Post on 27-Mar-2018
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 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.
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
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 “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
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
%
Volume of by communication channels
95%
3%2%0%
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
• 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
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?
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?
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
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
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
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
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
Zoom-in Analysis:
Product Engagement / Message / Positioning
2
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
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
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
Zoom-in Analysis:
Feedbacks about the campaign
3
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
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
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
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
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
VERBATIM ON OWNED MEDIA
Fragance - Link
Quality of product - Link
General - Link
Guess - Link
Brand image - Link
Fragance - Link
Safety of program - Link
Conevience of program - Link
General - Link
Game - Link
Participant - Link
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
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
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
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
VERBATIM ON EARNED MEDIA
Fragance - Quality of Product- Link
General - Link
Game - Link
Safety of program - Link
Conevience of program -Link
General - Link
Participant - Link
Brand image - Link
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
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%).
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.
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.
THANK YOU