Case Study
Total Campaign Impact of Consumer Health
Our client wants to see how UGCs and PGCs affect customer journeys and when the moment of truth for Vitamins & Dietary Supplements (VDS) consumption arrives.
Total Campaign Impact (TCITM)
through Short Form Streaming Network Micropointing
Our client wants to see how UGCs and PGCs affect customer journeys and when the moment of truth for Vitamins & Dietary Supplements (VDS) consumption arrives. Our client now has two gummy vitamins products and wants to know how these customers can convert to them, as well as how to overcome the primary triggers and barriers that may impact brand success.
TCITM augments customer journey in consuming VDS products and brands to address multiple levers.
To understand how consumers think about the vitamin and what they want from consuming vitamin from the exposure of social media campaign.
To understand the VDS journey, from the first time users consume the VDS until now, as well as how their interactions with social media influence their behavior and attitudes.
To evaluate the 360° brand campaign performance, particularly for selected competitors brand, as well as the impact of KOLs in consumers purchase journey.
To find out how the campaign impacts purchasing behavior at General-Trade and Modern-Trade.
For Marketing Team
Extracting hidden patterns of VDS consumption to help the team create new consumers’ motivation and need-states to increase consumption.
Versioning psychographics segmentation to increase penetration and building new strategies to create awareness.
For KOLs Talent Team
Mapping the KOLs performance based on engagement, views, and their ability to drive purchase intention.
Creating strategies for collaboration with different levels of KOLs to reach targeted views.
For GT/MT Commercial Team
Mapping the availability of selected brands in the area to be concerned by customers. Mapping the selected brands' visibility on the targeted MT and GT shops.
For CI/MI Team
Providing recommendations to potential consumer insights metrics that can be leveraged. Versioning new segmentation model and brand health tracking model.
The short form micropointing uses a sensor system in detecting, collecting, and analyzing targeted content in a short form streaming network
Penetrating multiple social media platforms
Getting audience insights from TikTok
Behavioral profiling and diagnostics
Setting communication styles and topics based on psychological expressions in comments and views from predetermined accounts, channels, or KOLs
Objectives and key results tracking
Measuring campaign effectiveness through primary data and consolidating them with the SOCMINT insights
User Behavior Model-Driven Data Architecture to help client do Versioning motivation and need-states matrixes
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