CASE STUDY

MEMBER COMPANIES
• Digital marketing strategy
consulting
• Online advertising services

• Export solution on Alibaba

• Recruitment solutions for

business
• job search network for
candidates

• Influencer marketing solution

(influencer) using automate
technology

Outsourcing services,
software development,mobile
application

• Optimal solution for publisher

& advertise on programmatics
platform

• Social Listening
• Measuring brand health
• Media Crisis warning solution
• Creative Solution
• Produce TVC, video
• Viral Marketing solution
5
1. TYPICAL NUMBERS

6,000 95%
Customers Campaign hit the target

80% 30
Customers renew Career
2. TYPICAL CUSTOMERS
Telecommunication Banking Education

Aviation Real estate Ecommerce

Medicine Appliances Other

Fashion FMCG F&B

3. TYPICAL CAMPAIGN

5
 3.1 EDUCATION

TÂN PHÚ ELEMENTARY, SECONDARY, HIGH SCHOOL

Tân Phú elementary, secondary, high school has top quality education in Ho Chi Minh city
Belong to ICG Education group (Institute of Global Citizenship - Học viện Công dân toàn cầu)

TIME TARGET CUSTOMERS

01.06.2020 - Increase brand recognition in recruiting provinces. Parents: 30 - 55 Years old

30.08.2020 - Admission: Students: 13 - 17 Years old
+ Grade 6: 34 students
+ Grade 10: 227 students
 ADVERTISING CONTENT DEVELOPMENT
01.06 07.06 31.07 15.08

10% Budget 70% Budget 20% Budget

Stage retention and

Stage prepare profile Stage peak period
remarketing

Increase awareness about choosing
private schools for 6th and 10th
grade student.
▶ For parents: Approach with Create rush: Only receive xx records
content that is committed to a in grade 6, grade 10
quality training environment,
contributing to build a foundation
for children’s orientation
▶ For students: Approach with
trendy, fun, comfortable and
friendly content. Stay up-to-date
with latest admissions
information.

FACEBOOK – Page Post Engagement, Website Conversion, Click To Mess

GOOGLE – Google Display Network

GOOGLE – Google Search

REMAKETING
FACEBOOK ADVERTISING RESULT & IMAGES

Page post engagement Click to mess Web conversion

13,527 Clicks All 14,170 Clicks All 3,461 Clicks All
GOOGLE ADVERTISING RESULTS & IMAGES
GDN Has Earn: Google Search Has Earn:
17,168 clicks 🡪 reach 114% KPI 4,671 clicks 🡪 reach 100% KPI

GDN ORIENTATION KEYWORDS ORIENTATION

Ages: 10 - 17 years old (middle and high Tân Phú Secondary school
school student), 35-50 (parents with teenage Tân Phú High school
School names
Demographic children Tân Phú private school
Gender: Male, Female Trường tư Tân Phú
Location: HCM city and neighbors province
Which private school is good
Business Needs trường tư nào tốt
Family Place Choose a school for your child in grade 6
Interest Choose a school for your child in grade 10
Health
Shopping
Fees Tân Phú school fees
Entertainments
Business Examinations of 10th grade transcript
Topic Education Admissions Examinations of 10th grade transcript
Family Enrollment of 6th grade/ 10th grade
News

Keywords on demand Call out

Seasonal keywords Call Extension
Contextual Extensions
Brand keywords Location
Competitors keywords Addsite Links
 CAMPAIGN RESULTS

6,764,394 ADMISSIONS ELIGIBLE

Impressions

52,997
Clicks All
10,580
Post interactive 110% KPI
29,336
Visit Page

453
Message
70 453
CONVERSIONS MESSENGER
70
Convert
 OTHER CAMPAIGN - EDUCATION INDUSTRY
HUTECH KINDERSTAR CAMBRIDGE

Wide spread brand image attract Increase brand awareness Increase traffic to website
students profile

474,147,241 3,408,946 144,822

IMPRESSIONS IMPRESSIONS LINK CLICKS
 OTHER CAMPAIGN - EDUCATION INDUSTRY
ASEAN College of Medicine And Pharmacy RMIT ATS - STUDENT ABROAD CONSULTANCY

Branding program information, Provide information about studying in Australia,

Wide spread brand image attract students profile
Attract target to participate the event Attract students to sign up

5,423 986 18,581

CONVERSIONS CONVERSIONS Number of Subscribers

2,323 12.7% 26,717

% LOWER COST/ RESULTS OBJECTIVE Number of website
Number of profile
access
 3.2 FASHION INDUSTRY

MARC FASHION
Is a fashion brand launched in 2006,MARC has focused on investing in
product quality and design so that the MARC Fashion brand becomes a
name that is closer to customers. MARC aims at the mainstream style
that is gentle and harmoniously combine with new trends
Mid-range customer segment.

Time Target POTENTIAL CUSTOMERS

01.06.2020 - Promote the sale program Female 20+

30.06.2020 - Increase sale revenue
 IMPLEMENTATION DETAILS

CONTENT: Focus on the content to announce the

sale program

New Audience MEDIA: Simultaneously use 2 formats to attract

BRANDING new customer data that interested in the sale
program
- Reach
- Web Conversion

Potential CONTENT: Base on customer insights to create

Audience content for conversion optimization post (epidemic
PUSH SALE season - social distancing, MARC has a preferential
delivery policy and free shipping for relatively high
value orders.

MEDIA: Focus on 2 optimal conversion formats to

promote buying behavior for potential audience:
- Web Conversion
- Catalog Sale
NA: Demographic + Interest
PA: Data KH, Web visitor, engaged, inboxed,...
 IMPLEMENTAION DETAILS
%
Budget
30% 60% 10%
Learning Push Maintain

Track the adsets and ads that get Increase and decrease the budget corresponding Maintain adsets
good orders to the effectiveness of each adset. and ads that give
Separate more adset for optimal convenience good result

Add more ads with content to create a rush for the

sale program.

Web
Conversion Catalog Sale

Image Ads Collection Ads

Multiple Ads Multiple Ads
FACEBOOK ADS IMPLEMENTATION IMAGES

Image Ads Collection Ads (Only Mobile)

FACEBOOK AD IMPLEMENTATION IMAGES

Carousel Ads Catalog Ads

 CAMPAIGN RESULT

Revenue 12 TIMES more than advertising cost

2,808 Orders
3,894,077
CONVERSION 4,587,643 Display REACH
4,285,184
36,963 CTR
 OTHER CAMPAIGN - FASHION INDUSTRY
CLARKS GIORDANO LACOSTE

Branding new collections, opening stores Branding information about the sales program to CUSTOMERS Branding information about the sales program to CUSTOMERS
Push sales through promotion Boost sales at offline store Boost sales at offline store
6 Months 3 Months 3 Months

200% KPI 156% KPI 120% KPI

3.3 F&B INDUSTRY

BURGER KING
BURGER KING® A famous fast food brand and the largest fast food restaurant
chain in the world
In Vietnam, Burger king has 9 stores and mainly in Ha Noi and Ho Chi Minh city

Time Target MEDIA CHANNEL

3 Months - New product launch and limited time offer - Google Search
- Repositioning the brand FRIENDLY and - Facebook
AFFORDABLY
* Product: Cheese burger
 IMPLEMENTATION STRATEGY
COMMUNICATING OBJECT Targeting
+ Age: 15 and up
+ Live in Ha Noi and Ho Chi Minh city
+ Targeting by customer groups
- Group of students
- Office staff group
- Burger King fan group
- Family group, married people

Location

- Place a landmark in the area where the Burger King store

is located
- Including Ho Chi Minh and Ha Noi branches
Interested

- Foody, Fast Food

- Shoppers
- Cooking Enthusiasts
- Superstore Shoppers
- Frequently Eats Dinner Out
- All visitors, Similar to All Converters
IMPLEMENTATION STRATEGY

>> About GDN.To optimize COST and EFFICIENCY,

the team optimized ads with the following contents:

1. Run simultaneously Responsive with static

banner.
To get clicks,high CTR. Campaigns are always
supplemented with responsive format running.
2. Turn off the placements with high
occurrences, but no clicks.
=> This help stabilize CTR and increase
conversions for the campaign.
IMPLEMENTATION STRATEGY

>> To optimize the price and be morse stable for

post formats, it is suggested to adjust the format
as follows:

1. For Post video

=> Run click to web format.
In this way, the video posts will be optimized for
the menu view website. In addition, the amount of
interaction will be higher when running the normal
video vew format. At this time,the market view
price is very high, therefore when switching to
CTW both cost and interaction can be
optimized.

2. For Post image

=> Run the post engage format to stabilize the
amount of interaction between user and the
admin page.
FACEBOOK IMPLEMENTATION IMAGES
 CAMPAIGN RESULT

20,700,000 5,000,000 87,000 166,000 950

IMPRESSION REACH CLICK ENGAGEMENT CONVERSION

The achieved KPIs are very high compared to the estimated KPIs of each format in 2 regions.
CAMPAIGN RESULT

SALES INCREASE 29%

COMPARE TO OTHER LTOs
 OTHER CAMPAIGN - F&B INDUSTRY
DOMINO PHÚC LONG GIVRAL

New store opening announcement increase the real Introducing Phuc Long’s moon cakes, gradually lead Introducing cakes and boxes for Mid-Autumn festival 2020
experience, organic interactive information customers to the website to order mooncakes Push sales for the product in the Mid-Autumn season
3 Months 2 Months 3 Months

117% KPI 110% KPI 130% KPI

3.4 FMCG INDUSTRY

COCOXIM

TIME TARGET MEDIA CHANNEL

2 Months New product communication (cocoxim Facebook

coconut milk) on fanpage
 IMPLEMENTATION STRATEGY

● Female, 20 - 40 years old

● Hà Nội, HCM, Đà Nẵng, Nha Trang, Hải Phòng,
50% Reach Thái Bình
● Interest: Coconut, Healthy food, Natural Product,
Each post will run both Home Chef, Coconut water, Cooking, Organic
Reach and Page Post Product,...
Engagement format
simultaneously to optimize
● Female, 20- 40 years old
ads reach to potential
● Hà Nội, HCM, Đà Nẵng, Nha Trang, Hải Phòng,
customers. 50% Engagement Thái Bình
● Interest: Coconut milk, Healthy food, Coconut oil,
Cooking,...
 IMPLEMENTATION STRATEGY

● Introducing fresh coconut milk products already on the market:

17% content written about fresh coconut milk cocoxim, 17%
content written about fresh coconut milk chef choice, remaining
67% content written for both products ( benefit, preservation,..)
● Affirming the quality and convenience of fresh coconut milk
products Cocoxim
● Convey the outstanding characteristics of the product as natural,
safe to use

Optimize ads with reach format to reach maximum potential customers

and run page post engagement in parallel to increase interaction for
fanpage and communicate with consumer about new products.
 FACEBOOK IMPLEMENTATION IMAGES
Demo Ads
FACEBOOK IMPLEMENTATION IMAGES
 OTHER CAMPAIGN - FMCG INDUSTRY

NUMBER 1 TRÀ XANH KHÔNG ĐỘ DR THANH

100% KPI 100% KPI 102% KPI

 OTHER CAMPAIGN - FMCG INDUSTRY
GẤC HAPPY BACCHUS OTTO
 3.5 REAL ESTATE INDUSTRY

CAPITALAND
CapitaLand Limited (CapitaLand). Is one of the largest real estate corporations in Asia with many high - class and quality
projects, winning prestigious awards in many countries. In Viet Nam CapitaLand creates quality buildings that bring a
good life to residents

TIME Target MEDIA CHANNEL

4 Months Increase project coverage as well as - Google Search

push sale programs - Google Display Network
- Gmail Sponsored Promotion
- Email Marketing
- Zalo Ads
 IMPLEMENTATION STRAGETY
GOOGLE DISPLAY NETWORK
CleverAds has implemented Google display network advertising for SSA
The result achieved from December 4, 2017 to April 30, 2018 are as follow:

1 2 3

19,184,168 76,893 0.40%

▪ The Ads has shown 19,184,168 impressions and 76,893 clicks.

The Ad model run stably with the set KPIs
▪ CTR remains at a high 0.40% higher than the average CTR of the market
->An ad that captures the attention of the customers.
CleverAds recommends continuing to maintain ads continously to get the better
performance.
 IMPLEMENTATION STRATEGY
GOOGLE SPONSORED PROMOTION
1 2 3 CleverAds has implemented Gmail sponsor promotion for SSA.
The result achieved from April 10 to April 30 are as follows:

50,691 10,823 21,35%

▪ The ad was shown 50,691 impression and 10,823 clicks.
IMPRESSIONS CLICKS CLICK THROUGH RATE
▪ The Number of clicks obtained reach 108,23% of the commitment set out
CTR
→ Ads that run stably get good clicks
▪ CTR remains high at 21,35%, higher than the average CTR of the market
→ The advertisement model attracts the attention of customers, achieving the set KPIS.

Impressions

ZALO ADS 2,663,721 Clicks

- The ad has shown 2,663,721 impressions and 7,982 clicks.The amount of 7,982
clicks obtained reached 100,8% of the commitment set out
→ CTR remains at a high 0,37% higher than the average CTR of the
market
CTR
→ Initially, advertising was not stable then gradually stabilize and received
customer interaction, the advertisement achieved the set KPIs .
0,37%
 IMPLEMENTATIONS IMAGES & RESULTS
GOOGLE SEARCH
Impressions

2,661 Clicks

734 General
Keywords

CTR
27,85%

Impressions

Brand
9,628 Clicks

s
Keywords 797
CTR
8,2%
OTHER CAMPAIGN - REAL ESTATE INDUSTRY

117% KPI 110% KPI 120% KPI

 3.6 SOME OTHER INDUSTRY
Client: IRC Manufacturing industry
 3.6 OTHER INDUSTRY
Client: AEON MALL - Retail industry
 3.6 OTHER INDUSTRY
Client: Vietcombank - Banking industry
Thank you very much
CleverAds – A member of CleverGroup
Tầng 2, 27 Thăng Long, Phường 4, Quận Tân Bình, HCM

+84 28 2229 6066

+84 919 02 8448 (HCM)

contact@cleverads.vn

42