Digital Campaign Report

Goviral Indonesia

Campaign Framework

LaunchingPhase 3Phase 2Phase 1

Announcing Hisense as new Brand through social

media. Create digital activation called Hisense

Photo Contest

Community building at Hisense Forum, main

objective is to generate loyalty customers for

Hisense

Announcing about Hisense Launching schedule with

meme materials using #HisenseMeme

Create digital activation called Flash Sale and

spread opinion to create hype that Hisense

smartphone sold out on the launching event.

Campaign Activity

Photo ContestHisense photo challenge

foto.hisense.id

Forum HisenseHisense forum community

forum.hisense.id

Instagram HisensePic of the day

instagram.com/hisenseid

Campaign Activity

HiContest FinalistSpreading information about Hisense Photo

Contest Finalist #HisenseBaliGRATIS

Hisense MemeSpread information about

Hisense Launching Scheduled via meme

materials #HisenseMeme

Hisense LaunchingHisense launching, pre-order

#YukBeliHisense, http://bit.ly/1OqdVHp

Campaign Objectives

Conclusion

HiContest competition didn’t reach the campaign objective to spread the world about Hisense Pureshot Camera. Why? Because users don’t have experiences to try the device.

• Set brands position and create awareness about brand new Hisense in Indonesian Market.

• Hisense Community development on Forum and Social Conditioning. • Spread the world about Hisense Pureshot Camera via HiContest.

• Drive traffic to Hisense online store. • Increase Hisense smartphone pre-order sales on brands launching. • Brands position maintenance

Hisense Photo ContestWe spread the information about Hisense Photo Contest on Twitter using Twitter Buzzers, such as anonymous account, personal account, celebrity tweet account, etc. User can participate the contest at http://foto.hisense.id

We delivered about 51,236 users to landing pages. Data based on Bitly

Around 8,000 photos uploaded from 2,983 participate users

Only 10 users picked as a Hisense Photo Contest Winner

Budget Allocation: Rp. 66,035,524.00

Hisense Photo Contest Buzz Sample

@DJ_Yasmin | one of Best DJ Of The Year Paranoia Awards 2013 -Best female DJ oty Paranoia Awards 2011 -#7 REDMA http://www.soundcloud.com/dj_yasmin

@_widikidiw_ | Her name is Widy Nichlany and she is a vocalist at Vierratale Band. Born in 1990 https://twitter.com/_widikidiw_

@ZonaFotografi | an anonymous twitter account that focusing on Photography. Its followers demography are suitable for the Hisense Photo Contest https://twitter.com/ZonaFotografi

Hisense ForumWe spread the information about Hisense Forum to built an Android Smartphone community and the objective is to get loyal customers. People can join the forum at http://forum.hisense.id

We delivered about 106,013 users to forum landing pages. Data based on Bitly

Around 7,632 users registered and 3,957 posts created.

Our social conditioning team develop forum topics and keep the forum active

Budget Allocation: Rp. 94,910,445.00

Hisense Forum Buzz Sample@fadjroel | Summa Cum Laude! CEO PT Pedoman Group @Veritas_LawFirm @PedomanNEWS Komisaris PT Persada Sokka Tama. #SaveRI #OTSUSKalimantan https://twitter.com/fadjroel

@TweetRAMALAN | The LARGEST ASTROLOGY in the WORLD. Check Official Instagram: @Tweet_RAMALAN https://twitter.com/TweetRAMALAN

@AreaARIES | Kamu berzodiak Aries Yuk Follow @AreaAries Meberikan Ramalan soal #Kesehatan #Asmara #Karir & #Keuangan ^^ https://twitter.com/AreaARIES

Click Demography Forum Hisense

http://bit.ly/forumhisense

0

10,000

20,000

30,000

40,000

7864124681,384

4,768

36,644

Indonesia United StatesIsrael SingaporeSweden Others

http://bit.ly/forumhisense2

0

12,500

25,000

37,500

50,000

5782566301,543

7,131

48,296

Indonesia United StatesIsrael SingaporeMalaysia Others

This demography data explains that Bitly didn't count BOT/FLOOD TRAFFIC in their reports.

As client’s assume there several traffic come from China to Hisense Forum

Hisense Social ConditioningCreate content or article about Hisense and spread the information through online forum. Campaign objective is to create hype, promoting and also showcasing Hisense Brands and products in forum.

68 forum thread created until 17 September 2015. (We will deliver the rest on 22 September 2015)

Generate 665 forum replies and 43,016 forum views from 3 months activities.

Goviral develop around 63 Positive Sentiment about Hisense in social media.

Budget Allocation: Rp. 45,000,000.00

Instagram @HisenseIDDrive people to @HisenseID Instagram Account page. Objective to increase @HisenseID Instagram account followers. http://bit.ly/IGHisense

We delivered about 25,567 users to @HisenseID Instagram pages. Data based on Bitly

Around 2,656 followers increased

@HisenseID Instagram account become place to spread information about Hisense Photo Contest

Budget Allocation: Rp. 24,681,643.00

@HisenseID Instagram Buzz Sample

@popokman | a famous celebrity tweet (CelebTweet) also a creative blogger. https://twitter.com/popokman

@FebryMeuthia | Once sportscaster & tv producer. This account may contain advertorials & mild language. Viewer discretion is advised #disclaimer https://twitter.com/FebryMeuthia

@TwitFAKTA | Kumpulan fakta yg akan di share tiap harinya. GRATIS TIS TIS TIS!! https://twitter.com/TwitFAKTA

#HiContest FinalistCampaign objective is to spread the information about #HiContest Finalist and drive people to follow #HisenseBaliGratis on Twitter

Conversations created around 469 conversations. Data based on Topsy.

Trending Topic Indonesia generated by @enjoykuis for #HisenseBaliGratis

Tweet exposure reached around 34,272,973 exposures and 1,190 engagements. Data based on Goviral platform

Budget Allocation: Rp. 13,329,218.00

#HiContest Finalist Buzz Sample

@AryMozta | There are details to admire in everything, and there are stories to tell behind them. I'm just here to share what I see https://twitter.com/AryMozta

@DiskonToday | an anonymous account about discount information. https://twitter.com/DiskonToday

@GadgetGaul | Obrolan ringan dan seru seputar sisi humor, sosial dan psikologis pengguna gadget di Indonesia. https://twitter.com/GadgetGaul

Hisense MemeCampaign objective is to spread the world about Hisense launching schedule. Campaign strategy is focusing on jokes and meme materials. #HisenseMeme

Conversations created around 1,822 conversations. Data based on Topsy.

Goviral developed 34 creative meme content. only 10 meme approved.

Tweet exposure reached around 12,031,362 exposures and 2,390 engagements. Data based on Goviral platform

Budget Allocation: Rp. 8,585,000.00

Hisense Meme Buzz Sample

@TrollComicIndo | the biggest anonymous twitter account for meme mania on Twitter. https://twitter.com/TrollComicIndo

@MemeComicIndo | the big anonymous twitter account for meme community on Twitter. https://twitter.com/MemeComicIndo

@MemeCOMIK | His real name is Baro Indra. Bitch please! i'm fabulous | *Le Me Forever Alone | New Book: *Le Me Gagal Move On https://twitter.com/MemeCOMIK

Hisense LaunchingCreate activation called Flash Sale and spread the information through Trending Topic on Twitter using #YukBeliHisense. Campaign objective is to create opinion that Hisense is always sold out on the launching event

Conversations created around 136,106 conversations. Data based on Topsy.

Generate 22,585 clicks inbound to landing page

How much pre-order generated on Hisense Launching?

Budget Allocation: Rp. 49,665,301.00

Hisense Launching Buzz Sample

@indrabektiasli | TV presenter, Sony Music Singer, Female Radio Announcer, MC, owner INBEK Entertainment, https://twitter.com/indrabektiasli

@apriliokevin | Part of Vierratale Band. Focusing on Trading and Son of Addie MS & Memes https://twitter.com/apriliokevin

@radityadika | Seorang pencerita dalam berbagai macam medium: buku, film, dan digital. Next project: film SINGLE. Segera di bioskop. https://twitter.com/radityadika

Hisense Trending Topic

#HisenseIDQuiz Tweet: 4,064 Total audience: 1,587,537 Impressions: 64,930 Follower increase: 432

#YukBeliHisense Tweet: 136,106 Total audience: 32,359,112 Impressions: 542,8187 Follower increase: 209

#HisensePureShot Tweet: 11,381 Total audience: 9,581,336 Impressions: 91,657 Follower increase: 399

Date: 08 August 2015 Theme: Quiz Prizes: Cinema Ticket

Date: 09 September 2015 Theme: Launching Activation: Flash Sale

Date: 23 August 2015 Theme: Quiz Prizes: Cellular Voucher

AchievementKPI Achieved

Click delivered: • Photo Contest - 51,236 • Forum - 106,013 • Instagram - 25,567 • Flash Sale - 22,585

Social media account follower: • Hisense Twitter Follower - 5,786 • Hisense Instagram Follower - 2,656

Trending Topic Indonesia: • 09 Sep - #YukBeliHisensePureShot • 08 Aug - #HisenseIDQuiz • 23 Aug - #HisensePureShot

5,786 @HisenseID

Twitter Follower

205K Clicks Traffic

Achieved

2,656 @HisenseID Instagram Follower

3 Trending

Topic

Photo Contest KPI Click is not achieved • Problem occurred because the Ramadhan Session. • Holiday Session

Exit point delivered : • Switch click quota for Photo Contest to Hisense

Forum. • Convert to 4,000 Twitter follower for @HisenseID

Problems / Issue Occurred

#YukBeliHisense failed TTI on launching • Link that included on tweet is defined as spam by

Twitter

Exit point delivered : • Remove link from tweet and change the hashtag to

#YukBeliHisensePureShot

@HisenseID Twitter Account following statistics

@HisenseID Twitter Account follower statistics

0

3000

6000

9000

12000

Jan Feb Mar Apr May Jun Jul Aug Sep

@HisenseID Twitter Account tweets statistics

@HisenseID Twitter Stats

@HisenseID Instagram Account following statistics

@HisenseID Instagram Account follower statistics

0

1250

2500

3750

5000

Jun Jul Aug Sep

@HisenseID Instagram Account tweets statistics

@HisenseID Instagram Stats

Popularity on SocialBakersHisense ranks twentieth (20th) in the popularity list of Brands in SocialBakers

@BlackBerryID | Blackberry Indonesia

@LumiaIndonesia | Lumia Indonesia

@OPPOIndonesia | Oppo Indonesia

1st

2nd

3rd

@HisenseID | Hisense Indonesia20th

…….. …….. ……..

Competitors Analysis

LG G4 Launching13,397 conversations about #LGG4 generated. Key message about the

advantages of LG G4 camera is delivered successful.

Lenovo Tab Launching11,475 conversations about #LenovoTab generated. Key

message about the advantages of Lenovo Tab high spec low price is

delivered successful.

Campaign Cost

Hisense Instagram 9%

IDR 270M

Hisense Forum 35% 5% Contest Finalist

24% Hisense Launch

3% Hisense Meme Photo Contest 24%

Goviral Indonesia Ciputra World One,  DBS Bank Tower Level 28  Jl. Prof. Dr. Satrio Kav. 3 - 5  Jakarta 12940 Phone: 021 2988 8411  Fax: 021 2988 8201 Email: sales@goviral.bz www.goviral.id

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