Media Mix KPI

Vũ Thế Anh
Account Director
Ureka Media
INTRODUCTION
UNDERSTANDING MEDIA KPI
There are two basic approaches to evaluating Media KPI
DIVERSITY OF MEDIA
PURCHASE
INFLUENCES

1
Compare media in terms of
how effectively they reach
and influence the
consumer
Approaches:

2 Link media to purchase using Market

Mix Modelling (MMM)
Sometimes “single source” data (e.g.
retailer loyalty card) can also be
used
UNDERSTANDING MEDIA KPI
Media KPI: Media KPIs are understood as all indications of the effectiveness of the media channel in
reaching and influencing consumers

BUSINESS
MEDIA KPI RESULTS

X
WHAT IT

BUSINESS KPI MARKETING KPI COMMUNICATION KPI MEDIA/CAMPAIGN KPI

Changes in Business Changes in Behaviors Changes in Mind

• Sales • Penetration • Brand Awareness • Reach

• Share • Frequency • Key Attributes • Frequency
• Growth • Consumption Awareness • Cost per reach
• Profit • Loyalty/Choice • Creative Quality • CPM
• Communication • eCPM
Awareness • ….
• Media Booking
Effectiveness
TABLE OF CONTENT
LESSON 1: UNDERSTANDING MEDIA MIX
LESSON 2: HOW TO START WITH MEDIA KPI
LESSON 3: FRAMEWORK, PRINCIPLES & BENCHMARKS
LESSON 4: TRADITIONAL & ACTIVATION KPI
LESSON 5: DIGITAL KPI
LESSON 6: SUMMARY
LESSON 1: UNDERSTANDING
MEDIA MIX
MEDIA MIX

TRADITIONAL DIGITAL ACTIVATION

TRADITIONAL MEDIA

TV PRINT AD OOH RADIO

TV - TELEVISION

VTV

Cab TV

Province

International
PRINT
Newspapers

Magazines
OOH – OUT OF HOME (OUT DOOR ADVERTISING)
Noted: OOH is understood as the advertisements outside of consumer’s home: cinema, frame in building, airport…

Billboard Frame/Digital/LCD

Bus Personal Vehicle

RADIO

Radio Channel

Radio Apps
DIGITAL MEDIA
PROMOTED BRAND CONTENT
ORGANIC ADVERTISING/MEDIA/PR
ü Pay Per Click
ü Shares, Likes
ü Display Ads
ü Mention
ü Paid Influencers
ü Review
ü Paid Content
ü Reports
ü Promotion
ü Testimonial EARN PAID ü Social Media Ads
ü WOM
ü SEO
MEDIA MEDIA

SPONSORED AD BRAND ASK FOR SHARE

OWN
MEDIA

CONVERGED MEDIA
BRAND CONTENT
ü Website/Microsite
ü Fanpage/Group
ü Twitter
ü Instagram, Pinterest, Flickr
ü E-com Platform
ü Video Channels
ü Blogs
ACTIVATION

PR Sampling Event Direct Consumer

Marketing / Promotion
CRM
ACTIVATION - PR
Corporate Objective Key stake holders Key activities
communication
functions Primary Secondary

Brand PR Driving sales, Brand Consumers Customers/Partners, Brand PR campaigns,

building Journalists Social communications

Internal Internal consensus Employees Families, Customers Town hall meetings,

communications building Newsletters, Occasional
events, Gifts

Corporate Social Brand building, Driving Communities Partners, Regulators, Events, CSR campaigns,
Responsibilities (CSR) business (Consumers) Journalists CSR annual reports

Media relations Brand building, Crisis Journalists Experts Press releases, Press
management conferences, Media
brief

Government relations & Regulatory Regulators Journalists, Experts Lobbying efforts

Regulatory affairs compliance, Meeting
social expectations
ACTIVATION - SAMPLING

1. Sampling face to face

2. Sampling Door to door
ACTIVATION - EVENT

1. Business & 2. Government Events, 3. Community, No- 4. Consumer

Corporate Events Civic Events profit Events Events

Customer Conference Convention Fundraising Product Launch

Press Conference National Festival Social Activities Tournament
Ground Breaking Environment day Contest
Grand Opening Walking day… Entertainment, Music
Gala Dinner show
Festive Event
Trade show, Exhibition
Fashion show...
ACTIVATION - DIRECT MARKETING

• SMS Marketing
• Tele-sales
• Direct Selling
• CRM / Relationship Marketing
(quản lý nhóm khách hàng trọng
yếu, khách hàng VIP: gửi email tin
nhắn, quà sinh nhật, …)
• Door-to-door
ACTIVATION - CONSUMER PROMOTION

• Discounts
• Coupon (phiếu giảm giá)
• Bonus Points
• Refunds
• Gifts
• Quantity Deal
• Samples
• Contest
• Lucky Draw
• Instant Draws
TRADITIONAL VS DIGITAL DIGITAL MEDIA CREATE A NEW WAY TO DELIVERY
MESSAGE TO ONLINE CONSUMER

TRADITIONAL DIGITAL

TV PRINT AD OOH RADIO LAPTOP PC TABLET / MOBILE

I ONLY HEAR, NOW I CAN

I AM A I AM AN
VIEW AND LIKE, SHARE,
AUDIENCE USER
READ COMMENT

ONE WAY TWO WAY

LESSON 2: HOW TO START WITH
MEDIA KPI
How to start with Media KPI?
LIPTON – DIGITAL

Lipton China 2009

Chinese New Year

• Brand: Lipton
• Type: Viral Campaign
• Channel: Digital
• Year: 2009
• Market: China
AXE - PRINT

Axe India
“Call Me”
Gold award winner in Asia Amet Media
Excellence Awards

• Brand: Axe
• Type : IMC campaign
• Channel: Print Ads
• Year: 2014
• Market: India
KITKAT - OOH

For the launch of the famous brand's

"Have a Break" campaign in Colombia,
the brand installed billboards that
would vibrate when people leaned
against them, providing passers-by with
a quick, stress-reducing massage.

• Brand: Kit Kat

• Type: Viral
• Campaign: Have a break
• Channel: OOH
• Year: 2014
• Market: Colombia
BITIS – MUSIC VIDEO

• Brand: Bitis
• Type: Music Video Campaign
• Campaign: Relaunching
• Channel: YouTube, PR, Social
• Years: 2017
Music Video • Market: Vietnam
NGOI SAO PHUONG NAM- TVC & Viral Video

Music Video • Brand: Ngoi sao Phuong Nam

• Type: Music Video + TVC
• Channel: YouTube, PR, Social
• Year: 2018
• Market: Vietnam

TVC 30s
SUNSILK - VIRAL VIDEO + MOBILE APPS

• Company: Unilever
• Brand: Sunsilk
• Type: Viral Clip + Mobile Campaign
• Channel: YouTube, PR, Social, Zalo
• Year: 2014
• Market: Vietnam
LESSON 3: FRAMEWORK, PRINCIPLES &
BENCHMARKS
GENERAL RULES OF MEDIA MIX KPI

Prince Princess
GENERAL RULES OF MEDIA MIX KPI

Reach the •
•
Unique Reach
Unique User
target • Unique Click/View
audience • Frequency

BRAND Influence •
•
Remember
Think/Feel
AUDIENCE
them • Do: Action-taken

Be • Cost Per Reach

cost-effective • Cost Per ‘000
• Conversion
GENERAL RULES OF MEDIA MIX KPI
•Traditional typically includes lots of measures similarly to reach (Rating and GRP for TV, readership for Print, traffic
for OOH, listeners for Radio, etc.).
•Activation typically measures reach by exact people an activity can directly reach (people attending an
event, samples delivered, etc.).
Reach •Digital typically includes lots of measures of reach (“Unique reach,” “Unique clicks,” “Impressions,“ “Views,”
“Clicks,” “Visits,” “Unique users” etc.).
•Stick with the best measure that’s available to you (e.g. “Unique reach”).
•The fundamental thinking is to work out how many people can actually be reached (vs. all the other channels)

•There are many methodologies to calculate influence, depending on the types of media used in campaigns,
and the types of research you have.
•Media Report by Media Agency: answer the question “how effective is media planning”, by providing SOS,
SOV, Competitor GRP, etc.
•Link Test by KMB: answer the question “how effective is creative work”, such as brand recall, message recall,
message appeal, meaningful, different, purchase intent, etc.
Influence •Social Listening Report: volume buzz, sentiment score, brand association in social media
•Press Clipping / PR Report: paid / earned media, booking / pitch articles, keyword association in articles.
•Digital in general: see next slide.
•All other feedback or forms of feedback collected during Activation.
•Most Important: Brand Health Tracking, answers most of the questions about Brand Awareness, Brand Equity,
Key Attributes, Brand Funnel, Communication Effectiveness, etc..

Cost-effective •Use fully-loaded reach cost/’000 as a common currency

GENERAL RULES OF MEDIA MIX KPI
Influence /
Fit to audience Reach-cost vs. target
Engagement
Question How effectively is our audience Does it do this cost-effectively?
Can this channel reach enough of our
influenced by this channel (once it has
target in a reasonable timescale?
reached them)?
•% of audience reached by channel
within timeframe •Self-reported data •Reach cost per ‘000 of target
Lead metrics
•Unique reach •Expert assessment benchmarked vs. TV audience (vs. specific target for the
•Demographic profile of target •MMM ROI task if possible)
reached
•Interactions
•Time spent
•Unique clicks •Click through rate (CTR)
•Impressions •Video views •Average Cost per click
•Views •Completion rate (video) •Cost-per-unique response
Sub-ordinate •Clicks •Repeat visitors •Cost-per-conversion / lead
metrics •Visits •Application downloads •Cost-per-visitor minute
•Unique users •Game plays
•Frequency •[Note that measures of “Share” like
•Unique user click Through Rate pass-on n can also be taken as
measures of “Influence /
Engagement”]
TV PRINCIPLES
REGIONS & STATIONS BALANCE REACH, FREQUENCY &
Consider media planning by regions (by
stations): do we need to push sales in the
BUDGET
North? Is our target mainly in the South? Estimate media weight based on: Category
Spending, Competitor Spending, Category Reach
Curve, Complication of the Ad Message (how many
times to understand), Importance of the campaign
(major / minor launch, maintain, defend).

ALWAYS MIX 30S & 15S OPTIMUM VS MINIMUM PLAN

For best Share of Voice (SOV) on Share If conditioned, always go for the optimum plan.
of Spend (SOS) ratio. Remember the Else, at least matching the minimum plan. Never run
roles of 30s and 15s? a TVC below that threshold.

PROGRAM RATING & DAYPART

RELEVANCE Are we booking prime-time slots? or The time that
our target is watching
Is it relevant to our target audience? Is it
good enough? Does it match with our
brand proposition?

POSITION IN BREAK (PIB)

If conditioned, are we in Top 3? How many percent
committed?
PRINT PRINCIPLES

KNOW YOUR READERS PUT IN RELEVANT CONTENT & CONTEXT

Why / When / How / What they read? Right content, in right publication, at right section

PICK PUBLICATION THAT SUITS REVIEW FINAL PRINT-AD IN ACTUAL

YOUR TARGET AUDIENCE MOCK-UP CONTEXT
Consider print titles, its media strength, publishing
region, circulation

PUSH FOR CREATIVE PRODUCTION

RADIO PRINCIPLES
REGIONS & STATIONS TYPE OF VOICES
Consider media planning by regions (by
Consider the types of voices: single, conversation
stations): do we need to push sales in the
North? Is our target mainly in the South?

PROGRAM
Is it relevant to our target audience?
DURATION Is it good enough? Does it match
with our brand proposition?

WEEKDAY/DAYPART
Are we booking prime-time slots? or The time that
our target is watching
OOH PRINCIPLES

LOCATION FORMAT MESSAGE PRODUCTION/CREATIVE

• Traffic/ Traffic Jam • High-level • Single-Minded • Legibility

• Surrounding Area • Street Furniture • Focused - Color contrast
• Context-aware • Transit • Given that you only have 7 - Choice, size & style of typeface
• Visibility • Digital Frame seconds, use no more than 7 • Durability
• Angle Vision words. Concentrate on the • Maintenance
• Viewing height differentiator. • Few words
• Where the advertising is seen • Large Creative -> get attention
• Who will be seeing it • Single, dominant, “stopping-
• What they are likely to be power” key visual
doing at the time • Ads size
DIGITAL MEDIA PRINCIPLES

PLATFORM CREATIVE TARGETING TRACKING &

CONSUMER MEASUREMENT
JOURNEY Web Think Demographic
Cookies Code
Awareness Fanpage Feel Behavior
UTM Builder
Engagement Video Do Retargeting
Tracking System
Mobile Apps Data Insight
Conversion Third Party Tracking
Advocacy/
Loyalty

Deliver Objectives Fit with chosen ABC Right targeting:

platform Attention Right time
Branding Right people
Call-to-action Right place
Right message
ACTIVATION PRINCIPLES

1. INVITE 2. EXPERIENCE 3. AMPLIFY

Maximize awareness, attract A motivating & meaningful Drive the EXPERIENCE to achieve a
consumers to join EXPERIENCE experience for consumers that reflects greater impact with a bigger amount of
stage brand essence & meet objectives audience

CREATE AWARENESS
AN AMAZING EXPERIENCE SELECT KEY CHANNELS TO
Using multiple media tools & channels for
announcement of invitation, creating a AMPLIFY
sense of occasion Creative idea for the “hook”, bring
brand freshness to consumers. The most Continue to build brand values by
CREATE MOTIVATION important part marketers make strongly WOW larger audience group.
judgement over the proposal • Balance CPM / cost-per-reach
• Tease a creative hook of the • Must leverage various digital
experience & other appealing Unique – Engage - Feasible platforms to amplify
activities
• Tease delivery of gifts
• Tease appearance of the Celebrity
“How much does
100k buy?”
Cost benchmarking across channels – “How much does $ 100k buy?”

20 Spots 30s 8 full page 2 years OOH 750 spots on Rush

Code C12 on 16 ½ full page on booking on Hours in HN &
VTV3 Heritage highway to Noibai HCM.
Airport

1-2 Consumer 60 PR Articles on 1,000,000 20,000,000 View on Youtube

Event Vnespress Click banner 25, 000,000 View on Facebook
50 bài PR Articles on on Digital
Dantri
 LESSON 4: MEDIA MIX KPI IN
TRADITIONAL MEDIA & ACTIVATION
TV

RATING
The average number of audience (of your
target audience) every second that can
see a program, an ads type. (by %)

REACH
The percentage of people in your target
audience who can see your ads (by %)
REACH OTS GRPs
OTS
The number of times your target audience
can see your ads

GRPs
Gross rating points
 LOCAL AWARENESS ADS
TV
SHARE OF SPEND (SOS) SHARE OF VOICE (SOV)

Brand A’ spend: 7.2 $ mln Category spend: 24 $ M Example:

▪ Reach in May = 60 :60% people in your target audience

Total category
can see your advertising in May
= 24
▪ OTS = 3+ : These 60% people can see your
advertising at least 3 times in May

▪ Your GRPs in May = 60 * 3 = 180

Brand F Brand E Brand D

Brand C Brand B Brand A

Brand A’ spend (7.2) Your GRPs (180)

SOS = = 30% SOV = = 50%
Total category spend (24) Total category GRPs (360)
TV LOCAL AWARENESS ADS
REACH
• Number of people the plan can reach
• Number of spots vs plan

SOS • SOS / SOV

- By Location
A - Spill-over rate: SOS / SOV
- %PIB: how many spot on top 3

SOV INFLUENCE
• Avg Frequency/OTS

COST-EFFECTIVE
• Optimum GRP
A<1 A=1 A>1 • Not spend more than reach curve
• Discount Rate

1 WHERE TO FIND: Most of the cases, if you book

through a Media Agency, you could ask for a
Media Report.
Better ROI
 LOCAL AWARENESS ADS
PRINT

REACH INFLUENCE COST EFFECTIVE READERSHIP

Number of Pub Unique URL Cost Per Reach By Region

Number or Circulation Conversion/Action from (000) By Target
Unique URL Audience
By Pub Titles
 LOCAL AWARENESS ADS
OOH

REACH INFLUENCE COST EFFECTIVE

(TRAFFIC)
Traffic Flow Unique URL Cost Per Reach
Traffic Speed Conversion/Action from (000)
Traffic Direction Unique URL
 LOCAL AWARENESS ADS
RADIO

REACH INFLUENCE COST EFFECTIVE

Number of People can Unique Hotline Cost Per Reach

reach the Radio Ads by (000)
Region
 LOCAL AWARENESS ADS
SAMPLING

REACH INFLUENCE (TRIAL) COST-EFFECTIVE

Traffic Reach what % of consumers claimed
(CONVERSION)
Samples Delivered to try the sample?
% of people who will convert
Consideration
to purchasers instore
Cost per conversion
 LOCAL AWARENESS ADS
EVENT

REACH INFLUENCE COST-EFFECTIVE

Total of event participant
(CONVERSION)
Target Audience
% of people who will convert
% Participant/Invitation
to purchasers instore
(FEEDBACK) (POST-EVENT EFFECT)
Cost per conversion
Positive feedback PR Articles
Negative Feedback Review
Discussion
Video Record
View..
 LOCAL AWARENESS ADS
PR

REACH INFLUENCE COST-EFFECTIVE WHERE TO FIND DATA

• Number of posts: • The number of positive / • % Share of Voice: Total number of Press all clipping heads for tracking and
• Number of bookings / press negative / neutral posts posts on the brand /Total article on analysis
briefing / KOL • Top brand association: What the industry • Taken from the ad rates, which usually
• The amount of pitch / earned are the top keywords • General mention of the brand in have a readership information
media / KOL shares are shared associated with brand the industry • Follow up from journalists attending the
attributes? Is it true that the • Earned media value press conference
keywords were originally set? • The amount of pitch / earned • Requires PR Agency to provide information
• Readings, likes, shares, media / KOL shares are shared on paid media
discussions • Earned media / paid media ratio • Use social network tracking tools for
integrated tracking, analysis
• Request social listening Agency provides
earned media data
ACTIVATION KPI
Brand activation is expensive in Cost Per Reach, ensure the pilot is effective
before scale-up, especially involve very new ideas & new channels

Reach Influence Cost-Effective

Number of Direct Contacts (samples, • Attitude/reaction/feedback • Cost-per-reach
SMS, households, etc.) of target audience • Trial purchase
Number of Target audience • Express brand • Repeat purchase
role/value/message
LESSON 5: MEDIA MIX KPI IN
DIGITAL MEDIA
DIGITAL KPI METRICS
PROMOTED BRAND CONTENT
ORGANIC ADVERTISING/MEDIA/PR
ü Pay Per Click
ü Shares, Likes
ü Display Ads
ü Mention
ü Paid Influencers
ü Review
ü Paid Content
ü Reports
ü Promotion
ü Testimonial EARN PAID ü Social Media Ads
ü WOM
ü SEO
MEDIA MEDIA

SPONSORED AD BRAND ASK FOR SHARE

OWN
MEDIA

CONVERGED MEDIA
BRAND CONTENT
ü Website/Microsite
ü Fanpage/Group
ü Twitter
ü Instagram, Pinterest, Flickr
ü E-com Platform
ü Video Channels
ü Blogs
DIGITAL KPI METRICS - PAID MEDIA
Paid media: banner ads, mastheads, viral clips, email, facebook ads…
Paid KPIs can be tracked using Third Party Tracking & Agency

REACH INFLUENCE COST-EFFECTIVE

Reach Impression Video view / Open Click Video Time CTR/VTR Engagement CPM CPC CPE CPV
Trueview rate Watch

Number of Number of Similar to The percentage Number of Average Click/View Cost per Cost per Cost per Cost per
Like
people who displays of a Impression, but of number of people click time spent through miles click engagement view
Share
can see the web banner/ for videos opened emails on a link watching rate Comment
ads over total a video
ad on a web Action
page number of
emails sent

1000
DIGITAL KPI METRICS - OWNED MEDIA
Owned media: websites, microsites,…

Owned KPIs can be tracked using Google Analytics

Traffic Overview
Reach = Traffic
Owned KPIs Traffic Source
Influence =
Engagement
DIGITAL KPI METRICS - OWNED MEDIA
Owned KPIs – Reach/Traffic
Traffic overview KPIs

Session User (Unique visitor) Pageview

A period of interaction An individual person Is counted
between a browser browsing a website every time a
and a website. page on the
Closing the browser or website loads
staying inactive for a
specific time period
ends the visit
DIGITAL KPI METRICS_OWNED MEDIA
Owned KPIs – Reach/Traffic
Traffic overview KPIs
DIGITAL KPI METRICS_OWNED MEDIA
Owned KPIs – Reach/Traffic

Traffic source KPIs

Referral traffic Social traffic Search traffic Direct traffic

Visitor arrives via another Visitor arrives via Visitor arrives via Visitor arrives directly
site (excluding social social search engine
sources)
DIGITAL KPI METRICS_OWNED MEDIA
Owned KPIs – Reach/Traffic

Traffic source KPIs

DIGITAL KPI METRICS_OWNED MEDIA
Owned KPIs – Reach/Traffic

Traffic source KPIs

DIGITAL KPI METRICS_OWNED MEDIA
Owned KPIs – Reach/Traffic

Traffic source KPIs

Look at Demographics to check if incoming traffic (Reach) is aligned with target audience
DIGITAL KPI METRICS_OWNED MEDIA
Look at New vs Returning to check if % new users (Reach) has gained during campaign.
DIGITAL KPI METRICS_OWNED MEDIA
Owned KPIs - Influence/Engagement

Positive correlation Negative correlation

Page per session Time on Bounce rate

site/Session
Duration
The average number of The amount of time The percentage of a given
pageviews in each visitors have spent on a page’s visitors who exit
session website without visiting another
page on the same site
DIGITAL KPI METRICS_OWNED MEDIA
Owned KPIs – Influence/Engagement
DIGITAL KPI METRICS_OWNED MEDIA
Owned KPIs - Engagement
DIGITAL KPI METRICS_EARNED MEDIA
Earned KPIs
Earned media: social, forumseeding
Earned KPIs can be tracked using Third Party Tracking

General Search Social Social Listening Thread discussion Other WOM

• Paid vs Earned • Branded • Fans • View • Direct Traffic

• Buzz Volume
• Comment Increase
Shared Search Terms • Followers • Total Mention
• Organic Views Volume • Subscribers on other
• Ranking • Shares channels
• Review
DIGITAL KPI METRICS_SUMMARY

Owned Earned
Paid KPIs
KPIs KPIs

Reach/Traffic Influence/
Engagement
▪ Impression ▪ Sessions ▪ Fan/ Followers
▪ Video views/ ▪ Users ▪ Page persession ▪ Post reach
Paid views ▪ Page view ▪ Time on site ▪ Views Organic
▪ Open rate ▪ Bounce rate ▪ Thread view/
▪ Click ▪ Referral traffic Article
▪ Click-through rate ▪ Social traffic ▪ Thread discussion
▪ Search traffic ▪ Review
▪ Direct traffic ▪ WOM
 LOCAL AWARENESS ADS
KOLs/Hot Fanpage

REACH INFLUENCE COST EFFECTIVE SHARE OF VOICES

Total number that the post can Like Cost Per Reach The number of times that users
reach Comment (000) mention to brand compare to
Impression Share other competitors
Organic Reach Video View
Paid Reach Link Click
LESSON 6: SUMMARY
GENERAL RULES OF MEDIA MIX KPI

Reach the
target
audience

BRAND Influence AUDIENCE

them

Be
cost-effective
LIPTON

How much of the target audience was reached?

Was this cost-effective?

Reach
• 46 million unique
(‘000s)
visitors
• 23 million greeting
sent / received

5.4 • Total cost €247k

Reach
cost (RMB 2,130,000)
10.6
(€ per • Total cost applied to
‘000) both visitors &
greetings
PRINT
Axe India
“Call Me”

Gold award winner in Asia Amet Media

Excellence Awards

How much of the target audience was reached?

Was this cost-effective?

Reach
(‘000s) • The number
attracted 4.5 million
Metric: calls
Calls

• Costs for mobile

20.3 activation element:
Reach cost €91k (54 Lacs)
(€ per ‘000) • Assume TV etc. do
job for Axe brand in
own right
PRINT

• 2,700,000 calls in a month, exceeding initial

expectation of 1,000,000
• 500,000 wake-up alarm requests
• 30,500 hay axe man ringtone downloads
• 4.4 Million calls with over 40% repeat callers -
highest voice data response generated by
and brand in India and Asia
• Brand registered 60% jump in revenue while
category was growing at 50%
• Brand appeal improved by 5%
• Purchase consideration by 2%
Viral Video + Mobile Apps
• Sunsilk became the only FMCG brand to rank on the Top
5 Zalo Page with 100K+ followers.
• A total 67% out of the Sunsilk target audience (6/9mn) on
Zalo was reached within 1 month.
• Approximately 2,500 engagements per feed on Sunsilk
Zalo Page
• Over 75K photo submissions, 32K Chibi drawings created
• Over 2mn Sticker Downloads, 260K Chibi stickers used per
day
• Over 600K Views on YouTube + ZingTV within 1 month.
• Within the campaign period, the brand’s market share
increased as well in Top 4 Cities, resulting in 1,108,300
MORE bottles sold!
• The loyalty volume increased by +4.6% in top 4 cities (well
above our target of +1%)
• Overall, the campaign contributed to an impressive sales
Link YouTube: https://youtu.be/KDcPd-W4GqA
growth of 22% in 2014.
• Already SHORTLISTED in MMA SMARTIES GLOBAL AWARDS
2015 & MMA SMARTIES APAC AWARDS 2015
Digital Campaign

• 2 MV in YouTube Trending 21 days in a row

• MV to return of Soobin Huangshan is in the
chart of Zing 6 months in a row.
• Only MV Going Back has generated 1.7
million social interactions, of which brand
mention is more than 10%.
• Reach 300% of sales in just 7 days.
• No. 1 Youtube Ads Leaderboard Tet 2017
• Asia's Best Media Campaign Award, Best
Music Video Use of Video at the PR Asia Awards 2017
THANK YOU