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  • 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

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