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SOCIAL CAMPAIGN CASE STUDY

Nozza - 03.2012

Campaign Brief
Product Target audience Nozza Age : 18 – 30 Gender : Female Income : A, B, C +  Build a playground for female from 18+  Make a buzz for new fanpage by occasion of 14/2 and 8/3 7 weeks : 16/1 – 8/3/2012

Objective

Timeline

KPI
Channel

5000 fans / 200 photos
Social marketing

Creative Strategy
Girls love photo Girls love pose Girl love show how they are beautiful We understand that based on quick online survey

Idea : Online photos contest on facebook named “ Rang Ngoi Dang Xuan “
 Mechanism : Match their photo with one motorbike which is suitable for their style by using automatic fb application & Viral it

A. FANPAGEPAGE’S FEATURE
Tab for Product info Tab for RẠNG NGỜI DÁNG XUÂN Contest Tab for Ranking and Voting Tab for Beauty Tips

Tab for 8/3 Event Info

Tab for Product info

Clickable and link to Yamaha website

Tab for RẠNG NGỜI DÁNG XUÂN Contest
 Can upload & Edit photo from this tab

Tab for Ranking and Voting
-> Can manage from this tab

Tab for Beauty Tips

Tab for Product info

B. COMMUNICATION ACTIVITIES

Marketing channel
Facebook ads

Fblog – Hot bloggers join & Post

Facebook Fanpage

Influencers on Facebook

Forum Seeding

FB ads

Microsite’s Sharing Feature

Influencer and Candidate’s activities - see more at daily report

Share info of 8.3 Promotion - see more at daily report

Share info of Valentine day - see more at daily report

C. ACTIVITIES TO PUSH UP FANPAGE
G-time At a particular time, we post a question and user with quickest answer will win. Because of this game, user follow fanpage all the time and increase engagement with the fanpage Creative prize fro RNDX Contest In last weeks of RNDX contest, the quantity of photo submitted was going down because there was not enough time to collect LIKE (VOTE). So we add an additional prize: A Canon Camera and some consolidation prizes for impressive photos submitted to RNDX contest.

Creative prize for RNDX contest
The winner will be chosen by The Board of Judge, therefore the contest encourage ladies who don’t have advantage in collecting LIKE Received a lot of funny photos makes the RNDX contest more attractive to community

Creative prize for RNDX contest
Received good feedback from community

1 prize winner

G-Time

At a particular time in the day, admin will post a question. It will be a funny question or question about our product

Members are interested in this mini game and waiting for G-time question everyday

G-Time
The topic will close 2 hours after the question posted. Admin chose the winners. -Who answer fastest -Who has the most impressive answer (funny and impressive) There are lots of answers so funny and impressive. Some answer by a poem

D. RESULT

Reach 7,890 fans

~ 8000 active fans within 7 weeks

There are 1.000 photos submitted to RANG NGOI DANG XUAN contest

Feedback from community

Feedback from community

Demographic
61% is female 54.8% is female from 18-34

GOOGLE ANALYTICS
Analyzed the page rangngoidangxuan.com, we can see from GA • Visit: 105,567 • Visitor: 79,450 • Page view: 345,265 • AVG Time on site: 03 min 13 second

GOOGLE ANALYTICS
57.28% visits is from 4 big cities

GOOGLE ANALYTICS
24,75% visitors return and follow our page

GOOGLE ANALYTICS
Beside main channel - Facebook – with more than 85% traffic, the traffic come from other channels such as Zingme, Yahoo … this is an evidence for viral effect of the campaign

Thank You !

Head Office – Hanoi

HCM office Add : 1st Floor, Rolanno Building, 128 Nguyen Phi Khanh , Dist 1, HCM, Vietnam Tel: 08-3820 3153 ; Fax: 08-38207335

Add : 6th Floor, Anh Minh Building, 36 Hoang Cau, Dong Da, Ha Noi, Viet Nam
Tel : 04-3726 4253 / 04-3782 0791 Fax: 04-3726 4254