SAPPORO SUMMER

CAMPAIGN REPORT
Prepared by BCM

Report Duration
12 May 2020 – 30th September 2020
 AGENDA
LAUNCHING CAMPAIGN REPORT
Duration: 12 May 2020 – 30th September 2020

01 Overall Campaign

Thematic Campaign Media

02 Facebook
Coc coc

03 Star Flatform Recruitment

Facebook

04 Next step
 OVERVIEW MEDIA PERFORMANCE
Duration: 12 May 2020 – 31 Oct 2020

THEMATIC & REVIEW OUTLET STAR GUIDE

Impression 112% 0% Impression 481% 0%

Reach 181% 0%
Reach 209% 0%

Video views 113% 0%

Click 63% 37%
Engagement 118% 0%

Session 103% 0%
Click 118% 0%

Session 121% 0% Conversion 88% 12%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Delivered Remaining Delivered Remaining

Overall, all of our campaigns is on track.

• With thematic campaign & Review outlet: At the end of September, we hit all the KPIs and the Video View campaign will still run until
the end of October to increase more impression & have a higher frequency
• With Star platform: We optimize click by increase budget & bidding in order to increase traffic to website & maximize conversion.
 WEBSITE VISIT
Thematic Campaign – R&F

Thematic Campaign – Traffic

Thematic Campaign – Coccoc Masthead

Star Guide - Traffic

From 12th May, till 31st Session: 96,960

October, we get Bounce Rate: 61.36%
Page per visit: 1.97
(*) Data Source:
GA tracking from Sapporo Summer Campaign from 12th May to 31st October 2020
 WEBSITE VISIT

Website visit per month

35000 90.00%

82.46%
30351 80.00%
30000 76.35% 76.80%

69.36% 70.00%
24911
25000
60.00%

20000 50.00%

15000 14153 39.83% 40.00%

13229
30.00%
10000 24.82%
7990
6326 20.00%

5000
10.00%

0 0.00%
May June July August September October

Session Bounce Rate

(*) Data Source:
GA tracking from Sapporo Summer Campaign from 12 th May to 31st October 2020
 WEBSITE VISIT

DETAIL BY MEDIA CATEGORY

160,000 100%
95% 142,113
140,000 91%
95% Bounce rate around 95% because
91%
90% our landing page need user
120,000 registration, it hard for user to take
85%
next actions.
100,000
80%

80,000 66% 75%

Coccoc Masthead have highest
bounce rate because main objective
60,520 70%
60,000 of this channel is used to build
65% awareness.
40,000
24,277 60%
Star guide campaign have highest
20,000
9,174 9,284 55% media investment to create member.
3,133 4,888 2,718
0 50%
So, it contribute highest Click &
Thematic Campaign – Thematic Campaign – Thematic Campaign – Star Guide - Traffic Session.
R&F Traffic Coccoc Masthead

Click Session Bounce rate

(*) Data Source:

GA tracking from Sapporo Summer Campaign from 12 th May to 30th September 2020
 WEBSITE VISIT CONTENT BY MEDIA CATEGORY

Star Guide Recruit

Star Guide Recruit 4500 3963 120.00%
3760 90.97%
4000 98.05%
35000 100.00% 100.00%
95.21% 3500
84.35%
95.36%
3000 2608 80.00%
90.28% 90.00% 2500 22732189
30000 29454 2000 1816 60.00%
1500 41.34% 1233 40.00%
80.00% 1000 25.11%
20.00%
500 10.51%
25000 70.00% 0 0.00%

60.00%
20000
50.00%
15000
40.00%

10000 30.00%

20.00%
5000 10.84%
2549 1817 10.00%

0 0.00% User Bounce rate

Đăng ký tài khoản | Sapporo Star Guide Sapporo Star Guide
Sapporo Star Guide

User Bounce rate

(*) Data Source:

GA tracking from Sapporo Summer Campaign from 12 th May to 31st August 2020
 WEBSITE VISIT BREAKDOWN

User visit Traffic Source

80,000
71,448 User Bounce Rate
70,000 70,000 100.00%
60,000 90.00%
60,000
80.00%
50,000
50,000 70.00%
40,000 60.00%
40,000
30,000 50.00%
30,000 40.00%
20,000
20,000 30.00%
10,000 6,486 20.00%
2,624 10,000
405 347
0 10.00%
Others Social Direct Referral Organic
Search 0 0.00%
Facebook Coccoc (direct) Zalo Google

User visit

Almost traffic come from Facebook because it’s main source of our campaign. Beside that, we had contributed by CocCoc and direct
source. Bounce rate from Facebook and CocCoc are high because we run media with reach objective, focus on video view and
awareness.

(*) Data Source:

GA tracking from Sapporo Summer Campaign from 12 th May to 30th September 2020
 WEBSITE VISIT BREAKDOWN

USERS BY DEVICE

Website traffic almost come from mobile device.

Tablet 1,093
Optimize web page for mobile device for good
quality.

Desktop 14,188
We should have more content on Star Guide website
to optimize bounce rate of website.

Mobile 63,705

0 10,000 20,000 30,000 40,000 50,000 60,000 70,000

Users

(*) Data Source:

GA tracking from Sapporo Summer Campaign from 12 th May to 31st August 2020
 WEBSITE VISIT BREAKDOWN

70000 100.00%
60000 90.00%
80.00%
50000 70.00%
40000 60.00%
50.00%
30000 40.00%
20000 30.00%
20.00%
10000 10.00%
0 0.00%

Pageviews Bounce rate

(*) Data Source:

GA tracking from Sapporo Summer Campaign from 12 th May to 31st October 2020
THEMATIC CAMPAIGN MEDIA
THEMATIC CAMPAIGN DELIVERY
Duration: 12nd May 2020 – 30th September 2020

THEMATIC CAMPAIGN
STATUS
Delivered Remainder

Reach &
100% 0% Completed
Frequency

Traffic 100% 0% Completed

Run from
Thruplay 100% 0%
Aug - Oct

Coccoc 100% 0% Completed

In Thematic campaign:
• Facebook - R&F & Drive traffic to Landing page ended & we achieved the KPI for these 2 group. Next step, we will customize to
retargeting for Star guide website
• Facebook – Thruplay aired on 6th Aug and run to end of Oct to maintain views for TVC
• Coccoc banner is aired & ended on 9th Jun
CAMPAIGN DELIVERY
A
ud
ie REACH BY PLATFORM REACH BY DEVICE REACH BY FORMAT
nc
e Instagram
Ne 2.2%
tw
or
k
12
.7 Desktop; 8.3%
%
Photo
Facebook Mobile App ; 39%
Audience Network
Desktop Photo
Instagram
Mobile Web Video
Vide
o;
61%

Fa
ce Mobile App; 91.1%
bo
ok
85
.1
%
The campaign is delivered in diverse group of
placements in Facebook, Instagram & Audience Mobile is the most effective device Over 60% of total audience
Network. Mostly audience reached was from to reach audience, especially was reached by Video
Facebook with the figure over 80%. Mobile App.
 TOP CONTENT – R&F
• In thematic campaign, good performance (Engagement, Click,…) is proved by
creative contents, which results in the high level of priority, higher reach &
impression.
• We have created totally 8 photos (4 product KVs & 4 talent KVs), 10 videos.
TOP REACH PHOTOS TOP REACH VIDEOS

Main KV – 1:1 Main KV – 2:3 Main KV – 16:9 iTVC 30s – 1:1 iTVC 15s – 1:1 3 bước rót bia 30s –
1:1
Impression 1,986,488 Impression 353,444 Impression 263,282 Impression 1,770,453 Impression 1,288,884
Reach 482,304 Reach 194,626 Reach 152,992 Reach 497,408 Reach 464,511 Impression 901,396
Frequency 4.12 Frequency 1.82 Frequency 1.72 Frequency 3.56 Frequency 2.77 Reach 389,632
Thruplay 14,305 Thruplay 8,975 Frequency 2.31
Thruplay 16,825
Original iTVC video 30s is the best in terms of reach.
Main KV is the best performance photo. Size 1:1
Size 1:1 is the optimal ratio because it can adapt to all devices &
has the best result, followed by 2:3
placements. Overall, the “3-step pour” 30s video has the best VR
%
TOP CONTENT – CTW

TOP LINK CLICKS PHOTOS TOP LINK CLICKS VIDEOS

Product KV – 1:1 Product KV – 4:5 Product KV – 2:3 iTVC 15s – 1:1 iTVC 30s – 1:1 iTVC 30s – 16:9
Link Click 176 Link Click 140 Link Click 134 Link Click 15,375 Link Click 6,902 Link Click 464
CTR 0.08% CTR 0.09% CTR 0.08% CTR 6.19% CTR 5.42% CTR 6.60%

• Video posts in our CTW campaign contribute more link clicks than photo posts.
• Size 1:1 has the best performance in both photos & videos.
TOP CONTENT – THRUPLAY

TOP 3 STEP POUR VIDEOS TOP iTVC VIDEOS

3 step 10s – 1:1 3 step 30s – 9:16 3 step 15s – 9:16 iTVC 15s – 16:9 iTVC 15s – 1:1 iTVC 30s – 1:1
Thruplay 97,868 Thruplay 839 Thruplay 115 Thruplay 30,432 Thruplay 25,498 Thruplay 7,557
VR 73.2% VR 93.3% VR 86.5% VR 74.7% CTR 78.3% CTR 92%

• In total of Thruplay campaign, we achieved total over 250,000 views and about 75% view rate.

• The 10s 3-step video in 1:1 size has the highest view rate ( about 100,000 views), however, the 30s 3-
step view rate is over 90%.
OUTLET CAMPAIGN MEDIA
OUTLET CAMPAIGN DELIVERY
Duration: 22nd May 2020 – 31st Oct 2020

REVIEW OUTLET CAMPAIGN

STATUS
Delivered Remain

Brand awareness 132% Done

Thruplay 100% Done

Post engagement 102% Done

• We have aired 22/24 posts (cancel 2 posts of Yen Sushi – Xuan Thuy), equivalent
100% of total content.
• In overall, we hit all KPIs of Brand awareness, Thruplay & Engagement.
OUTLET CAMPAIGN PERFORMANCE
ENGAGEMENT BY GENDER
THRUPLAY BY GENDER

29%
35%

65%
71%
ENGAGEMENT BY AGE THRUPLAY BY AGE
4% 7%

Female Male Female Male

96% 93%

25-34 35-44 25-34 35-44

The same as Engagement performance, people in group 25-34s
People in group 25-34s are more likely to view posts more than others, especially Male.
engage with posts, especially Male. However, video posts might be better to attract female (35%
KPI in Thruplay vs 29% KPI in Engagement.)
OUTLET POST PERFORMANCE

REVIEW POSTS MINIGAME POSTS

Galbi Thế giới bia The Gangs Galbi Thế giới bia The Gangs

Impression 166,636 Impression 83,637 Impression 27,117 Impression 168,899 Impression 96,443 Impression 203,581
Reach 123,168 Reach 54,352 Reach 23,207 Reach 150,593 Reach 76,031 Reach 158,912
Frequency 1.35 Frequency 1.54 Frequency 1.17 Frequency 1.12 Frequency 1.27 Frequency 1.28
Engagement 1,465 Engagement 1,012 Engagement 100 Thruplay 8,760 Thruplay 3,074 Thruplay 10,696
ER 0.87% ER 1.2% ER 0.36% VR 5.18% VR 3.18% VR 5.25%
OUTLET POST PERFORMANCE

REVIEW POSTS MINIGAME POSTS

Zamba Beer Phổ Đình Vitamin Beer Zamba Beer Phổ Đình Vitamin Beer

Impression 93,197 Impression 178,344 Impression 77,652 Impression 42,072 Impression 18,261 Impression 2,188
Reach 66,672 Reach 130,752 Reach 51,536 Reach 31,680 Reach 14,596 Reach 1,855
Frequency 1.40 Frequency 1.36 Frequency 1.51 Frequency 1.33 Frequency 1.25 Frequency 1.17
Thruplay 1,521 Thruplay 6,733 Thruplay 1,686 Engagement 1,512 Engagement 969 Engagement 343
VR 1.63% VR 3.77% VR 2.17% ER 3.59% ER 5.3% ER 15.6%
OUTLET POST PERFORMANCE

REVIEW POSTS MINIGAME POSTS

KADOHACHI AQUILA BEER TAKUMI KADOHACHI AQUILA BEER TAKUMI

Impression 44,826 Impression 56,892 Impression 66,516 Impression 19,675 Impression 29,156 Impression 13,020
Reach 31,674 Reach 45,902 Reach 48,176 Reach 10,875 Reach 20,868 Reach 8,588
Frequency 1.41 Frequency 1.24 Frequency 1.38 Frequency 1.8 Frequency 1.40 Frequency 1.52
Thruplay 8,527 Thruplay 6,454 Thruplay 5,912 Engagement 1,085 Engagement 1,005 Engagement 814
VR 19.02% VR 11.34 % VR 8.8 % ER 5.51 % ER 3.44 % ER 6.25 %
OUTLET POST PERFORMANCE

REVIEW POSTS MINIGAME POSTS

M SUSHI & GRILL SHAMOJI ROTABA YAKI M SUSHI & GRILL SHAMOJI ROTABA YAKI

Impression 28,577 Impression 29,483 Impression 7,752 Impression 15,011

Reach 25,216 Reach 25,592 Reach 6,088 Reach 12,560
Frequency 1.13 Frequency 1.15 Frequency 1.27 Frequency 1.20
Thruplay 4,431 Thruplay 5,585 Engagement 408 Engagement 302
VR 15.5% VR 18.94 % ER 5.26 % ER 2.01 %
STAR PLATFORM
Recruit member for Star platform activities
 STAR PLATFORM DELIVERY

STAR GUIDE CAMPAIGN

Traffic Ad Lead Ad
280% vs KPI

Verified lead 2,312 2,171

108% vs KPI

Lead 2,600 2,796

• Drive traffic to Landing page campaign started on 22 May 2020, Lead campaign started on 10 Jun 2020.
• We run campaign 100% time & achieved 108% KPI about Conversion*

=> The confirm rate of Traffic Ads is slightly higher than Lead Ads while Lead Ads gain more lead than Traffic
Ads

* Conversion: registration for star guide member

* Verified conversion: Confirmed OTP
 STAR PLATFORM PERFORMANCE – TRAFFIC CAMPAIGN
Duration: 22 May 2020 – 31 Oct 2020

Tổng hợp
  Tặng 2 ly beer Voucher Tiki TOTAL KPI % Achievement
2 chương trình

Location HCM HN Other HCM HN Other HCM HN Other

Click 10,638 10,123 19,430 34,191 38,137 3,558 13,517 16,272 1,062 146,928 142,105 103%

Session 6,019 4,951 5,671 13,367 13,464 5,644 4,658 4,769 1,977 60,520 56,842 106%

Lead 2,600 3,000 87%

Verified Lead 2,312 1,080 214%

• “Tiki Voucher” has the

highest click & sessions.
 We retarget the verified leads
with Banner “Tiki Voucher” to
attract user, make them have
more intent to buy product
STAR PLATFORM PERFORMANCE – TRAFFIC CAMPAIGN
Duration: 22 May 2020 – 31 Oct 2020

TRAFFIC FROM PROMOTION

16,000

14,000

12,000
• The number of session came
10,000 from Tiki Voucher content is
higher because we pause the “2
8,000 free glasses of beer per week”
content
6,000

4,000 • Hồ Chí Minh users is more

attracted to our “2 free glasses
2,000 of beer per week” ads
0
TẶNG 2 LY BIA VOUCHER TIKI TỔNG HỢP CHƯƠNG TRÌNH

Hồ Chí Minh Hà Nội Other

 PERFORMANCE – TRAFFIC CAMPAIGN
Duration: 22 May 2020 – 31 Oct 2020

Source: Facebook Business Manager Source: Google Analytic Source: Star Guide Report Source: Star Guide Report
146,928 Clicks 60,520 Sessions 2,600 Leads 2,312 Verified Leads
OTP input Landing
Facebook Ads Landing page Verified lead
page
Link:
https://www.sapporo-starguide.com/vi_VN/account/verify-phone
STAR FLATFORM PERFORMANCE – LEAD ADS CAMPAIGN
Duration: 22 May 2020 – 31 Oct 2020

Tổng hợp
  Tặng 2 ly Beer Voucher Tiki Total KPI Achievement%
2 chương trình

Lead 531 1,402 90 2,023 2,000 10%

Verified Lead 1,585 520 304%

 PERFORMANCE – LEAD ADS CAMPAIGN
Duration: 22 May 2020 – 31 Oct 2020
Source: Facebook Business Manager
2,023 Leads
Facebook Ads
Source: BCM Webhook Source: Star Guide Report
1,965 Success Data 1,585 Verified Leads
OTP input Landing
BCM Webhook Verified lead
page
Link:
https://www.sapporo-starguide.com/vi_VN/account/webhook/verify-phone
After user submit lead
form, their information
will be sent to BCM
Webhook. Then we will
send them the OTP, and
also filter the users
who's their phone/email
are already registered,
mark as failed and not
send them the OTP.
 NEXT STEP

• For Thematic Campaign:

o Campaign R&F ended on 6th Aug.
o Campaign Thruplay aired from 6th Aug and still on track.
o Campaign Traffic to website Star Platform is revised to retargeting star guide member to redeem Tiki code & join next
promotions.

• For Review Outlet, media will follow to promote posts until 31st Oct, maximize views & engagement.

• For Star Platform, free 2 Glasses of beer promotion ended on 13 July 2020 so we focus all media budget for Tiki
promotion. Although this promotion haven’t attractive enough for user, we still get enough lead vs lead time
THANK YOU
APPENDIX
 OVERVIEW MEDIA PERFORMANCE
Duration: 12 May 2020 – 31 Oct 2020

Delivered

Remain

75% 25%

Thematic Campaign & Review Outlet Star platform

Metric
KPI Delivered Delivered (%) KPI Delivered Delivered (%)
Impression 12,003,748 12,316,389 102.6% 6,052,632 29,112,322 480%

Unique Reach (Unduplicated) 1,000,312 1,541,923 154% 1,729,323 3,613,150 208%

TA Pool 2,000,000 9,000,000

Estimated % Reach 50% 77% 154% 19% 40% 210%

Frequency 12.0 7.99 66.5% 3.5 8.06 230%

Views 895,455 1,011,635 112% - - -

Engagement 8,695 10,217 117% - - -

Click 31,216 41,567 133% 242,105 151,356 62.5%

Session 12,486 15,135 121% 56,842 57,731 101%

Conversion - - - 5,000 4,387 87.7%

 THEMATIC CAMPAIGN DELIVERY
Duration: 12 May 2020 – 31 Oct 2020

  Buying Unit Planned Quantity Achievement % Achievement Status

Facebook - Reach & Frequency 1k Impression 8,181,818 9,880,070 120% Completed

Facebook - Thruplay Views 15s 190,000 256,755 135% On going

Facebook - Drive traffic to Landing page Click 26,316 28,429 108% Completed

Coccoc - Magnetic Masthead Video Banner 1k Impression 1,400,000 1,401,172 100% Completed
 OUTLET CAMPAIGN DELIVERY
Duration: 12nd May 2020 – 30th September 2020

  Buying Unit Planned Quantity Achievement % Achievement Status

Facebook – Brand awareness 1k Impression 800,000 1,060,919 133% DONE

Facebook – Thruplay Views 15s 40,000 40,091 100% DONE

Facebook – Post engagement Engagement 7,895 8,063 102% DONE

 STAR PLATFORM DELIVERY
Duration: 12 May 2019 – 30th Jun 2020

Estimate Expected KPI Actual Delivered

Objective
Verified Confirm Verified
Imp. Reach in Target Frequency Click Session Conversion Confirm rate Imp. Reach in Target Frequency Click Session Conversion
Conversion rate Conversion

Drive traffic to
Landing page
& RMKT (if
3,552,631 1,184,211 3 142,105 56,842 3,000 36% 1,080 30,402,270 3,280,800 9.27 146,928 60,520 2,600 89% 2,312
any)

Mess Ads/Lead
Ads
2,500,000 1,000,000 2.5 100,000 / 2,000 26% 520 2,637,574 806,548 3.27 13,802 / 2,796 78% 2,171

* Conversion: registration for star guide member

Verified conversion: Confirmed OTP