Nguyen Phuong Dung

INNITY VIETNAM

Nguyen Phuong Dung

INNITY VIETNAM

AGENDA

1. Background Information1. Background Information

2. Concept Idea2. Concept Idea

3. Digital Activation3. Digital Activation

4. Results4. Results

5. Discussions and Conclusions5. Discussions and Conclusions

• PRODUCT: Pepsi Cola Drinks

• COMMUNICATION MESSAGE:

”Rước trọn tứ linh, Nghinh xuân như ý”

Background Information

”Rước trọn tứ linh, Nghinh xuân như ý”

• TARGET AUDIENCE: Young people at the Age of 15-29 years old: Youthful, modern, fun & exciting, new experience seeking.

• CAMPAIGN OBJECTIVES: – Embrace traditional TET(Lunar New year) values in a Pepsi

way

– Get the direct response from Pepsi consumers and make the best wish to them during Tet holiday 2009 through Online

Background Information

the best wish to them during Tet holiday 2009 through Online activities.

• CAMPAIGN PERIOD:

18th December, 2008 to 20th January,2009

• 4 LIFE ANGLES• 4 LIFE PASSIONS

• Dragon - Success • Unicorn - Luck • Tortoise - Health • Phoenix-Happiness

Concept Idea

BUILD 4 STORIES – RELEVANT – CONNECTED BUILD 4 ROOMS FOR USERS TO EXPERIENCE/

EXPRESS/ LIVE & DEMONSTRATE THEIR PASSIONS

A microsite URL: www.pepsiworld.com.vn

• Online activities (horoscope, flower growth, karaoke…)

Standard banners

Digital Activation

Rich media banners

ATTRACT

ENGAGE

• Online activities (horoscope, flower growth, karaoke…) to introduce 4 Creatures

• Weekly prize and Grand prize of a campaign will be rewarded

• Viral tool using Pepsi Widget to send/receive E-card

Digital Activation

Inform and Attract users to the Microsite by running:

• Rich media banners (Demo)

• Standard banners (Demo)

The CTR of rich banner is impressive – 1.69%Results – Rich banners - 1

Date Publisher Impression Visitors Frequency Clicks CTR

18 Dec - 31 Dec

Kenh 14 1,695,057 275,390 6.16 32,179 1.90%

23 Dec - 31 Dec

Mp3.Zing.vn 12,278,817 2,728,580 4.50 39,286 0.32%

24 Dec - 12 Vietboom.com 2,830,074 261,503 10.82 10,322 0.36%

24 Dec - 12 Jan 09

Vietboom.com 2,830,074 261,503 10.82 10,322 0.36%

25 Dec - 11 Jan 09

Nghenhac.info 1,673,276 301,325 5.55 82,759 4.95%

27 Dec - 12 Jan 09

Anhso 1,958,768 265,823 7.37 173,087 8.84%

27 Dec - 12 Jan 09

Diendanlequydon 2,022,184 239,560 8.44 41,097 2.03%

Total /average 22,458,176 4,072,181 6.00 378,730 1.69%

Marketers like to know

Date Publisher Impression Visitors Total Interaction interaction rate

18 Dec -31 Dec Kenh 14

1,695,057 275,390 64,703.00 3.82%

23 Dec -31 Dec Mp3.Zing.vn

12,278,817 2,728,580 2,809,554.00 22.88%

2,830,074 261,503 181,074.00 6.40%

Results – Rich banners - 2Actual impression

24 Dec -12 Jan 09 Vietboom.com

2,830,074 261,503 181,074.00 6.40%

25 Dec -11 Jan 09 Nghenhac.info

1,673,276 301,325 347,362.00 20.76%

27 Dec -12 Jan 09 Anhso

1,958,768 265,823 665,790.00 33.99%

27 Dec -12 Jan 09 Diendanlequydon

2,022,184 239,560 638,296.00 31.56%

Total /average 22,458,176 4,072,181 4,706,779 20.96%

Standard banner

Publisher Impressions Visitors Frequency Total Clicks CTR

Thanh nien * 35,870,275 1,456,370 24.63 4,963 0.01%

Results – Standard banners

Ngoisao 42,775,767 - - 4,581 0.01%

24h.com.vn 1,785,735 - - 2,684 0.15%

Yeah1 - - - 4,955 -

vnexpress 32,966,963 - - 7,412 0.02%

yahoo 3,443,795 - - 59,756 1.74%

5,000.00

10,000.00

15,000.00

20,000.00

CPM

, CPC

40.00

60.00

80.00

100.00

120.00

140.00

CPR

Results – Cost Effectiveness Rich banners

0.00

5,000.00CPM

, CPC

0.00

20.00

40.00

CPM CPC CPR

CPM 18,671.94 4,570.96 3,914.21 13,618.79 6,867.20 7,434.41

CPC 983.56 1,428.65 1,073.19 275.35 77.71 365.81

CPR 114.93 20.57 42.36 75.63 50.60 62.76

Kenh 14 Mp3.Zing.

vn Vietboom

.com Nghenha

c.info Anhso

Diendanlequydon

Results – Cost Effectiveness - Standard banners

5,000.00

10,000.00

15,000.00

20,000.00

25,000.00

0.00

5,000.00

CPM CPC

CPM 1,658.76 493.74 14,399.8 0.00 1,601.60 20,891.8

CPC 11,988.7 4,610.35 9,580.58 2,421.80 7,123.58 1,204.01

Thanh nien

Ngoisao24h.com

.vnYeah1

vnexpress

yahoo

Results - Microsite-Pepsiworld.com.vn

In 3 weeks: • 154 thousand Visits and Half a million of page-views • Users spent ~ 3 minutes/visit and ~3.3 pages/ visit

Results - Microsite-Pepsiworld.com.vn

In 3 weeks:Online campaign attracted ~ 130 thousand people

•A widget - an application for members to log in, send/receive e-cards.•Statistics:Members: 487E-cards sent: 4,488

Results – Widget Microsite

E-cards sent: 4,488Downloads: 508Total Pageviews: 6,572Bounce Rate: 34.81%Avg. time on site: 6min 34secNew visits: 66.49%Has been used: 1,537 times

• Rich media banners have attracted more interactions and clicks than standard banners

• The campaign has met the KPI Target of PEPSICO.

• Which data are the most important to assess the success of a campaign?

DISCUSSIONS AND CONCLUSIONS

success of a campaign?– Impression and Click (Beginner)

– Unique visitor and Interaction (Advanced)

– Cost efficiency (CPM, CPC, and CPR – Cost per Reach)