Campaign

Preserving Quintessence – Modern Connection

Brand

Bao Ngoc Mooncake

Success Story

• Increased brand awareness and Mid-Autumn mooncake product line.
• Drove more visits and order purchases on the landing page.
• Achieved high engagement rates across social media channels.

Background & Objectives

For the launch of its 2023 mooncake collection, Bao Ngoc needed a communications strategy with a differentiated message in the market to boost revenue and reinforce its brand position. The diverse range from traditional to modern mooncakes aimed to cater to various customer segments.

Novaon Digital’s Implementations

• Deployed across multiple channels: Facebook, Google, YouTube, TikTok, PR, Seeding.
• Increased brand recognition and affinity for Bao Ngoc’s 2022 mooncake products.
• Developed a media strategy to support sales activities, raise awareness on e-commerce channels, and drive sales with order commitments.
• Crafted a communications strategy centered on the campaign message: “Gifting Heartfelt Love” (Conveying the care from the bakers, like a gift sharing love with family, partners and friends…).
• The highlight of Bao Ngoc’s 2022 Mid-Autumn campaign: Purchases on the landing page offered big discounts; the page allowed customizing greeting cards which Bao Ngoc would print and include with the product box.

Campaign

Celebrating Mid-Autumn Festival With Phoenix Box

Brand

Dai Phat Mooncake

Success Story

• Increased website traffic and product searches.
• Achieved expected sales figures across branches.

Background & Objectives

Dai Phat aimed to enhance recognition for the Phoenix Box 2021 during the Mid-Autumn Festival. To achieve this goal, Novaon Digital collaborated with the brand to implement a comprehensive communication strategy, encouraging customers to shop at branches nationwide and boosting website traffic.

Novaon Digital’s Implementations

The campaign was conducted on 2 platforms: Google and Facebook with the following categories: GDN, Google Search, Google Shopping & Discovery, YouTube Instream, Facebook Page Post, Facebook Video View, Click to web, achieving specific results, meeting campaign objectives as follows:

1. Generated significant conversions during critical stages of the campaign: Notably with Google Search: Concluded the campaign with a conversion rate of 9.52% (showing growth over time), including 220 successful orders placed on the website. The Dai Phat Mooncake Brand Advertising Group achieved the highest conversion rate of over 25%, demonstrating the brand’s strong influence on user actions in the digital environment.
2. High brand recognition, attracting target customers interested in learning about the brand and products: Highlighted with GDN, Youtube Instream: GDN recorded a campaign CTR of 0.31% – a good CTR compared to FMCG industry averages. Youtube Instream, with a total of 3 Videos, achieved a total VTR of over 50% – a good VTR compared to the average of the Instream category.
3. Campaign messages effectively reached the target audience, attracting positive engagement and interest: Highlighted with Facebook categories: Utilizing diverse image content to serve various goals (engagement, increased video views, and website traffic), contributing to conveying the message to the right target audience during the Mid-Autumn Festival. Results included over 145,000 interactions, including 243 comments, nearly 7,300 page views, and almost 126,000 3-second views.