Summary
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[Purpose]:
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All content was being distributed in the form of Paid Placement (PPL) advertisements. In South Korea, consumers prefer organic contents than paid ad contents
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Therefore, to appeal to Korean consumers, an execution plan for viral advertising were developed, which focuses in generating fake organic contents
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[Result]:
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Revealed that executing viral marketing alongside influencer marketing, SNS marketing, and seasonal promotions generated the best synergistic effect, making the results more pronounced.
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The adopted data tracking framework measured the KPI called Media Value, which helps to calculate the cpc cost depending on the media and content format
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[Contribtion & Role]:
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Campaign manager over viral marketing campaign from planning, execution, and reporting end to end
Situation
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All content was being distributed in the form of Paid Placement (PPL) advertisements. In South Korea, consumers prefer organic contents than paid ad contents
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Therefore, to appeal to Korean consumers, an execution plan for viral advertising were developed, which focuses in generating fake organic contents
Objectives
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Construct viral marketing strategy and execute
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Persude company’s headquarter to acquire the budget
Action
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Delivered competitor’s case studies of execution of viral marketing to internal team
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Execution of viral marketing campaign through Instagram, Naver, and Naver Cafe
Result
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Revealed that executing viral marketing alongside influencer marketing, SNS marketing, and seasonal promotions generated the best synergistic effect, making the results more pronounced.
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Operating it alone showed lesser viral effects, especially in the fashion sector, making it harder to see tangible results.
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The adopted data tracking framework measured the KPI called Media Value, which helps to calculate the cpc cost depending on the media and content format
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For instance, not everything should be evaluated based on CPM alone; an overall MEDIA VALUE calculation, including actual GMV, provided a more comprehensive report.
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Calculating the minimum CPC value based on the keywords published by each media was effective.
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Media Value of Impression = Impression * CPM/1000, Media Value of Views = Views x CPV, Media Value (Interaction) = Likes + Engagement * CPA
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Quality viral content does not guarantee better results rather trending contents with less qualtiy will guarantee better result
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Naver Cafe campaign generated a Pr Values 5.4 times the campaign cost.
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The spring-summer viral marketing campaign achieved a Media Value equivalent to 1.0 times the campaign cost.
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The pop-up viral marketing campaign resulted in a Media Value 1.4 times the advertising cost.
Feedback
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Finding and selecting the most suitable viral marketing agency consumed a significant amount of time, given the tight schedule. Communication skills and a proven track record were my top criteria for agency selection.
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It is crucial to obtain detailed performance screenshots from all media channels where the viral campaign was executed.
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Initial accurate budgeting, quotation, results, and clear KPI alignment with the agency were also vital.