Campaign monitoring & report

Digital campaigns should be monitored and measured regularly to ensure the campaign OBJECTIVES & PLAN are being executed efficiently BEFORE, DURING and AFTER the campaign

Pre- Campaign

Use brand/category report or trendspotter report to understand current perception of the market about the brand versus its
competitors, the angles of customer discussion in order to prepare the upcoming digital campaign. Good for content creative, media placement and campaign KPIs determination.

On-going Campaign tracking

The purposes of conducting on-going
brand/campaign tracking project are:

- To track consumers’ reactions to the campaign (campaign buzz volume, topics of discussions,
sentiment, effective channels and content angle) in order to correct and refine campaign messaging and
strategy.
- To monitor the performance of the campaign in driving awareness for the brand and brand image and
meeting its social KPIs

Post campaign

The purposes of conducting post campaign review research:

- Review the performance of the whole campaign in driving awareness and brand image and meeting its social KPIs.
- Provide recommendation on what works and areas for improvement in terms of campaign tactics: effective channels and content angles.
- Compare the Brand’s campaign against competitors’ in terms of
effectiveness

Methodology

  • Live Dashboard Access
  • Real time detection and alert of potential crises
  • Understand fully about brand: share of voice, brand
  • Real time detection and alert of potential crises
  • Live Dashboard Access
  • Real time detection and alert of potential crises
  • Understand fully about brand: share of voice, brand
  • Real time detection and alert of potential crises

Our deliverables

Buzz volume of Campaign

Number of mentions and discussion trend in all platforms, channels, media (owned, paid & earned).

  • Buzz drivers? How much buzz contributed to the brand volume?
  • Share of voice (SOV) compare with competitors’ campaigns.
  • Brand placement: Percentage and volume of brand impression in total campaign buzz

Campaign sentiment

Sentiment about campaign and how campaign bring Positive buzz for the brand. Identify Positive and Negative aspects about campaign/brand/product and how customers sentiment about brand/product changes before, during and after campaign.

Brand resonance

How the campaign resonance to the brand essence, positioning, message. How the message are communicated and how user response to the message (sentiment).

Media and channel performance

Top sources and channels with volume, engagement rate, sentiment rate,… Demographic of audiences who engaged in campaign on facebook.

Key opinion leaders performance

Identify the key opinion leaders that fostered the most proliferation of campaign message.

Media and channel performance

Top sources and channels with volume, engagement rate, sentiment rate,… Demographic of audiences who engaged in campaign on facebook.

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