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.