Campaign tracking & research report: CAMPAIGN NAME. Measured & reported by: YouNet Media

Transcription

1 Campaign tracking & research report: CAMPAIGN NAME Measured & reported by: YouNet Media

2 Definition: RESEARCH OBJECTIVE & DELIVERABLES

3 Research Objectives 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 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.

4 Research Questions 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?

5 Research Deliverables 1. Total Campaign Overview i. Total campaign overlay with brand (all and within the campaign) buzz volume and Buzz trend over time (Pre, ii. iii. During and Post-campaign) Positive buzz about key brand attributes created by the campaign as percentage of total brand buzz 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

6 Research Deliverables (cont.) 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

7 Recommendations Research Outcome 1 Select Top 3 most significant findings from 3 research questions to present here Recommendation Recommend actions from these findings in terms of future campaign learning

8 1 Campaign Overview 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?

9 Campaign & Brand Voice Volume by Stage In the tracked period, the campaign Đại tiệc giữa không trung created 4,495 mentions and 2,410 Facebook shares. 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 sharing the pictures of party from audiences. PRE - CAMPAIGN Brand A IN - CAMPAIGN 5 6 Campaign - Đại tiệc không trung POS - CAMPAIGN Campaign buzz 6,905 mentions 3,045 Brand buzz 7,302 mentions A fanpage post with a clip promoting Đại tiệc giữa không trung and announce the way to participate - Link The posts introducing the information of Đại tiệc giữa không trung on diadiemanuong.com - Link Foody.vn - Link A post from KOL VinhPhu Pham checking in Đại tiệc giữa không trung - Link The fanpage posts reviewing the moments of Đại tiệc giữa không trung party - Link, Link A post attached a clip summarizing all the Đại tiệc giữa không trung party on fanpage - Link

10 Overall Campaign performance: Volume, Sentiment, Product Engagement POSITIVE NEGATIVE 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) BUZZ TRENDLINE Total Buzz By Paid Media BUZZ VOLUME Natural Engagement Paid Media Buzz Sep 8-Sep 15-Sep 22-Sep 29-Sep 6-Oct Note: Data is crawled from only Breakfast Campaign, excluding other Nestlé mentions 1/9-6/9 7/9-13/9 14/9-20/9 21/9-27/9 28/9-4/10 5/10-11/10 SOCIAL PLATFORM % Base: n=13, Facebook News Blog Youtube NESTLÉ PRODUCT ENGAGEMENT KOKO KRUNCH MILO NESVITA NESCAFE MAGGI HONEY STARS NESCAFE VIET CERELAC Mention CAMPAIGN SENTIMENT 87 Base: n=10,538 % 2 11 Positve Negative Neutral Strongly expressed the interest of campaign because people really liked the value of gifts. Great number of campaign shares were from common users. Users left their complaints about system because they met difficutlties in uploading their TƯƠI images Few comments were about late sending gifts to users.

11 Volume of by communication channels 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. 6,705 3%2% 0% % từng kênh 95% Facebook News Forum YouTube news.zing.vn vietbao.vn anoimoi.com.vn nghean24h.vn saigonnews.vn aohomnay.com TRANG TIN & TMĐT HÀNG ĐẦU ddth.com forum.thongay.vn TinhTe otofun.net gocmobile.net DIỄN ĐÀN HÀNG ĐẦU Nguyễn 84 Xuân Bắc HuyMeProductions Zing mp3 Trung Chí MC Phan Anh TRANG FACEBOOK HÀNG ĐẦU VTVGo Zalo Ghi chú: thống kê tổng bài viết, comments, chia sẻ trong gian đoạn 10 ngày từ đến

12 Comparison of campaign metrics vs. Market norm POSITIVE NEGATIVE 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 BUZZ VOLUME PER MONTH OF HIGH PERFORMANCE CAMPAIGNS IN OTHER CATEGORIES YOUR CAMPAIGN SENTIMENT VS GOOD PRACTICE YOUR CAMPAIGN SENTIMENT SCORE 0.58 GOOD PRACTICE Best Performer Category Average Excluding Neutral

13 Comparison of campaign metrics vs. Kpi Your campaign almost meets it objective in terms of Buzz Volume and SOV Your campaign meets its KPI in terms of Sentiment BUZZ VOLUME KPI 60,000 mentions Campaign Buzz Volume KPI Your Campaign SHARE OF VOICE KPI 45% SENTIMENT KPI Pos 65% - Neg 15% - Neu 30% YOUR CAMPAIGN SENTIMENT SCORE 0.58 Excluding Neutral

14 Which Tactics & Topics perform the best? PR articles took the leading position in buzz of the campaign thanks to an article introducing the information related to Đại tiệc giữa không 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 the campaign. 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. PR Articles Fanpage activities Shares (fanpage posts & PR articles) KOL posts Minigame of getting tickets to join the party Buzz volume of each Marketing tactics Buzz trend of Marketing tactics in the IN - tracked period PRE - CAMPAIGN CAMPAIGN POS - CAMPAIGN 0 15-Oct 25-Oct 4-Nov 14-Nov 24-Nov 4-Dec 14-Dec 24-Dec PR Articles Fanpage Activities #hashtag & Shares

15 Which tactics & topics get better customer feedbacks? 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 and diadiemanuong.com - link). Campaign Sentiment Breakdown of Campaign Tactics and Sentiment 54.4% 7.7% N = % PR Articles Fanpage activities Shares (fanpage posts & PR KOL posts Game Positive Neutral

16 Sentiment by each stage of the campaign Before the campaign started, most discussion were from PR Articles, Fanpage activities, and Share thanks to the promotion actitivities of the brand for 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 how to 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 the safety and convenience of program in PR Articles. Those negative mentions continuously appeared in the Fanpage activities, and increased across stages. 6% 3 7% N=3229 N= 776 N= 493 PR Articles Fanpage activities Shares 19 KOL posts Mini game 86 55% 53% 29% PRE - CAMPAIGN IN - CAMPAIGN POS - CAMPAIGN

17 Breakdown of feedbacks by: campaign & product 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 Breakdown of Feedbacks Campaign feedbacks Product feedbacks

18 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. Breakdown of Product feedbacks Price of product Fragance Quality product Hair diseases Ingredient of product Design of product N = 101

19 Campaign feedbacks The good feedbacks of the campaign were most the overall evaluations for the party. In the opposite, Safety and convenience of program met most complaints from the customers, while a lot of audiences also show a bad perception on the participant of the party Breakdown of Campaign feedbacks General review Safety of program Game Convenience of program Participant perception Guess Brand image N = 721

20 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 their impression 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 few discussions about that. PRE - CAMPAIGN IN - CAMPAIGN POS - CAMPAIGN

21 2 Zoom-in Analysis: Product Engagement / Message / Positioning

22 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? NORTH AREAS 45% of total audiences CENTRAL AREAS 8% of total audiences HIGHLAND AREAS 2% of total audiences SOUTH AREAS 45% of total audiences WEEK TIME Base: n=13,285 Weekday Weekend DAY TIME Base: n=13, % Mon Tue Wed Thu Fri Sat Sun % Morning From 5:00 to 12:00 2 Mention Afternoon From 12:01 to 18:00 Evening From 18:01 to 00:

23 Products Engagement Although audiences highly engaged with different products during campaign, but after that they did not mentioned the products. KOKO KRUNCH BEFORE CAMPAIGN DURING CAMPAIGN AFTER CAMPAIGN From.. to From to From to Mention MILO NESVITA NESCAFE MAGGI HONEY STARS 173 NESCAFE VIET 9 CERELAC

24 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. TOTAL NORTH CENTRAL & HIGHLAND SOUTH Freshness Breakfast Mention Deliciousness Be Healthy Energy Benefit New Day Start Morning Nutrition Supply Convenience Happiness Fitness Beauty Height Benefit 4 3

25 3 Zoom-in Analysis: Feedbacks about the campaign

26 Sentiment of CAMPAIGN feedbacks across stages 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 style of 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 the comfortable experience for eating and personal hygiene to the participants. In addition, there are some feedbacks about wasting time and money for the party. These evaluations mostly came from viewers. 6% Game General review Safety of program Participant Perception Convenience of program Guess Brand image N = 2906 PRE - CAMPAIGN N = IN - CAMPAIGN N = % POS - CAMPAIGN

27 CAMPAIGN OWNED - PAID - EARNED OVERVIEW The engagement on earned - paid media dominated in the buzz of campaign, the discussion was generated mainly from the PR articles, and there were many shares from fanpage and Foody PR post to promoting for the campaign, all f them were on pre and in-campaign. On the other hand, the mentions on the owned media were mainly the feedbacks for the campaign. Owned Paid - Earned breakdown of campaign discussion 1 The post introducing the information of Đại tiệc giữa không trung party on Foody.vn fanpage - Link Comment: 1341 Shares: 865

28 OWNED MEDIA ANALYSIS Through the fanpage activities, the campaign was given the high interests from the audiences who introduced the party to their friends. In addition, positive figure also came from the general compliments for the party. However, the campaign receives a lot of complaints for the safety and convenience. Campaign owned media Sentiment 12% 28.5% 61.3% N=1707 The posts with high enagement Positive Neutral The post with a clip summarizing overall party Đại tiệc giữa không trung - Link Comments: 346 Shares: 798 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

29 POSITIVE BUZZ ON OWNED MEDIA Positive toward product Positive toward campaign Camp N = 139 Produ ct 26% Fragance Quality of Price of Hair diseases Ingredient of Design of General Guess Brand image Game Safety of 1% 1% 1% 1% 4% 2% 1% 6% 13% 19% The smell of Brand A appreciated to be very fragrant, manly and comfortable People took the general compliments for the quality after experiencing Brand A 51% The audiences considered that the style of guesses of the party (especially Kim Lý & Mai Phương Thúy) was suitable with the brand image The brand image of Romano met many compliments related to be very luxurious and have a good quality product Đại tiệc giữa không trung was evaluated to be a great, funny, unique program

30 NEGATIVE BUZZ ON OWNED MEDIA Negative toward product Negative toward campaign Produ ct 5% N = 154 Camp Fragance Hair diseases Quality of Safety of Convenience General review Game Participant Guess Brand image 2% 1% 1% 1% 8% 8% 6% The users mentioned that the smell of Brand A was worse than that of Boss & Xmen 20% 18% 36% There were some complaints about limited participants and the party was just for the celebrities. The audiences afraid that eating at the height is very dangerous. People didn t believe in the construction quality of program in Vietnam Safety equipment when eating at the height made participants not comfortable The audiences afraid of private sanitary problem (restroom) The party was mentioned to be not unrealistic and just copy the format of foreign Game which the audience must participate to join the party met many complaints related to complicated regulations

31 VERBATIM ON OWNED MEDIA Fragance - Link Fragance - Link Quality of product - Link Safety of program - Link General - Link Conevience of program - Link Guess - Link General - Link Game - Link Brand image - Link Participant - Link

32 EARNED MEDIA ANALYSIS Under the introducing post on Foody.vn, the campaign was received many discussion from the audiences, most of people also are very excited about the party. Beside that, there were a lot of people who shares the promotion post for the campaign. The earned media gained less feedbacks for product (only positive mentions) than owned media, that of campaign was more. Moreover, the content of feedbacks were similar to that of owned media Campaign on earned media Sentiment 1 6.5% 45.4% 48.1% N= 2984 Positive Neutral 1 The post introducing the information of Đại tiệc giữa không trung party on Foody.vn fanpage - Link Comment: 1341 Shares: 865 Mini game A post about the participating the minigame to get a ticket for the party - Link Participant A post checking in a party - Link

33 TOP SOURCES ON EARNED MEDIA Almost buzz of out of owned media came from the PR articles (2 posts in Foody.vn and diadiemanuong.com), the posts by the audiences for participating the game and checking in the party, and the shares about the promotion posts for campaign from the audiences The posts checking in the party Generated from the complaints which were mainly about the safety of program The posts of the participants for the Game to get a ticket of party

34 POSITIVE BUZZ ON EARNED MEDIA Positive toward campaign Positive toward product Produ ct 1% Fragance Quality product General review 1% 1% The smell of Brand A appreciated to be very fragrant, manly and comfortable People took the general compliments for the quality after experiencing Brand A 68% Đại tiệc giữa không trung was evaluated to be a great, funny, unique program N = 144 Game 26% The audiences were interested in joining the game to get the ticket for the party Camp Guess 4% Brand image 1%

35 NEGATIVE BUZZ ON EARNED MEDIA Negative toward campaign N = 170 Safety of program Convenience of program General review Participant perception Brand image 2% 10% 9% 16% 62% There were some complaints about limited participants and the party was just for the celebrities. The audiences afraid that eating at the height is very dangerous. People didn t believe in the construction quality of program in Vietnam Safety equipment when eating at the height made participants not comfortable The audiences afraid of private sanitary problem (restroom) The party was mentioned to be not unrealistic and just copy the format of foreign Camp Guess Game 1% 1% The audiences feel annoyed because the brand had many advertisements

36 VERBATIM ON EARNED MEDIA Fragance - Quality of Product- Link Safety of program - Link General - Link Conevience of program - Link General - Link Participant - Link Game - Link Brand image - Link

37 TOP THREADS ON EARNED MEDIA Rank Title Shares Comments Period Comments Relevant Comments Negative Comments Positive Comments 1 ["ĐẠI TIỆC GIỮA KHÔNG TRUNG" lần Bữa đọc tin này bên Bỉ, giờ có Mai Phương Thúy: Khách mời đặc Mọi người like giúp minh để minh có Các tín đồ của thương hiệu Romano Nếu bạn là người không ngại thách #RomanoVIP Lần đầu tiên ở VN: Tiệc giữa Cơ hội thưởng thức đại tiệc Mua Brand A nhận vé xem phim CGV và

38 KOL EVALUATION : Xuan Bac s post has the most relevance fans interactions Revelency Rate 62.9% 37.1% Users có tham gia Comments 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%). 38

39 CONCLUSION WHAT WORKS Through the PR articles and Fan page activities, the campaign and the brand Brand A also gained the high interaction from the audiences with a lot of campaign feedbacks. By the campaign, the brand image of Brand A is likely to be spread widely to social audiences The success of campaign is also thanks to guest selection for the party. Most of them were evaluated to be very luxurious and elegant and suitable with the brand image of Brand A. The male customers mentioned that they feel more manly and premium after using the product. The campaign receives many compliments for the product Brand A in terms of the quality and the fragrance from the customers WHAT DIDN T WORKS In spite of high awareness from the audiences, the campaign also receives a lot of bad feedbacks about the safety, convenience, and brand perception. The brands might not have the promotion posts with the clear information about the organization of the campaign (the guarantee, the service, and the way to particiapte of the party). This made the netizens giving bad feedbacks in the pre-campaign. However, the marketing activities in during and pos - campaign did not show any effort to deal with the problem. Moreover, the campaign is used for promoting the product Brand A, nevertheless they seem not to focus on introducing about the product line (in terms of function, fragrance,...), except concentrating on the party.

40 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.

41 THANK YOU