Results and Effectiveness

The campaign reached 5.6 million unique users with more than 20 million impressions. Engagement rate jumped by more than 100% from 5.1% to 12.5%. There was 604k total engagements and 23k users were engaged on a daily basis. The fanbase grew by 44k within a fortnight and today stands at 475k. The engagement of the fans with the campaign was evident as the last call-for-invite video for the next trip got more than 700 registrations through comments. The Click-Through-Rate of the campaign was 200% more than the industry CTR, which shows the massive interaction of the fans with the campaign.

Creative Execution

The campaign had three distinct phases – the buildup, the livefeed and ending with a bang. Reinvigorating the FB fanpage was priority because of a shoestring budget and the marketing objective. The media tasks were implemented by using various FB solutions. During the buildup, the CaféViet roadtrip guys as daring, witty and confident was introduced by a homepage sustaining video. This was followed by a target block video reaching out en masse to the target audience informing them about the start of roadtrip. The livefeed phase started after this. Videos of the guys on the road were posted live on the wall and pushed through self-serve ads asking for fan feedback and helping peak engagement and interactivity. In the last phase, another target block video was pushed out inviting people to join for the next roadtrip. The media scheduling, consisting Facebook self-served & reservation media, ensured optimum reach and engagement.

Insights, Strategy and the Idea

Nescafe Café Viet has a very strong Facebook community. It reached around 260k fanbase in a short period and was one of the most engaged pages in Vietnam. The brand connected to the young Vietnamese males who are daring, witty and confident. But in the first part of 2014 we found the engagement dwindling. The fanbase needed to be re-engaged with the message of Café Viet as “Strong Coffee for Strong Men” strongly associated with the communication. An analysis of all the FB posts showed a strong skew among the fanbase towards biking, travel and adventure. The campaign was thus designed to integrate these ideas with Café Viet’s brand promise also associated with it. The objectives were to boost the engagement rates, increase the fanbase and actively involve the community with the campaign.