Marketing campaign planning& execution

Everyday there are various kinds of marketing campaigns coming out. Evaluation of the result of these campaigns becomes a must. In the internet era, timely feedback from target audiences of these campaigns is possible. On the other hand, timely tracking of campaign performance can help marketers adjust the communication and execution plan in the middle of the campaign. CIC’s Execution service helps brands to evaluate consumer feedback regarding campaign, product, trend, sentiment, hot topics, community performance, etc. We also help our retainer clients build a campaign profile pool and set the norms of various measurements.

Case Study:
L’Oreal Paris: When launching a new skin care product, L’Oreal Paris leveraged online communities for a series of promotions. CIC did an IWOM campaign tracking review for this new product. In this research, we found that consumers were highly motivated to participate in the campaign and discuss this new product, covering its 3 unique selling points. Further more, after the campaign ended, buzz volume of the new product remeined steady and even increased a little, which suggested a better performance of this campaign compared to previous ones.  

Related Links：

The IWOM marketing in the digital world – insight from Meizu’s official BBS (CN)
Marketing in Olympic season(CN)
The new launched e-commerce shop of Shaolin Temple and IWOM(CN)
Olympic buzz analysis – KAM model(CN)