

Fresh Breakfast Campaign efficiently delivered the Nestlé message across all areas. Behind those key message, the Healthy

Benefit, product for New Day Start also gained high mentions during this time.

650

442

351

219

146

126

109

40

31

24

11

3

3

Freshness

Breakfast

Deliciousness

Be Healthy

Energy Benefit

New Day Start

Morning

Nutrition Supply

Convenience

Happiness

Fitness

Beauty

Height Benefit

127

80

61

44

40

35

31

7

4

3

1

477

313

306

181

106

110

80

26

21

20

14

7

TOTAL

Mention

NORTHCENTRAL &

HIGHLANDSOUTH

143

4935

823

491

319

301

258

92

66

58

28

11

4

Page 25: Campaign tracking & research report: CAMPAIGN  · PDF fileCampaign tracking & research report: CAMPAIGN NAME ... Research Objectives Periods of research: ... MILO and NESVITA

Zoom-in Analysis:

Feedbacks about the campaign

3

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Sentiment of CAMPAIGN feedbacks across stages

Game

General review

Safety of program

Participant Perception

Convenience of program

Guess

Brand image

PRE - CAMPAIGN

1

8

107

39

3

26

19

113

18

12

2

13

37

1

5

83

0 50 100 150

IN - CAMPAIGN POS - CAMPAIGN

3

12

36

1

9

11

1

13

5

1

6

3

3

3

0 20 40 60

7

4

2

28

1

2

21

7

38

21

2

19

2

4

6

0 50 100

• In pre-campaign stage, most positive mentions were about the compliments for the unique and luxurious format of party. However,the audiences also expressed their negative opinions about the safety of the program which was launched in Vietnam.

• When the campaign started, beside the good feedbacks of party organization, there were some evaluations about the elegant styleof the guests, which created the luxurious brand image for Brand A.

• After the campaign finished, the negative mentions has increased because of the evaluations about the party, which didn’t bring thecomfortable experience for eating and personal hygiene to the participants. In addition, there are some feedbacks about wastingtime and money for the party. These evaluations mostly came from viewers.

3…

5…

6% 2…

8…

6…

N = 597

2…

23%

5…

N = 455N = 2906

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CAMPAIGN OWNED - PAID - EARNED OVERVIEW

Owned – Paid - Earned breakdown of campaign discussion

• The engagement on earned - paid media dominated in the buzz of campaign, the discussion was generated mainly from the PRarticles, and there were many shares from fanpage and Foody PR post to promoting for the campaign, all f them were on preand in-campaign. On the other hand, the mentions on the owned media were mainly the feedbacks for the campaign.

1

The post introducing the information of “Đại tiệc giữa không trung” party

on Foody.vn fanpage - Link• Comment: 1341• Shares: 865

Page 28: Campaign tracking & research report: CAMPAIGN  · PDF fileCampaign tracking & research report: CAMPAIGN NAME ... Research Objectives Periods of research: ... MILO and NESVITA

OWNED MEDIA ANALYSIS

28.5%

61.3%

12%

Positive Neutral

N=1707

The post with a clip summarizing overall party “Đại

tiệc giữa không trung” - Link• Comments: 346• Shares: 798

The posts with high enagement

The promotion post for the party “Đại tiệc giữa không

trung” - Link• Comments: 243• Shares: 798

The post with a photo album reviewing overall party “Đại tiệc giữa không trung” - Link• Comments: 191• Shares: 64

• Through the fanpage activities, the campaign was given the high interests from the audiences who introduced the party to theirfriends. In addition, positive figure also came from the general compliments for the party. However, the campaign receives a lot ofcomplaints for the safety and convenience.

Campaign owned media Sentiment

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POSITIVE BUZZ ON OWNED MEDIA

1%

2%

6%

13%

51%

1%

1%

1%

1%

4%

19%

Safety of…

Game

Brand image

Guess

General…

Design of…

Ingredient of…

Hair diseases

Price of…

Quality of…

Fragance

Po

siti

ve

tow

ard

pro

du

ct

Po

siti

ve

tow

ard

cam

paig

n

Produ

ct

26%

Camp…

N = 139

• The smell of Brand Aappreciated to be veryfragrant, manly andcomfortable

• People took the generalcompliments for the qualityafter experiencing Brand A

• “Đại tiệc giữa không trung”was evaluated to be a great,funny, unique program

• The audiences considered that thestyle of guesses of the party (especiallyKim Lý & Mai Phương Thúy) wassuitable with the brand image

• The brand image of Romano met manycompliments related to be veryluxurious and have a good qualityproduct

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1%

6%

8%

8%

18%

20%

36%

1%

1%

2%

Brand image

Guess

Participant…

Game

General review

Convenience…

Safety of…

Quality of…

Hair diseases

Fragance

• There were some complaints about limitedparticipants and the party was just for thecelebrities.

NEGATIVE BUZZ ON OWNED MEDIA

Neg

ati

ve

tow

ard

pro

du

ct

Neg

ati

ve

tow

ard

cam

paig

n

Produ

ct

5%

Camp…

N = 154

• The users mentioned that thesmell of Brand A was worsethan that of Boss & Xmen

• The audiences afraid that eating atthe height is very dangerous.

• People didn’t believe in theconstruction quality of program inVietnam

• Safety equipment when eating at theheight made participants not comfortable

• The audiences afraid of private sanitaryproblem (restroom)

• The party was mentioned to benot unrealistic and just copythe format of foreign

• Game which the audience mustparticipate to join the party metmany complaints related tocomplicated regulations

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EARNED MEDIA ANALYSIS

45.4%

48.1%

6.5%

Positive Neutral

• Under the introducing post on Foody.vn, the campaign was received many discussion from the audiences, most of people also arevery excited about the party. Beside that, there were a lot of people who shares the promotion post for the campaign. The earnedmedia gained less feedbacks for product (only positive mentions) than owned media, that of campaign was more. Moreover, thecontent of feedbacks were similar to that of owned media

Campaign on earned media Sentiment

1

1

A post about the participating the minigame

to get a ticket for the party -Link

N= 2984

The post introducing the information of “Đại tiệc giữa không trung” party

on Foody.vn fanpage - Link• Comment: 1341• Shares: 865

Mini game Participant

A post checking in a party - Link

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TOP SOURCES ON EARNED MEDIA

Generated from the complaints whichwere mainly about the safety of program

The posts of theparticipants for the Gameto get a ticket of party

The postschecking inthe party

• Almost buzz of out of owned media came from the PR articles (2 posts in Foody.vn and diadiemanuong.com), the posts by theaudiences for participating the game and checking in the party, and the shares about the promotion posts for campaign from theaudiences

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POSITIVE BUZZ ON EARNED MEDIA

1%

4%

26%

68%

1%

1%

Brand image

Guess

Game

General review

Quality

product

Fragance

Po

siti

ve

tow

ard

pro

du

ct

Po

siti

ve

tow

ard

cam

paig

n

Produ

ct

1%

Camp…

N = 144

• “Đại tiệc giữa không trung”was evaluated to be a great,funny, unique program

• The audiences were interested injoining the game to get the ticket forthe party

• The smell of Brand Aappreciated to be veryfragrant, manly andcomfortable

• People took the generalcompliments for the qualityafter experiencing Brand A

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1%

1%

2%

9%

10%

16%

62%

Game

Guess

Brand image

Participant

perception

General review

Convenience of

program

Safety of

program

• There were some complaints aboutlimited participants and the partywas just for the celebrities.

NEGATIVE BUZZ ON EARNED MEDIA

Neg

ati

ve

tow

ard

cam

paig

n

Camp…

N = 170

• The audiences feel annoyedbecause the brand had manyadvertisements

• The audiences afraid that eating atthe height is very dangerous.

• People didn’t believe in theconstruction quality of program inVietnam

• Safety equipment when eating at theheight made participants not comfortable

• The audiences afraid of private sanitaryproblem (restroom)

• The party was mentioned to benot unrealistic and just copythe format of foreign

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TOP THREADS ON EARNED MEDIA

Rank Title Shares CommentsPeriod

CommentsRelevant

CommentsNegative

CommentsPositive

Comments

1 ["ĐẠI TIỆC GIỮA KHÔNG TRUNG" lần ... 865 1341 1325 1325 150 481

2 Bữa đọc tin này bên Bỉ, giờ có ... 79 119 112 112 8 25

3 Mai Phương Thúy: Khách mời đặc ... 133 0 0 0 0 0

4 Mọi người like giúp minh để minh có ... 52 58 30 30 0 0

5 Các tín đồ của thương hiệu Romano ... 0 39 39 39 0 0

6 Nếu bạn là người không ngại thách ... 13 12 12 12 0 3

7 #RomanoVIP ... 7 10 0 0 0 0

8 Lần đầu tiên ở VN: Tiệc giữa ... 17 0 0 0 0 0

9 Cơ hội thưởng thức đại tiệc ... 9 5 5 5 3 1

10 Mua Brand A nhận vé xem phim CGV và ... 1 11 11 11 0 0

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KOL EVALUATION :

Xuan Bac’s post has the most relevance fans interactions

38

37.1%

62.9%

Revelency Rate

Users có thamgiaComments khác

Total Comments : 499

Có 37% người dùng đã có comment xác nhận tham gia

campaign theo post kêu gọi của Xuân Bắc. Tỉ lệ này là rất cao

trong chuẩn mực KOLs hiện nay (~ 10%).

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WHAT WORKS WHAT DIDN’T WORKS

CONCLUSION

Through the PR articles and Fan page activities,the campaign and the brand Brand A also gainedthe high interaction from the audiences with a lotof campaign feedbacks. By the campaign, thebrand image of Brand A is likely to be spreadwidely to social audiences

The success of campaign is also thanks to guestselection for the party. Most of them wereevaluated to be very luxurious and elegant andsuitable with the brand image of Brand A. Themale customers mentioned that they feel moremanly and premium after using the product.

The campaign receives many compliments forthe product Brand A in terms of the quality andthe fragrance from the customers

In spite of high awareness from the audiences,the campaign also receives a lot of bad feedbacksabout the safety, convenience, and brandperception. The brands might not have thepromotion posts with the clear information aboutthe organization of the campaign (the guarantee,the service, and the way to particiapte of theparty). This made the netizens giving badfeedbacks in the pre-campaign. However, themarketing activities in during and pos - campaigndid not show any effort to deal with the problem.

Moreover, the campaign is used for promotingthe product “Brand A”, nevertheless they seemnot to focus on introducing about the productline (in terms of function, fragrance, ......), exceptconcentrating on the party.

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CONCLUSION

• In the tracked period, the campaign gained 4,495 mentions and 2,410 Facebook shares. Most discussion were most on Facebook,

folollowing by News. Beside that, the campaign met more positive mentions than negative mentions.

• PR articles took the leading position in buzz of the campaign thanks to an articles introducing the information related to “Đại tiệc

giữa không trung” on Foody.vn ,following by Fanpage activities and #hashtag & Shares. KOL posts & Game didn’t got the much

engagement, but the style of KOL created the luxurious and elegant for the brand. The marketing tactics got the high interaction in

the pre&during-campaign.

• The feedbacks of campaign dominated 14% total buzz, that of the product was about 2%. In the details, the party was given most

general compliments, but the safety and the convenience of program became the main source of complaints. On the other hand,

there were many interests for the product Brand A, and it was appreciated for the Fragrance.

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