Social Media Campaign

CASE STUDY

11 Apr, 2013
 Listed

Friso – Make the city playground

Intel – Facebook & Social Media

1
How the “Playground” campaign looks like?

 Objective: toinspire & encourage Moms to let kids

go out and highlight the Brand’s supporting role
in their journey of “letting go”.
 Theme/ Concept: “With my strong kid, we make the city our
playground.”

 Message taken out: “When my kid is strong from inside, we can

explore and enjoy more in everyday life”.
 PR emotional flow from Friso’s mom
insight Moms’ thought: we really
Mom’s common sense: 100% Friso’s value: Progressive,
want to be a good mom to their caring like a mom & appreciate Friso philosophy.
kid. Appreciate who to show me supporting like a best friend I’m proud to be a good mom
how now

Educate Friso Amplify

Build
philosophy appraisal sharing
WOM
make the city their playground

Viral-generated
Education message: Appraisal
HOW in practice moms can

hook: “Life is
WHY is important to make
WHY is important to make

my kid strong from inside.

There are thousand expected: Thank

crazily busy. Time

Amplify the BUZZ & WOM

moments “WHEN KID you Friso to remind
for kid is very
LIKES MOM.” Friso’s us “ALWAYS
the city playground.

limited. Are you

new innovative MAKE KID LIKE
sure you well know
supporting to create MOM” in guiding
“WHEN YOUR
more those moments: moms how to raise
KID LIKE
together with your kid kid in the new
MOM?” to give
make very corner of the modern right way
kids the best to
city your playground.” moms & kids love.
grow.

FRISO PHILOSOPHY: When kid is strong from inside, mom & kid can
explore and enjoy more in everyday life”
 Deliverables through metric (Overview)
 Expression Metrics Target during Step 1 Step 2 Step 3
(20-Sep to 11- (12-Oc t to (24-Nov to Total
campaign Oct) 23-Nov) 31-Dec)
Number of Likes / Thanks- # N/A 754 4,770 25,708 31,232
Benchmark Ratio of Likes/ Thanks per post N/A 9.08 16 23 21
Number of comments - # 54,000+ 2,024 10,296 66,253 78,753
Benchmark Ratio of Comments per post N/A 24.39 34 59 52
Total applicant submission of contest 1,100+ 0 216 1,095 1,311
Total Fans of Facebook Fan page N/A 24,358
Relevant and Good Comment / total comments N/A
(Percent) 92.19% 96.13% 65.84% 70.35%
Irrelevant comments / total comments (Percent) N/A 7.56% 3.87% 34.16% 29.44%
Bad Comments / total comments (Percent) N/A 0.25% 0.00% 0.00% 0.01%
Program Metrics   1,132
Recency - Total post 200+ 83 301 1,132 1,516
Recency - Total eDM 1,000+ 0 0 1,000 1,000
Recency - Total bloggers sharing 10 10 10 10 10
Recency - Total photo N/A 0 0 658 658
Recency - Total video 14 17 9 437 463
Opportunity (Engagement opportunity lost  
(subjective measure)- Green - Yellow - Red    
Brand Consistency (Avatar, Brand assets, campaign  
design, app design) - Green - Yellow – Red  
Impression Metrics    
Page views - # 280,000+ 304,111 558,408 1,003,449 1,865,968
Coverage on Google N/A 39,200,000 7,490,000 359,000,000
 Phase 1: WOM OR BUZZ
254,111 VIEW
A 105,000+

C
2,778 FEEDBACK 1000+ K
T
550 feedbacks HOT
10 hot moms MOMS
500 feedbacks
10 hot moms
P
U
3 viral clips
1 sum-up clip TOTAL 3 viral clips I
1 sum-up clip
14 copy clips VIDEOS

A 83
14 copy clips
s
TOTAL POSTS 75

L 39,200,000
GOOGLE
COVERAGE N/A
 Phase 2: EDUCATE FRISO PHILOSOPHY
9 Educational clips Forums Seeding
Actual KPI
Actual KPI View 558,408 115,000+

View 102, 169 50,000+ Feedback 10,296 2,100+

587 comments 500

Benchmark Hot moms comments
5,676 5,000+ 10 hot moms
(View/clip) 10 hot moms
Comment 1,040 600+ Total post 85 20
Total clip 9 10 Google coverage 7,490,000 N/A

Contest Hot bloggers

53,050 Views 3,618 Comments 10 BLOGGERs

9 EDITORIALs
216 submission 2,167 Voting SHARED
9 CLIPs SHARED

come out contest’s limit, “Kho di me

dat con di” looked like a big exciting 587 COMMENTs 697 “LIKEs”
conversation on social network to
hook moms to discussion on taking
her kids out
135 “TAGs” 75 “SHARES”
Trend of feedback (belongs to Quantity) Benchmark of feedback (belongs to Quantity)

10,296 121.13

2,594 30.52

558,408

Quantity of Feedback (Like & Comment) and Page View increasingly increases
 Our conversation can hook members more day in day out
Trend of feedback (belongs to Quality)

Relevant/ Good feedback increases while Irrelevant one decreases

 Members are drived to right way we wanted
Quality IN DEPTH
RELEVANT COMMENT
Quality IN DEPTH
IRRELEVANT COMMENT
 Quality IN DEPTH
HIGHLIGHT VS. LOWLIGHT
 Phase 3: APPRAISAL SHARING
Testimonial seeding
Facebook

WOMAN’S FORUMS
Channel View Comment Thanks/Lik
e
10 23,382 1,088 873
Best Mom
BLOGGER’S SHARING contest
Blogger Comment Duration 24/11 – 22/12

10 618 1,095 Submissions

Thank 19,100+ Like

Share
s/Like
54,900+ Comments
315 88
 QUANTITY
1074 1095

782
SUBMISSION

436

241

19,100
54,900
15,900 49,900
LIKE
COMMENT
9400 30,600
8300
5800 20,000

2200
 QUALITY from CONTEST
 Thật ra 1 điều mình nhận thấy
Lãng mạn thật Cuộc thi thành công và được chương trình Friso đang approach
đó! Tham gia tiếp hả mẹ thằng nhox nhiều người beiie1t đến là do khách hàng thành công là do
người AD lead FB này quá tình chính bản thân người lead FB
em? Hi..hi.. này chắc cũng
cảm và gần gũi với mọi này.. đơn giản vì họ theo sát và
like nhé, me nó điệu lắm nên đứa hiểu đc motion của thành viên..
người... Tks ad rất nhiều.
tích cực nhất đấy con điệu ko kém Đôi khi mình cũng tò mò 1 chút..
nhỉ Khiến mình tò mò muốn biết
đằng sau chữ AD ấy là người như
thế lào :-D

 Hôm qua mình com là: "Con ước Ông Già Noen Mình thấy giờ nhà nào cũng
 Bình tĩnh nào Ad ơi! Đi tặng quà Giáng Sinh cho các bé nhà mình là Đoạt chăm cho con đi chơi lắm ý,
chơi Noen đi, thứ 2 công giải trong cuộc thi này! He..he...".. Đùa thế chứ, đặc biệt là từ khi có cuộc thi
bố nhá! hí..hi... dù ai đoạt giải cũng cám ơn Ad và BTC đã tạo sân của Friso tổ chức trên trang
chơi ý nghĩa cho các bà mẹ như mình! Chúc Ban chủ, các diễn đàn và giờ là FB.
Quản Trị đón Giáng Sinh An Lành - Hạnh Phúc! Cảm giác Friso đã, đang và sẽ
làm thay đổi cách nghĩ của
mọi người. Đi tìm người mẹ số
Like nè!
1, Cả thành phố cũng là sân
Vote rồi cho mẹ
Chị a tính kiếm tiền chơi và Khó đi mẹ dắt con đi!
nó vui nhé!
shopping cho gia Tặng nhiều sữa Friso
đình bằng tiền ah Mình muốn
thưởng ah, lần nào Bé nhà em thích có giải
cũng đoạt giải được tặng sữa Friso thưởng cho
Gold 3 con,hihi...
 MAKING SIMPLE COMPARISON
VUI GIÁNG SINH RINH QUÀ CHO BÉ
http://www.facebook.com/media/albums/?id=2597358973919 THE BEST MOM ON THE WORLD _ FRISO
24
288 Subbmission
~ 3,000 Voting via Like
1,095 submissions
19,000 Voting via Like
BỐ VÀ BÉ
http://www.facebook.com/pages/T%E1%BA%A1p-Ch%C3%AD-
B%E1%BA%A7u/166619263374021?sk=photos
99 Submission
~ 7,000 voting via Like

LƯỚI NGHỊCH NGỢM

http://www.facebook.com/media/albums/?id=2870257480095
66 The same time
95 Submission The same place: facebook
~ 10,000 voting via Like The same target communication group

Ms. Umami
http://www.facebook.com/media/albums/?id=2792209354353
86
86 Submission
~ 15,000 voting via Like
APPRECIATION
 Awareness Appreciation Action Advocacy
Solicits a
Brand response or
Social media Creates WOM
Intent Awareness of SM engagement and influences Benchmark
Platform and stimulate
platform appreciation of purchase
advocacy
SM platfrom behaviour in
some way
Google searching: Comment per
FB Fans: 24,358 Copy clips: 15 Share: 210
359,000,000 post: 52
Referral from brand Comments: Submission: Like per post:
Bloggers: 10
website: N/A 78,753 1,311 21
View per
Unique visitors Discussion
Voting: 19,100   educational
from forums: 7,534 posts: 1,516
video: 5,297
Soft Video viewed:
Social network Reach: 7,529      
metric 463
Bad comments: Active user FB:
     
0.01% 13,149
Page view:
Irrelevant
1,865,968      
comments: 29.44%
Good/Relevant Competition
     
comments: 70.35% entries: 0

Investment: 170,000,000 / 170,000 reach => 1000 reach => 0,4 cent/reach
QUOTE SOME FEEDBACKS FROM CONTEST
 KEY LEARNING
YouTube and facebook are the best channels for Social media

Viral video is the new and better way to launch SM project. However, viral
clips need more time to prepare thoughtfully

Extension contest to everyone (not just moms) is new

Focus group should be considered during the contest/project. That is the

best opportunity to check mum’s insight

Feed back from winners of Kho Di Me Dat Con Di contest: “Like it because
of Judge’s (from brand) join. It’s not like old ones which admin of forums
were judge. As a habit, they will choose arranged winners which are
influencers (also call KI - forums’ term) to award. Because these KI’s salary
is the contests awarding”
 Quarterly Summary
Q1’12 Q2’12 Q3’12 Q4’12
Total Fans 44,308 112, 129 172,553 204,208
Total fans added 13,008 73,114 69,708 31,655
Fan growth 41.56% 151.00% 53.00% 18.00%
PTAT 6,716 89,128 77,433 46,895
Reach growth 182.6% 929.00% 11.00% 59.00%
Friends of friends
6.5 9.8 13.9 17.1
reached (million)
Friends of fans 73.8% 50.00% 42.00% 23.00%
growth
Likes + comments
2,314 203,050 80,971 121,773
+ shares
 Fan Growth of Intel Vietnam FB Fanpage
Q1’12 Q2’12 Q3’12 Q4’12
Total Fans 44,308 112, 129 172,553 204,208
Total fans added 13,008 73,114 69,708 31,655
Fan growth 41.56% 151.00% 53.00% 18.00%
 Quarter 1, 2012
Fan Growth 13,008
Themes Innovation, Lifestyle
Holding mini contest which had rules included following
Engagement Method
posted status to comment to get more additional marks
 Sharing contest “ The most visible changes with your
PC”
 Design card contest to welcome Women’s Day
Contest  Online Firework Contest
 Response Earth Hour
 Announce Intel Vietnam 15th Anniversary
 Promotion info

Intel Confidential -- Internal

27
Use Only
 Sharing contest “ The most visible changes with your PC”

http://www.youtube.com/watch?f
eature=player_embedded&v=VW
xH_kSWkXw

http://www.youtube.com/watch?feat
http://www.youtube.com/watch?f http://www.youtube.com/watch?fe ure=player_embedded&v=s4sKXIDpu_
eature=player_embedded&v=2JO ature=player_embedded&v=HkPjX- Y
5tH5jo9I J2LAQ

AWARDIN
G

520 submissions with 12,000+ voting

 Designing card contest to welcome Women’s Day

183 submissions during just 1 week

2,000+ voting
Coverage on 18 generous & woman’s forums
 Online Firework Contest
Submission Share Like Comment
PHOTOS 95 50 482 30
VIDEOS 10 154 51 15
TOTAL 105 204 533 45

Intel Confidential -- Internal

30 E5-2600 Family Launch Update – v WW02’12
Use Only
 Response Earth Hour

83 submissions / just 1 week

 Announce Intel Vietnam 15th Anniversary
As you come to
Social Media as a
part of the life
Day, many fans 100+ facebookers
would make you shared e-invitation
excited. 100+ to exhibition on
social media their facebook wall
activators joined and 2 large
the event. They community pages
were hooked by (over 200K fans
sharing interesting /page) set up this e-
experiences of top invitation to profile
large IT forums’s avatar.
andmins and Totally from
collectors. beginning to this
event, over 2,000+
greetings to Intel
Vietnam were sent
by consumers
In addiction, hot community on onsite. That proved
facebook like “hội thik đùa”, “hội khó that “Come out a
đỡ” supported to provide of event IT’s brand, Intel
information, gave closer information to Vietnam is the brand
community, their avatars were changed of community”
into Intel’s e-invitation, posted
information on the wall hook member’s
caring.
Promotion info

500+ photo posted by fans

9,000+ voting for contest

Chose 3 winners
 Quarter 2, 2012
Fan Growth 73,114
Themes Innovation, Lifestyle
Holding mini contest which had rules included
Engagement following posted status to comment to get more
Method additional marks.
Announce the official launching of Ivy Bridge
Week of white lie
Promotion info
Contest and content
Ivy Bridge launch
 PC motor caravan rout 1
 Week of white lie

7 days with 7 situations. Winners were chosen from contestants who had best solution for each
situation

181 submissions / 7 situations

Promotion info

Total 10,800+ comments

1,130,000+ view
19,670+ like
Posting lucky winner everyday,
strigger for big gifts – Ultrabook,
cover timeline and highlight pics
 Ivy Bridge launch
Pre- Launch Create buzz by Be Amazing Everyday flashmob perf at LRFs every Sunday in Jun
Capture videos to share on Intel VN FB & other SMs to maximize excitement

Launch Event
 PC MOTO CARAVAN ROUT 1

Donation 10 AIOs for school lab

A big campaign song and flash mob performance with 300+ Real PC motorbike caravan appears at the school gate
students & teachers & other attendants and run to install new PC lab.
 Quarter 3, 2012
Fan Growth 69,708
Themes Community, Lifestyle
Launching the the 1st flashmob map in Vietnam &
Engagement
Flashmob tournament contest.
Method
Holding the community activities to hook more fans
Flashmob map
 PC motor caravan rout 2
Contest and content  Ultrabook City
 Ultrabook Activation
 Promotion info

Intel Confidential -- Internal

39
Use Only
 FLASHMOB MAP & FLASHMOB TOURNAMENT

Viral clip to introduce the contest, to guide Intel

flashmob dancing

24/7 follow email and FM map to update Marker to FM flash map. Searching Google map to get code and mark to FM map
PC motor caravan rout 2

Total 120+ photos &

12 clips shared.
10,000+ new fans
attracted
 12,000+ PTAT
Ultrabook City

50+ facebooker shared information

Viral clip with over 60,000+ viewed
4 video clips & 50+ photos were shared
Ultrabook Activation

 50,000+ viewship
 300+ comments
 100+ sharing
 Duration 15 days (15
– 30th Sep, 2012)
 Promotion info

Pcguide.vn was the hosting of landing on IVN

Facebook. The same content to Facebook.
Facebook: Announce winner everyday
 Quarter 4, 2012
Fan Growth 31,655
Themes Fair, Lifestyle
Announce the winners of the flashmob tournament.
Attractive products with cheap price at FECIT 2012
Engagement
hooked more fans.
Method
Beside, the key hooks of FECIT 2012 such as
Gangnam style, SM Day… also recruited fans.
Flashmob map (cont.)
 FECIT 2012
Contest and content
 Social Media Day
Promotion info
 FLASHMOB MAP & FLASHMOB TOURNAMENT (cont.)

24/7 follow email and FM map to update Marker to FM flash map

Announce the winners and FINAL awarding

 FECIT 2012
Hourly update information about 4-day events and activities &Recap event, repost information
about FECIT 2012

Intel Confidential -- Internal

47 E5-2600 Family Launch Update – v WW02’12
Use Only
 Hundred citizens seek to join SOCIAL MEDIA
3RD SOCIAL MEDIA DAYperfect couple INTEL &
DAY to experience
WIN8
 Promotion info

http://www.facebook.com/intelvietnam
http://www.facebook.com/intelvietnam/app_103822229704
881

Total 180,000+ Viewship

600+ Feedback PCguide was the hosting of landing on
15 Facebookers’ sharing IVN Facebook. The same content to
Facebook.
THANK YOU!