Internet Marketing Company Report 2017 Fall Part 2

© 2017, Internet Marketing, Professor Janghyuk Lee 11
Internet Marketing Cases
 This document compiles ‘Internet marketing cases’ conducted by Korea
University Business School undergraduate students in Fall semester of
2017.
 Each of company report includes following contents;
 A brief history of target company
 A summary of target company’s Internet Marketing activities
 Target campaign: description & performance
 References
 Open sources for internet marketing
 https://sites.google.com/site/janghyuklee/teaching-1/internet-marketing
Janghyuk Lee, Professor of Marketing
Dec 14, 2017

List: Part 2
 Part 1
 Blizzard Entertainment
 Riot Games
 Gucci
 Tag Heuer
 Rituals
 Part 2
 Cathay Pacific
 Korean Air
 UNICEF
 IKEA (Singapore)
 Puma (Korea)
 Mega Study (Korea)

Company Report
Hei Ting Hayton AU
haytonau@gmail.com

1. Company Introduction - History
 Hong Kong flag carrier, founded 1946
 Named by Farrell and de Kantzow
 Recorded HK$5 billion profit in 2000
 2011: 100th anniversary – HK aviation development, with related promotion campaign
 Acquired Dragonair in 2006, as a mean to further expand into mainland China
 Slogan: Life Well Travelled

1. Company Introduction-
Main Business Units

1. Company Introduction-
Main Business Units
First Class Business Premium
Economy
Economy
First Class Flex Business Flex Premium Economy
Flex
Economy Flex
First Class
Standard
Business Save Premium Economy
Standard
Economy Standard
Economy Save
Economy
Supersaver

1. Company Introduction –
Key Performance Indicators
Results (HK$ million) 2016 2015 2014
Revenue/(Loss) 92,751 102,342 105,991
Operating Profit (3,045) 4,463 2,409
Profit After Tax (3,363) 3,572 1,846
a) Revenue & Profit (2014-16)

1. Company Introduction –
Key Performance Indicators
b) Engagements in desktop & mobile web (May-Oct 17)

2. Internet Marketing Activities
 Communication
• Facebook - # of page like Cathay Pacific Airways: 1,676,338 Singapore Airlines: 3,372,600
• Youtube - # of subscribers Cathay Pacific Airways: 42,498 Singapore Airlines: 36,392
• Instagram – # of followers Cathay Pacific Airways: 382,000 Singapore Airlines: 678,000
• Twitter - # of tweets Cathay Pacific Airways: 23,600 Singapore Airlines: 46,000
# of followers Cathay Pacific Airways: 512,000 Singapore Airlines: 627,000
• Pinterest # of pin Cathay Pacific Airways: 240 Singapore Airlines: 2
• Blog # of posts: 159 (only Cathay Pacific Airways)
 Sales
cathaypacific.com – official site
hutchgo.com/ ctrip.com – 3rd party site
Cathay Pacific – Application for PlayStore
 Recent campaigns
• Campaign 1:
• Campaign 2:

 Facebook Page
Cathay
Pacific
Singapore
Airlines
page_like 1,676,338 3,372,600
Avg_like 45.34 2667.2
Avg_comment 2.13 50.32
Avg_share 4.16 74.68
 Main Posting
Ask for Participation
Tourist Attractions
Practical Information
Avg. is for postings from Sept – Oct 2017

 Youtube Channel
Cathay
Pacific
Singapore
Airlines
Subscriber 42,512 36,432
View 11,462,604 31,136,645
Avg_Pageview 25,554.9 5456.25
Avg_Like 29.4 78.5
Avg Comment 2.3 11.75
 Main Videos
Company Information TV Commercial
Campaign Explanation

 Instagram
Cathay
Pacific
Singapore
Airlines
post 869 1215
follower 382,906 678,832
like 5282.88 10,994.12
comment 33.25 88.05
 Main Postings
Off-line EventsProduct Advertising

 Twitter
Cathay
Pacific
Singapore
Airlines
Tweet 23,626 46,100
Follower 512,007 627,000
Account Like 3987 158
Retweet 2 4
Practical Information Tourist Attractions
Off-line Events

 Pinterest
Only tourist attractions are posted

 Sales – Official site
Air tickets are mainly sold through official and 3rd party sites. For official site,
customers can book flights by inputting their 1) departure/arrival dates 2) preferred
cabin class. Thus customers can adjust their dates of flight according to the fare table
shown on the next page.

 Sales – 3rd party site (e.g. hutchgo.com/ctrip.com)
There are numerous online platforms that enable customers to book flights
of Cathay Pacific. In particular, consumers nowadays become less loyal to
airlines. Their emphasis has shifted from brands to price-service ratios.
Therefore, instead of going for the official site, consumers prefer websites
that offer price comparisons among the airline brands.

3. Recent Campaign 1 -
Life Well Travelled Campaign
• Start: Jan 18, 2015
• Global Scale
• 60-sec clip conveying the meaning of
travelling in lives of different people
• Youtube Video (/TV)
Results (Jan-Feb 15)
• Google Trend “Cathay Pacific”:
Fluctuations between 76 to 100
• Youtube Daily/Total Views: Surge

Key Idea 1: Sympathy
 Videos took place in public area (e.g. metro, park etc.)
 Audience can resonate with the actor/actress
 Agree that travelling is an indispensable part of life -> linking Cathay Pacific to “life well travelled”

Key Idea 2: Concise
• Campaign videos are limited to 60s
• Netizens generally have low attention span
• Concise yet effective -> reinforce brand image

3. Campaign 1 Performance Measurement -
The change among pre/during/post campaign
Exposure
- Youtube
1. The no. of daily video views surges during the campaign.
2. Contrast to the rapid increase of total video views during the campaign, the total video
views of pre/post campaign are quite steady.
-> Most successful campaign over the years

Exposure
- Google Trend
No identifiable trend was found among pre/during/post campaign
Fluctuations between 76 to 100 in Jan-Mar 2015

The Sounds of Travelling Well Campaign
• Start: July 24, 2017
• Focus on Malaysia
• Combine thousands of audio
(travel) moments into a song
• Youtube Video (/Website)
Results (Jan-Feb 15)
• Google Trend “Cathay Pacific”:
Fluctuations between 76 to 100
• Youtube Daily/Total Views:
Short-term – surge
Long-tern – return to steady growth

Key Idea 1: Unique
 Combine the sound of different places into 1 video
 Artistic appeal: differentiate itself from other promotion video
 Gimmick: favorable for word-of-mouth (WOM) marketing
Malaysia
Hong Kong
Tokyo

Key Idea 2: Reinforce its Slogan (Brand Image)
 Theme of the video – The Sounds of Travelling Well
=> Slogan of Cathay Pacific – “Life Well Travelled”
 Successful Example: Intel – “Intel inside”

Exposure
- Youtube
During campaign (late July)
1. Daily Video Views: surge from ~3.5K to ~330K
2. Total Video Views: slightly increase, returns to steady growth in August

Exposure
- Google Trend
No identifiable trend was found among pre/during/post campaign
Fluctuations between 60 to 74 in late July 2017

3. Recommendation
 Interact with Netizens
 Reason: despite the large no. of Youtube views, the marketing campaign of Cathay Pacific
is not effective in terms of increasing the popularity of the brand (mile fluctuation in
Google Trend). Thus, a higher degree of engagement should be implemented in future
campaigns, in hopes of boosting customer loyalty towards the firm
 How to: on top of posting practical information/ tourist attractions, mini-games (w/
rewards) can be conducted on Facebook/Instagram
 O2O Events
• Reason: similar as above
• How to: organise offline marketing events (e.g. @Airports) that resonate with the theme in
the online videos – “life well travelled”
 Collaborate with KOLs
• Reason: similar as above
• How to: invite KOLs with high reputation to be the center of the campaign - leveraging
their popularity and large fanbase, it is used as a mean to stir up a buzz among the general
public (Buzz Marketing)

Reference (1)
 Marketing Channels
https://www.facebook.com/cathaypacific/
https://www.facebook.com/singaporeair/
https://www.instagram.com/cathaypacific/
https://www.instagram.com/singaporeair/
https://twitter.com/cathaypacific
https://twitter.com/singaporeair
https://www.youtube.com/user/cathaypacific
https://www.youtube.com/user/singaporeair
https://www.pinterest.com/cathaypacific/

Reference (2)
 Analytical Tools
SimilarWeb https://www.similarweb.com/
KeyHole keyhole.co/
Google Trend https://trends.google.com/trends/
SocialBlade https://socialblade.com/
 Marketing Campaigns
Life Well Travelled:
https://lifewelltravelled.cathaypacific.com/en/
https://www.youtube.com/watch?v=ykwTZjyqb8M
https://www.youtube.com/watch?v=lC3gHad4N5Q
https://www.youtube.com/watch?v=LU1TAcgnejA
The Sounds of Travelling Well:
https://soundsoftravellingwell.cathaypacific.com/
https://www.youtube.com/watch?v=xOvmOVi6DIE

Company Report
LEE Taejoon, taejoon30@naver.com

1. Introduction - Company Intro & Brief History
 The largest airline and flag carrier of South Korea based on fleet size,
international destinations and international flights.
 Founded as Korean National Airlines in 1946, and fully privatized in 1969.
 International division(including both passenger and subsidiary cargo)
serves 127 cities in 44 countries, while domestic division serves 12
destinations.
 It’s among the top 20 airlines in the world in terms of passengers carried
and is also the top-ranked international cargo airline.
 Mother company of the low-cost carrier called Jin Air.
 Official sponsor of the Pyeong-Chang Winter Olympics
 Slogan: “Excellence in Flight.”

1. Introduction – Main Business Units
Aircraft In service Passengers Capacity
First Business Economy Total
Airbus A330-200 8 6 24 188 218
Airbus A330-300 21 6 18 252 276
Airbus A380-800 10 12 94 301 407
Boeing 737-900 16 0 8 180 188
Boeing 737-900ER 6 0 12 147 159
Boeing 747-8I 10 6 48 314 368
Boeing 777-200ER 14 8 28 225 261
Boeing 777-300 4 6 35 297 338
Boeing 777-300ER 20 8 56 227 291
Boeing 787-9 4 6 18 245 269

1. Introduction – Key Performance Indicators
(1) Revenue & Profit (recent 3 years & future 2 years) (Billion KRW)
(2) Total number of passengers
2015 2016 2017 2018 2019
Revenue 11,545 11,732 12,320 12,896 13,210
Operating Profit 883 1,121 1,035 1,073 1,164
Profit After Tax -565 -565 519 556 631
 Korean Air’s growth in the
number of passengers has
been stagnated after the
appearance of the Low
Cost Carriers(LCC), but it
is showing high growth in
recent years, and is
expected to grow
consistently.

 Communication
 Facebook – # of page like Korean Air: 464,023 Asiana Airlines: 582,878
 YouTube – # of subscribers Korean Air: 10,046 Asiana Airlines: 8,578
 Instagram – # of followers Korean Air: 669,000 Asiana Airlines: 586,000
 Twitter – # of tweets Korean Air: 91,693 Asiana Airlines: 28,144
# of followers Korean Air: 244,446 Asiana Airlines: 431,198
 Kakaostory # of followers: Korean Air: No account Asiana Airlines: 12,209
 Pinterest # of pin: 425 # of followers: 196(Only Korean Air)
 Blog # of posts: 1277 (only Korean Air)
 Sales
kr.koreanair.com – Internet flight ticket reservation
skyscanner.com – Korean Air Low cost ticket reservation
Korean Air App – Application for PlayStore
 Recent campaigns
 Campaign 1: ‘나의 스페인行 티켓’ campaign
 Campaign 2: ‘Guesthouse France’ campaign

 Facebook Page
Korean Air Asiana
Page_like 464,023 582,878
Avg like 175.8 297.32
Avg comment 47.92 53.2
Avg share 20.64 37.48
Avg reward 0.08 0.24
Average is for 25 recent postings from 2017/11/28
 Main Postings
Products
Advertising
Questions
for participation
Reward
Events
Useful
Information

 YouTube Channel
Korean Air Asiana
Subscriber 10,064 8,595
View 21,354,674 18,732,839
Avg Pageview 7,510.6 251,522.24
Avg Like 2.28 36.76
Avg Dislike 0.2 1.68
Avg Comment 0 7.16
 Main Videos
Campaign
Explanation
TV Commercial
Company
Information
Off-line events

 Instagram
Korean Air Asiana
post 735 875
follower 669000 586000
like 794.96 872
comment 12.88 12.48
view 1716.36 1891.6
Average is for 25 recent postings from 2017/11/28 Main postings
Reward Events
Products
Advertising
Off-line Events

 Twitter
Korean Air Asiana
Tweet 91,696 28,146
Follower 244,540 431,183
Account Like 12,916 140
Retweet 13.4 7.72
Tweet Like 30.64 14.56
 Main Tweets
Trip Information Off-line Events
Reward Events
Product
Advertising

 Pinterest
 Blog
 Blog integrates all the SNS information
 Also offers contents like aircraft
information, service information, etc.

Sales – Online channel
There are two channels to sell the flight tickets; online & offline, but it is mainly
focused on online. For online, official website and various ticket selling websites
provides the service to reserve and buy flight tickets. It is able to receive discounts
when you used these online websites, but the discount is provided randomly.

Sales – Offline channel
For offline, it is able to reserve and purchase the flight tickets through various
offices spread all around the world. Customers can find the information of these
offline offices easily by using the Korean Air application or through the official
website. It is also available to purchase the flight tickets at the airport. But
purchasing tickets through offline channel is very inconvenient, so this channel is
not used often.

3. Recent campaigns
‘나의 스페인行 티켓’ Campaign(2017)‘Guesthouse France’ Campaign(2016)

3-1. Recent Campaign 1
Korean Air: ‘나의 스페인行 티켓’
In 2 weeks of campaign, Naver trend growth (60 >> 100)
Campaign
Results
• Start: July 21, 2017 End: Sep 21, 2017
• Everywhere you can watch and listen to the Korean
Air TV advertisements.
• Collecting the tickets that are provided while the
advertisement runs.
•TV CF + Mobile application + Youtube video
• Naver trend ‘Korean Air’ in 2 weeks: 60 >> 100
• Received grand prize in 2017 South Korea
advertisement awards.

Key Idea 1: New form of advertisement
- New form of advertisement that introduces the culture and attractiveness of Spain.
- Expressed an imaginary trip emotionally under the assumption of “If there is a
ticket that could make me dream of a trip to Spain?”
- Can see the true characters of the main cities of Spain, such as Barcelona,
Madrid, Sevilla, and San Sebastian through the video.
- The format and contents are creative and fresh.

Key Idea 2: Special advertisement combining with mobile application
- The event starts with the start of the
advertisement on TV.
- To participate in the event, people
need to download the ‘Korean Air’
mobile application to receive the high
frequency signals hidden inside the
TV CF.
- The mobile app user receives a
chance to earn a imaginary ticket
containing main travel spots of Spain
through a simple game.
- After earning all 28 tickets, the user
can receive a round-trip plane ticket
by lottery.
- Users can also receive various
travel informations on other main
travel sites in Spain.

3-2. Campaign Performance Measurement
Exposure
- Web site: After 1 month of the campaign, the total visits increased from
1,150,000 >1,250,000 It is remarkable because it
was there was no change
in the last 3 months before
the campaign.

Search
Naver trend
Naver trend is used to measure the trend of Korean Air because the main
customer pool is from the domestic market. Comparing to pre-campaign, it
has increased from 60 to 100 in 2 weeks.

Engagement
- Mobile application: After the campaign, the rank of mobile application changed from
28 > 22.
- It has hit the highest point after 1 month of the campaign from
28 > 17.

Competitor comparison
Among the period, Asiana Airlines didn’t hold any campaigns. Even though they
didn’t hold any campaigns, they still showed their superiority through online
methods.

Competitor comparison
However, since Korean Air used the strategy to link the mobile application service
with the campaign, they were able to show superiority in the mobile app rank
compared to their competitor, Asiana Airlines.
Korean Air
Asiana Airlines

Korean Air: ‘Guesthouse France’
In 1 week of campaign, Naver trend growth (32 >> 100)
Campaign
Results
• Start: Jan 11, 2016 End: March 13, 2016
• Designed under the celebration of the
130th year of relationship between South
Korea and France.
• TV CF + Youtube video
• Received grand prize in 2016 South
Korea advertisement awards.
•Naver trend ‘Korean Air’ in 1 week:
32 >>100
•The number of total viewers for this
campaign in Youtube: More than 910,000
•2400:1 competition rate.

Key Idea 1: Leading the staying type travel trend
- The idea : People apply for the chance to stay in 7 areas in France, and after
selected, Korean Air supports them for 7~14 days with their travel in France in the
selected area.
- By providing the pictures, videos taken by the traveler through internet, Korean
Air was able to provide various attractiveness of France to the customers.

Key Idea 2: Inter-reaction with consumers
- By providing the beautiful landscape and the theme that could be experienced in the
typical area in France, and giving an image that the owner of the guesthouse is inviting
the customers watching the advertisement, it makes the customers feel as receiving an
invitation from France rather than watching an advertisement by a Airline company.
- Also, by collaborating with the author of the book “Guesthouse France”, the
advertising wasn’t limited to TV and it was easier for people to naturally accept the
advertisement.
- This kind of method was successful to carry out the desire for travel more efficiently.

Exposure
Youtube
- Among the 30 top view videos of Korean Air, the videos by the ‘Guesthouse France’
Campaign took 7 places totaling more than 910,000 views.

Search
Naver trend
Naver trend is used to measure the trend of Korean Air because the main
customer pool is from the domestic market. Comparing to pre-campaign, it has
increased from 32 to 100 in 1 week.

Recommendation
It is important to sustain a good relationship
between customer and company. Two campaigns
were successful to receive the grand prize in the
awards. However, the weakness is clear that post
campaigns don’t link strongly with the
communication with customers through the online
fields such as SNS and Youtube. As seen in the
report, despite their no.1 position in the market,
they are lacking communication through these
online methods compared to their competitor,
Asiana Airlines. But, also seen in the report, if
Korean Air puts enough effort in to improve their
communication with customers through
online(example of mobile app), they have enough
ability to pass over the influence of Asiana Airlines
in the online field easily. This means, to overcome
the situation, Korean Air should invest more and
give more attention to their online methods.Communication

Reference
 Related URL
 https://en.wikipedia.org/wiki/Korean_Air
 http://m.g-enews.com/view.php?ud=201706080829372752581e5800d6_1
 http://www.airtravelinfo.kr/xe/files/attach/images/185/823/195/001/a2519d689
13d493cc4a844cb038bd14b.jpg
 https://www.koreanair.com/korea/ko/about/news/press_release/2017_07_21/
 http://www.newstomato.com/readNews.aspx?no=710612 sad
 http://www.tvcf.co.kr/AdZine/View.asp?Idx=8736
 Video, image, etc.

Company Report
Ina Dillig, ina.dillig@novasbe.pt

AGENDA
1. Introduction
1.1. History & Key Facts
1.2. Main Business Units
1.3. Key Performance Indicators (+ competitor)
2.1. Communication (+competitor)
2.2. Sales
2.3. Recent Campaigns
2.3.1. Campaign #1
2.3.2. Campaign #2
3. Recommendation
Reference

1.1. History & Key Facts
“All children have a right to survive, thrive and fulfill their potential – to the benefit of a better
world.”
 founded by the United Nations in 1946
 Headquarters: New York, USA
 non-governmental organization (NGO)
 operating in 190 countries and territories
 supported entirely by the voluntary contributions of governments, non-governmental
organizations (NGOs), foundations, corporations and private individuals

Child
protection &
social
inclusion
Child survival Education
Emergencies
&
humanitarian
action
Gender
equality
1.2. Main Business Units

1.3. Key Performance Indicators
General:
1. Achievement of impact goals
2. Amount of per capita contributions
Further relevant KPIs (not depicted in this report):
 # of contributors
 # of contributions
 Expenditure for program and development
effectiveness
 Total funding
Online Marketing specific:
1. Revenue
2. Total visits on desktop & mobile web
3. Domain engagement rate – worldwide

Revenue
2014 2015 2016
5,169,287,191 5,009,557,471 4,883,697,713
Total Revenue (donors, intergovernmental agencies, non-governmental
organizations, inter-organizational arrangements, other revenue)

Revenue
focus on private
sector

Total Visits &
Engagement –
Unicef &
Competitors

Revenue –
Amnesty
International

2. Internet
Marketing
Activities

2.1. Communication - Overview
WEBSITE BLOG
Web/mobile siteS
SOCIAL MEDIA

Website
source: similarweb.com

Blog
Users can access
updates to blog
content via RSS feed

Unicef vs Competitors (1/2)
Desktop / Mobile

Unicef vs Competitors (1/2)
Main
competitor

Amnesty International - Overview
WEBSITE Social Media
BLOG (national)

Facebook
7,073,374 page likes
6,932,087 followers
 high post frequency → up to 8 posts per day
 Mix of images (18) & videos (11)
 68.61% of website traffic generated by
Facebook (desktop only, last 3 months, primary
source)
Unicef Amnesty International
# page likes 7073374 1841028
# followers 6932087 1814279
Ø reactions 7348,23 2910,60
Ø comments 116,67 155,70
Ø shares 951,47 940,57
Ø engagement 0,12% 0,22%
30 most recent posts (start: 2017/11/15)

Instagram
2 million followers
2,896 posts
 regular post frequency → around 1-2 posts
per day
 Mix of images & videos (image/video = 2/1)
# followers 2000000 113000
# posts 2896 396
Ø likes 30480,90 1557,33
Ø comments 215,30 23,57
Ø video views 92828,33 13213,55

Twitter
6,802,542 followers
35,617 tweets
 high post frequency → up to 4 posts per day
 mix of images, videos and links, seldom purely
text tweets
 11.36% of website traffic generated by
Facebook (desktop, last 3 months, secondary
source)
# followers 6802542 1047920
# tweets 35617 15329
Ø likes 1793,93 158,67
Ø comments 18,27 14,43
Ø retweets 704,20 150,27

YouTube
112,838 subscribers
3,915 videos
 regular post frequency
# subscribers 112838 49596
# posts 3915 783
Ø views 4691,47 3483,87
Ø likes 108,03 70,87
Ø dislikes 1,80 9,77
Ø comments 6,10 9,73

Google+ Pinterest Tumblr
1,091,971 followers
 Active account but little engagement
compared to other social media
channels
11,673 followers
17 boards
1,443 pins
 Last post 10 month ago

2.2. Sales
ONLINE
Due to the UNICEF‘s non-profit oriented business model no sales are generated, neither online nor
offline.
 An exception is the online sales platform UNICEF Market in cooperation with NOVICA. Customers can
purchase inspired real life gifts, greeting cards, artisan jewelly/fashion/decoration items and branded
items.
“In addition to UNICEF Market customers getting great handcrafted products, part of the proceeds goes
to both the talented artisans and to help UNICEF save and protect children.”
Inspired gifts (e.g. Anti-Malaria drugs) can also be purchased via selected national UNICEF shop
websites (e.g., https://inspiredgifts.unicefusa.org/shop).
UNICEF greeting cards are also distributed via partner websites (e.g. minted.com).

2.3. Recent Campaigns - Overview
1. Super Dad – #EarlyMomentsMatter
2. #ENDviolence x BTS
Note:
The majority of Unicef‘s campaigns run over a period of several months or years. As the daily coverage rate on many Unicef
channels is, however, fairly high manual tracking is impossible. Therefore, I decided to pick rather specific initiatives which are part
of a bigger campaign.

1. Super Dad– #EarlyMomentsMatter
KeyObjectives:CommunityEngagement,Awareness
BACKGROUND:
The first 1,000 days of life can shape a child’s future. Children need
play, nutritious food and love to build healthy brains. For every child,
early moments matter - and, it’s on all of us to care for the little
ones in our lives. We have one chance to get it right!
CAMPAIGN IDEA:
• Spotlights fathers' critical role in children's early development
• Involvement of celebrities, such as Lewis Hamilton etc.
• Photo and video competition for Father‘s Day
• Time frame: 1-19 June 2017
• Task: Share photo/video via Instagram or Twitter with
#EarlyMomentsMatter
• Voting on campaign website
• Selection of 20 out of 50 most voted photos/videos
• Feature on UNICEF channels

Campaign Performance Measurement
Exposure (on Unicef channels)
Instagram: 6th – 30th June 2017
Twitter: 5th- 23rd June 2017
Facebook: 5th – 24th June 2017
YouTube:
# Posts # Likes # Comments # Retweets
71 27,380 490 10,661
# Posts # Likes # Comments
25 589,881 3,000
Campaign Website
# Posts # Likes # Comments # Shares
24 119,867 1,978 8,629
# Posts # Views # Likes # Dislikes
6 10,333 283 5 →No data on traffic available on
similarweb.com

Search
Time Range: 1 year (Dec.-Nov. 2017)
No specific movement regarding the Google
search behavior for the term „Unicef“: Term
Popularity Score of 64 out of peak 100 (Dec.
2016)
Engagement
The campaign is focused on community engagement motivating users to participate and share a personal photo or
video. The emotional engagement of participants is high as the posts reflects real-life moments and memories. The
high amount of uploads show the overall high engagement and success of the campaign.
→ Instagram: 5,621 posts of #earlymomentsmatter

2. #ENDviolence x BTS (Launch)
KeyObjective:Awareness,Donations
Background:
#ENDviolence, launched in 2013, is a global initiative involving
governments, private sectors and non-governmental
organizations to end abuse, exploitation, trafficking and all
forms of violence and torture against children.
Campaign Idea:
 2 year campaign with successful Korean pop band
 pledge of 500 million KRW ($447,400) to the UNICEF
campaign and donation of 3% of the Love Yourself series’
physical album sales income & entire income from sales of
official goods related to the LOVE MYSELF campaign
 connect with the youth, raise awareness to support UNICEF‘s
mission of #ENDviolence

Exposure (on Unicef channels)
Instagram
Twitter:
Facebook: like #, comment # (total/per post)
# Posts # Likes # Comments # Retweets
7 664,000 3,448 3,020,000
# Posts # Likes # Comments
1 33,744 972
# Posts # Likes # Comments # Shares
1 2,080 265 382

Exposure
Campaign Website: love-myself.org
Own campaign twitter & Instagram channels:

Search: Google trends
Time Range: last 3 months
Strong impact of campaign start
on the Google search behavior
for the term „Unicef“: Term
Popularity Score of 85 on
November 1st out of peak 100
(=2nd highest peak within last
three month)
Bts in combination with Unicef is
market “Breakout“ referring to
topics that had a tremendous
increase.
Engagement
Instagram: 61,473 posts #btslovemyself

Less is more. During my research I realized that there is an overload of social media
channels, some of which are not even actively managed. For a more effective
online marketing, UNICEF should focus its effort to a view, relevant channels. Same
accounts for the posting frequency on some channels, e.g. Facebook. Excessive
posting might work against the objective of achieving high engagement levels.
Maintain current high level of creativity. The overall online activity shows that
UNICEF strongly invests in online marketing. This enables the organization‘s
constant endeavor to raise awareness for children‘s needs with a creative approach
day after day.
Improve Engagement. Even though the amount of followers is fairly high on the
most relevant accounts, the active engagement is still relatively low. Tactics to
improve engagement could be to include more questions, use more often the
followers‘ content or reduce the posting frequency.

UNICEF Annual Report, 2014
Amnesty International Global Finance Report, 2016
URLs:
• Unicef: www.unicef.org
• SimilarWeb:
https://www.similarweb.com/website/unicef.org
https://www.similarweb.com/website/love-myself.org
• Unicef Market: https://www.market.unicefusa.org/about-unicef-market/
• UN News Centre: http://www.un.org/apps/news/story.asp?NewsID=56917#.Wh0fj3lpHIU
• Unicef Campaign Love Yourself: https://www.love-myself.org/
• Billboard: https://www.billboard.com/articles/columns/k-town/8022101/bts-collaborates-unicef-love-myself-anti-violence-campaign
• Google Trends: https://trends.google.com/trends/

• UNICEF Facebook: https://www.facebook.com/unicef/
• UNICEF Instagram: https://www.instagram.com/unicef/
• UNICEF Twitter: https://twitter.com/UNICEF
• UNICEF YouTube: https://www.youtube.com/user/unicef
• UNICEF Pinterest: https://www.pinterest.de/unicef/
• UNICEF Google+: https://plus.google.com/+UNICEF
• Amnesty International Website: https://www.amnesty.org/en/
• Amnesty Facebook: https://www.facebook.com/amnestyglobal
• Amnesty Instagram: https://www.instagram.com/amnesty/
• Amnesty Twitter: https://twitter.com/amnesty
• Amnesty YouTube: https://www.youtube.com/user/AmnestyInternational
• Amnesty US Blog: http://blog.amnestyusa.org/

Company Report
IKEA in Singapore
Jia En Tan
tanjiaen19@gmail.com

22
Company Introduction
 Ready-to-assemble furniture retailer founded in 1943
 1943 – Started off as a retailer of small items like pens, wallets, picture
frames, and watches at reduced-prices by purchasing from low-priced
sources
 1948 – Furniture were added into the newsletter
 1951– The first IKEA catalogue was published
 1953 – The first showroom was opened in Ä lmhult (Sweden) to assure
customers of the quality
 1956 – Designed furniture for self-assembly to save costs
 1958 - The first IKEA store opened in Ä lmhult, the largest furniture
display in Scandinavia at that time
 1960 – First IKEA restaurant was opened
 1963 – First IKEA store out of Sweden opened in Oslo, Norway
 1978 – IKEA arrived in Singapore
 1997 – IKEA website was launched
Source: www.ikea.com

33
In Singapore, IKEA has 2 main business units:
 Primarily as a furniture retailer
 Product categories ranging from Bedroom, Kitchen, Living Room, to Balcony
 IKEA Singapore launched online store in October 2017
 IKEA Restaurant
Main Competitors in Singapore:
 Courts Asia Ltd
 Philips Electronics Singapore Pte Ltd

44
Market Prospects
 Market is matured
 Home furnishings grew by 1% in current value terms, reaching
SGD2,199 million in 2016
 Predicted to register a retail value CAGR of 1% at constant 2016 prices
over the forecast period, reaching SGD2,331 million in 2021
 Competition expected to heat up over the forecast period
 Industry remains highly fragmented
 New foreign and local entrants, bespoke furniture makers and designer
brands are experiencing demand
 Online furniture start-ups e.g. Castlery and HipVan have been enjoying robust
growth since opening in 2013, both reporting triple-digit growth rates year-on-
year
 Light-emitting diode lamps (LED) was the fastest growing category
in 2016, at 11% in current value terms.
Source: Euromonitor – Home Furnishings in Singapore (Published May 2017)

55
Market Prospects

66
Performance – Focus on Home Furnishing
 IKEA (managed by Ikano Pte Ltd ) perform significantly better than
their main competitors in Singapore, with SGD256.4 million retail sales
performance in 2016
 This may be due to the fact that Courts and Philips are not pure home
furnishing business – They focuses on electronics as well
*Philips Electronics does
not have a main focus on
home furnishing products.
It is on the list due to their
strength in LED lighting.

77
Key Performance Indicator
 IKEA’s leads the market with a value share of 11.7% in 2016
 Next biggest player: Courts (3.1%), Phillips (2.0%), Novena (1.5%)
 Home owners in Singapore are becoming more design-conscious and
selective regarding furniture pieces  IKEA owes its leading position to
its affordable and well-designed furniture
‘Others’ takes up 77.6% of
the share in 2016
 Highly Fragmented

88
Internet Marketing Activities
 Communication
 IKEA has separate social media pages & websites for each respective
markets (E.g. IKEA USA, IKEA Australia, IKEA Singapore)
 These pages are linked to the global site to ensure integration
 With these country sub-pages, it helps IKEA to customize localized messages
and campaigns that would meet the different needs of customers from
different countries
 This analysis will focus on IKEA Singapore

99
 Communication (Singapore Page)
 App
 Sales
www.ikea.com/sg/en/ - Launched in October 2017
Metrics IKEA Courts Novena
Facebook # of page like 238 913 210 355 9 169
YouTube # of subscribers 13 337 997 -
Instagram # of followers - 276 -
Twitter # of tweets
# of followers
- 3 665
2 367
122
6
Metrics (Android) IKEA
IKEA Catalogue # of downloads (Worldwide)
Ratings
10 Million
3.7/5.0
IKEA Store # of downloads (Worldwide)
Ratings
5 Million
3.4/5.0
Data from Social Bakers as of 21 November 2017, Retrieved 21 November 2017
Data from Google Play Store as of 21 November 2017, Retrieved 21 November 2017
**Novena was chosen as comparison since their product lines
are more similar with IKEA as compared to Philips
**Courts and
Novena do not
have any
commercialized
mobile application

1010
Internet Marketing Activities – Facebook
 Main Postings
IKEA Courts Novena
Page Likes 238 913 210 355 9 169
Avg_Likes 436.9 87.9 20.8
Avg_Reactions 546.8 92.8 21.0
Avg_Comment 61.4 14.0 0.9
Avg_Shares 257.8 7.7 2.3
Reaction/Page Like 0.0687 0.0132 0.0688
Average is for 30 recent postings from 21 November
2017, Retrieved 21 November 2017
PromotionalNew ProductsContent
Marketing
Events/
Informational

1111
Internet Marketing Activities – Facebook
Implications
 Comparing with the other competitors, IKEA is the most active on
Facebook with the highest number of page likes
 Reaction/Page like is significantly higher than Courts, but comparable
with Novena
 One of the reason could be that Novena is leveraging on their staff to
generate Word-of-Mouth on Facebook
 We see the same people commenting and sharing the posts
 Since Novena has a significantly smaller fan base on Facebook, this action
can greatly affect their calculated data

1212
Internet Marketing Activities – Youtube
 Main Postings
IKEA Courts Novena
Subscribers 13 337 997 -
Total_Views 23 408 278 499 756 -
Views/Subscriber 1755.1 300.7 -
Date_Joined 18 March 2011 16 August 2011 -
Avg_Views 45 207.9 8445.0 -
Avg_Likes 99.1 5.9 -
Avg_Dislikes 65.6 2.9 -
Avg_Comments 8.7 0.1 -
Average is for 10 recent postings from 21 November
Retrieved 21 November 2017
Collections Campaigns Ads Content
Marketing
IKEA’s
Happenings
IKEA’s interactions mainly comes from the campaign videos as well as the introduction video of the online store.
Court’s posting frequency is low and inconsistent.

1313
Implications
 Comparing with the other competitors, IKEA is the most active on
Youtube with the highest number of subscribers
 The industry’s presence on Youtube is relatively low as a whole with low
numbers of views and interactions
 Video uploads are not often
 Inconsistent posting cycles
 Due to low sample size (n = 10 for each brand) and based on t-test
results, we cannot conclude that IKEA is doing better/worst than Courts
in terms of views, likes, dislikes, and comments
 IKEA Singapore rarely create their own videos to be uploaded on
Youtube (excluding campaign videos)
 Most of it are videos from IKEA Global

1414
 Implications (Appendix: t-test Results)

1515
Internet Marketing Activities – Mobile App
Google Play Store iOS
App Name IKEA Catalogue IKEA Catalogue
Launch Date 30 November 2011 28 August 2010
Country Singapore Singapore
Ranking_Cat
119 (SG_Lifestyle)
28 (SG_Lifestyle)
676 (SG_Overall)
 IKEA Catalogue
 IKEA Catalogue 2018
 Allow users to use the 3D
functions to test out how the
IKEA furniture would look in
their house
Data from App Annie as of 21 November 2017

1616
Google Play Store iOS
App Name IKEA Store IKEA Store
Launch Date 13 April 2015 15 April 2015
Country Singapore Singapore
Ranking_Cat 22 (SG_Shopping)
354 (SG_Overall)
14 (SG_Shopping)
194 (SG_Overall)
 IKEA Store
 Plan shopping list
 Get stock information
 Locate products on the
shopping list in the store
Data from App Annie as of 21 November 2017

1717
Implications
 IKEA are adopting latest technology trends to improve their customer
service (e.g. 3D function of ’IKEA Catalogue’ App)
 They manage to differentiate themselves from the main competitors by
being the only one that developed apps for their customers
 Being a large global company, IKEA has the economies of scale advantage
by developing an app for the global audience and adapt the functions &
information to the respective market
 Despite priding themselves on their iconic & traditional approach of
showrooms and hardcopy IKEA catalogue, IKEA remain alert to the
changing trends
 They put in effort to integrate both approaches so as to create an improve
experience for their customers

1818
Internet Marketing Activities – Website
 IKEA Website
IKEA Courts Novena
Website ikea.com.sg courts.com.sg novena.com.sg
Country Rank (SG) #22 911 #936 #90 105
Unique_Visitors/Month 12 510 197 332 <5 000
Page_Views/Visit 4.37 4.95 5.65
Duration 1:28 3:52 2:53
Bounce_Rate 24.34% 39.37% 22.99%
Data from Similar Web
E-Commerce Activities Customer Services About IKEA

1919
 Other Statistics
Data from Similar Web
 When looking at the data for the last 3 months (Aug – Oct 2017), most of the traffic to
IKEA’s Singapore website originates from IKEA’s global site referral (ikea.com) as well
as from organic search
 Facebook dominates social traffic

2020
Implications
 All 3 companies provide e-commerce services on their website
 IKEA perform the worst in terms:
 Page Views per Visit
 Average Duration of each Visit
 Possible reasons:
 IKEA Singapore does not do SEM
 Lack of platform to direct traffic to their website
 Online store was only launched less than a month ago
 Traffic to website has yet to be built or stabilize

2121
Sales – Online E-Commerce
 IKEA Website
 Products are introduced in the IKEA website based on themes (e.g. Back to
school), categories (e.g. Bed), rooms (e.g. Living Room)
 Various filters can be applied according to preferences
 Provides comprehensive details about each products (E.g. Materials,
assembly, price)
 Customers can choose to purchase online or check its availability in the
offline stores

2222
Sales – Online E-Commerce
Implications
 IKEA Singapore is still in the early
stages of stabilizing their online store
offering
 Many unsatisfied customers took it to
Facebook to complain about the poor
service related to the newly launched
online store
 Facebook posts relating to the online
store are seeing ‘Angry’ reactions
2 ‘Angry’ reactions observed
 IKEA needs to efficiently solve their
operational issues and improve internal
procedures to reduce obstruction to
their online marketing efforts

2323
Sales – Offline Stores
 IKEA Retail
 2 main stores in Singapore – IKEA Alexandra & IKEA Tampines
 Showrooms to display their products

2424
Campaign 1: IKEA Human Catalogue
 A campaign created by agency BBH to promote the launch of 2018 IKEA Catalogue to be
distributed in Singapore, Malaysia, Thailand
 They challenged Yanjaa Wintersoul, a Mongolian-born (Sweden-based) two-time memory
champion, to learn every single detail of the 2018 IKEA Catalogue (328 pages) in a week
 Launch Date: 29 August 2017
 Executed primarily on Facebook; videos are posted on Youtube as well

2525
 The idea: Putting her to a test on Facebook live on 6 September 2017
 A series of teaser videos were released to showcase her unforgettable memory skills
 Audiences were then encouraged to participate in the Facebook Live session by
submitting questions for her to answer
 Audiences who managed to stump her memory with questions on the Catalogue stood
a chance to win a $40 IKEA gift card
 Drew the attention from Yanjaa’s fans as well as
the interest from the public who were impressed
by her skills
 The $40 gift card reward encouraged
participation and created hype for the launch of
the flagship 2018 IKEA Catalogue
 Promotional posts on Facebook appeared to be
boosted to reach a wider audience due to its
exceptional high number of reactions &
interactions as compared to the reach of usual
postings

2626
 Facebook
 The Facebook Live lasted around 40 minutes.
Pre-Campaign Facebook Live Post-Campaign
Posts 2 1 3
Avg_Video Views 927 000 (1 Video) 43 000 140 000 (Avg of 2 Videos)
Avg_Reactions 4950 619 346.7
Avg_Comments 350 771 11.3
Avg_Shares 5785 165 125
Response was the best during teaser period.
Limitations: Ad reach and reactions depends on the
budget spent on ad.

2727
 Youtube
Pre-Campaign Post-Campaign
Videos Posted 3 2
Avg_Video Views 33 832.3 3 789.5
Avg_Likes 123.7 57
Avg_Dislikes 19.3 9
Avg_Comments 10 2.5
Serves as a secondary
platform for IKEA to share the
campaign videos

2828
 Search
Analysis done on Google Search since this is the primary search engine used in Singapore.
Results:
Minimal Impact as search for ’IKEA’ did not increase during the campaign period.
Yanjaa is relatively unknown in the Singapore market as seen from the lack of search volume.
Data from Google Trends, Retrieved 28 November 2017

2929
 Website
Results:
Campaigns did not drive a positive significant increase in website increase as well.
The engagement generated by this campaign may be limited to just their Facebook channel,
since people generally turn to social media platforms such as Facebook for efficient updates on
the catalogue instead of checking out the website.
No special postings nor notable
news on 16 August. This spike may
be due to other factors.
Data from Similar Web, Retrieved 28 November 2017

3030
Campaign 2: POÄ NG Chair Pose Contest
 A campaign created to celebrating POÄ NG armchair’s 40th anniversary
 Audiences are challenged to create their own chair pose share it on IKEA’s post comment
section
 Selected submissions would win an IKEA POÄ NG armchair
 Launch Date: 27 September 2016 (End Date: 2 October 2016)
 Executed solely on Facebook

3131
 Only 1 post was posted with 5 different photos
Photo 1 Photo 2 Photo 3 Photo 4 Photo 5
Likes 75 91 107 119 81
Comments 18 7 12 13 5
Share 1 1 1 2 0
Main Post
Reactions 1600
Comments 201
Share 541
Statistics of Main Posting:
All data retrieved on 28 November 2017
High interactions may be due
to post boosting by IKEA to
reach a greater audience

3232
 People actively participated in the contest
 IKEA replied to both winning an non-winning submissions. This increase interactions between
IKEA and their fans/customers.

3333
 Winning Posts

3434
 Search
Analysis done on Google Search since this is the primary search engine used in Singapore.
Results:
Minimal Impact as search for ’IKEA’ did not increase during the campaign period.
Random normal fluctuation in search interest
Data from Google
Trends, Retrieved
28 November 2017

3535
Recommendation 1
Instagram
 IKEA Singapore can expand their presence to the
photo-based social media platform
 Current: Instagram account for markets like USA, UK,
and Hong Kong
 In 2016, 63% of Singaporeans are using Instagram
(TNS, 2016)
 This can help to boost IKEA Singapore’s reach and
have a greater engagement
 Allow them to visually promote their merchandise
and showrooms through online channels effectively

3636
Recommendation 2
Facebook
 Currently, campaigns are not held regularly
 Campaigns are not targeted towards driving long-term
sustainability
 Posts are mostly lifestyle posts that looks like advertisement
 Does not effectively grab attention of internet audience
 Can afford to hold more mini giveaways that requires participants
to like the page and share the post
 Maximize the reach potential of Facebook
 Many customer complains are voiced out through the comment
section of IKEA SG’s posts. Some of them are not replied to
publicly
 IKEA need to reply to every possible complain so as to improve their
customer service & image

3737
Recommendation 3
Website
 IKEA Singapore should try to drive more traffic to
their website especially with the introduction of their
new online store
 Possible SEM strategy
 Online advertisement (E.g. Through Youtube, Banner
Ads, or Facebook) to spread awareness
 Website may be too repetitive
 For example, customer can browse for merchandises
online through 3 different sections:
 ’Products’, ‘Room’, and ’Ideas’ Section
 Website’s UX/UI needs to be improved to maximize
clarity and accessibility

3838
Conclusion
 IKEA is doing well in terms of digital marketing for a company that is heavily
reliant on and well-known for their offline channels (e.g. Showrooms, IKEA
Hard-Copy Catalogue) to promote their merchandises
 While IKEA is currently a market leader in Singapore, online furniture start-ups
like Hipvan and Casterly are leveraging on the potential of internet to provide
affordable Scandinavian-designed furniture
 These companies have been seeing triple digit year-on-year growth since 2013, and
may threaten IKEA’s online presence in the Singapore market
 Thus, IKEA should improve and maximize engagement with customers through
online channels in order to maintain their advantageous position

3939
References
 IKEA
 Global Website: www.ikea.com
 SG Website: www.ikea.com/sg/en/
 SG Facebook: www.facebook.com/IKEASingapore/
 SG Youtube: www.youtube.com/channel/UCCx3Hb5CK8HZY_ZumnLvu0Q
 Courts
 Website: www.courts.com.sg
 Facebook: www.facebook.com/COURTSSG/
 Youtube: https://www.youtube.com/user/CourtsSG
 Novena Furnishing
 Website: www.novena.com.sg
 Facbook: www.facebook.com/novena.sg/

4040
References
 Data & Analytics
 Facebook, Youtube – Social Bakers
 Mobile App – App Annie, Google Play Store
 Website – Similar Web
 Search Data – Google Trends
 Other References
 Euromonitor – Home Furnishings in Singapore (Published May 2017)
Report Link: http://www.euromonitor.com/home-furnishings-in-singapore/report
 Shout.sg
Article Link: http://shout.sg/5-ikea-alternatives-for-affordable-furniture-shopping/
 TNS
Report Link: http://www.fccsingapore.com/fr/publications/snapchat-and-instagram-usag
e-singapore-soars-people-migrate-photo-sharing-platforms

Company Report
Company: PUMA
Member: Yoon Jeong-Yeon
E-mail: jyeon0211@korea.ac.kr

1. Introduction - History
 1924: The brothers Rudolf and Adolf Dassler found the
company (Dassler Brothers Shoe Factory) in Germany
 1948: Rudolf Dassler founds the PUMA Schuhfabrik Rudolf Dassler.
 1967: The logo with the jumping cat, is created. Product range is
extended to include not only shoes but also sportswear, performance
apparel and bags.
 1986: PUMA became a public company
 1993: Jochen Zeitz at the age of 30, becomes the youngest CEO in
German history. Zeitz restructures of PUMA from a low price brand into a
premium Sportlifestyle company.
 2006: Launch of Puma Korea
 2012: At the Olympics in London, PUMA outfitted track and field athletes
win 19 medals, of which the Jamaican team alone collects twelve.
 2016: PUMA becomes the outfitter the RED BULL RACING F1 team,
supplying performance racewear, footwear and teamwear.
EXAMPLE

1. Introduction – Main business Units
 German multinational company that designs and manufactures athletic
and casual footwear, apparel and accessories.
 PUMA is the third largest sportswear manufacturer in the world in 2017,
after Nike and Adidas.
 Currently operates in 120 countries with more than 13,000 workers.
 Main headquarters are in Herzogenaurach Germany, Boston USA,
London and Hongkong.
 Mission statement: To be the fastest Sports Brand in the World
 Objective: To be fast in reacting to new trends, fast in bringing new
innovations to the market, fast in decision-making and fast in solving
problems for our partners.
EXAMPLE

1. Introduction - Market prospects
 Global sportswear market(including shoeswear) sales was 97.2bn dollars
in 2015, and is increasing at 7% yearly. Of the market, clotheswear
market is 67.4 bn dollars (6.6% growth), shoeswear 29.8 bn dollars (7-
8% growth).
 Domestic sports market is predicted to rebound this year. From 2009 to
2015, sportswear market increased significantly 20% each year, but last
year the growth rate slowed down to 5.4%.
 Yet daily use of sportswear is expected to contribute to market growth
this year. 47% of Female consumers use sportswear as daily fashion
(NPD), which is an increase of 5%.
 Target demographics:
 Teenagers: Long paddings
 20-30 year-old: Wear them for outdoor activities,
exercise, daily wear
EXAMPLE

 Key performance indicators
 Revenue and profit over recent 3 years of Puma
 What happened?
 Net profit was up 68.2% from US$43.7 million in 2015 to US$73.5 million in 2016.
Earnings Per Share (EPS) was up 68.1% from EUR2.48 to EUR4.17.
 Sales increased 16% in USA and 10% in Asia Pacific region.
 Collaboration with celebrities for PUMA sportswear has gained popularity
worldwide.
Source: Company audit report
EXAMPLE

 Revenue and profit over recent 3 years of Adidas
 What happened?
 Adidas Korea reached sales of one tn KRW for the first time since launch in the
domestic market.
 The company focused for 2 years on female sportswear and fashion clothing market.
Its brand power was added to the strategy ‘Beyond Generation’ which demolished
boundaries between age and gender.
Source: Company audit report
EXAMPLE

 Korean sports brand
purchase(number of clicks)
EXAMPLE
Filas Linear Big
Logo T-shirt, 402%
Filas Big Logo
Hoodie, 215%
Filas Big Logo
Sweatshirt, 264%
Filas Linear
Backpack, 120%
Adidas T-shirt,
120%
Adidas Hoodie,
120%
Adidas Sweatshirt,
120%
Vans Big Logo
Clothing, 67%
Puma Big Logo
Clothing, 54%
 AK Mall sports brand sales increase
(Unit: percent)

 Communication
 Facebook – # of page like Puma:18,666,784 Adidas: 31,644,277
 YouTube – # of subscribers Puma: 233,437 Adidas: 486,960
 Instagram – # of followers Puma Korea: 83,022 Adidas: 17,300,000
 Twitter – # of tweets Puma: 63,847 Adidas: 11,457
# of followers Puma: 1,557,662 Adidas: 3,288,753
 Blog – # of posts Puma: 202 Adidas: 50
 Sales Channel
Kr.puma.com – Official Online Channel
 Campaign 1: PUMA X BTS Court Star
 Campaign 2: Do You
EXAMPLE

Internet Marketing Activities - Communication
 Facebook Page
PUMA Adidas
page_like 18,666,784 31,644,277
Avg like 1390.67 5429.7
Avg comment 776.5 125.5
Avg share 797.5 235.3
Avg reward 0.1 0
 Main Postings
Products
Advertising
Celebrity
Endorsers
Offline
Events
Campaign
Videos
EXAMPLE

 YouTube Channel
PUMA Adidas
Subscriber 233,437 486,960
View 167,082,415 118,298,231
Avg Pageview 166779.5 1412006
Avg Like 1657.9 507.7
Avg Dislike 21.7 182.2
 Main Videos
Campaign
Explanation
EXAMPLE
TV Commercial
Company
Identity
Making
Film

 Instagram
PUMA Adidas
post 620 950
follower 83,022 17,300,000
like 2672.2 85130
comment 16.67 527.6
view 0 0
reward 0 0
Average is for 30 recent postings from 2016/11/18 Main postings
Photoshoot
Making
Products
Advertising
EXAMPLE
Off-line Events

 Twitter
PUMA Adidas
Tweet 63,847 11,457
Follower 1,557,662 3,288,753
Account Like 3,938 7,942
Retweet 360.4 147.2
Tweet Like 936.9 552.1
Photos 1.00 1
Reward 0 0
 Main Tweets
Star
Collaborations
Retweets
of public figures
EXAMPLE
Product
Advertising
Off-line Events

 Blog
 Blog integrates all the SNS information
 Offers further product information
 Posts episodes of offline events, and
exercising tips
EXAMPLE

Sales – Online channel
For online, the PUMA official website provides product information. The sections are men, women, kids,
sports, and collections. The SPORTS section is divided by purpose, which is soccer, running, and training.
The COLLECTIONS section displays products by the name of the collaboration. Therefore the customer
can easily find the item under the commercial name.
Additionally, customers can purchase products in online shopping malls. GS SHOP, 11th Street, and
Auction are major websites in Korea.
EXAMPLE

Sales – Offline channel
For offline, there are 194 offline stores in South Korea. Customers can find offline stores on Naver and
Daum maps or from online stores. The stores are divided into 1) Football 2) Sports Style 3) Running 4) Golf
and 5) Puma Select shops. The stores are categorized according to product and consumer types, and
some stores have multiple versions. The first domestic Sports style shop opened in 2016 at TimesSquare,
Yeongdeungpo. Street style and collaboration products are displayed.
EXAMPLE

 Campaign 1: Do You. Women.
 More women are working out, which seems likely to be a continuous
phenomenon. Marketing messages are changing to capture strong and
independent women. Direction towards a “Body-Positive Movement”.
 Offline events provide an opportunity of socialization and working out. The
PUMA women’s club program consists of tattoo trial service, hair styling, and
live mini concerts.

Recent Campaign 1
PUMA: Do You
In 1 month of campaign, Naver trend growth (20 >> 52)
Campaign
Results
• Start: August 7, 2017
• Official website and offline events in South Korea
• Part of its global campaign that began last year
• Korean version of the campaign
• Facebook link + Youtube video + Blog posts
One month in:
• Website visitors : 440,000 in Sept, 2017
• The number of total viewers for this campaign in
Youtube : 2,543
• Facebook likes: over 5,000 throughout the
campaign
EXAMPLE

Recent Campaign 2
Key Idea 1: Inspiration
- Two female celebrities were chosen as PUMA ambassadors of Korea. Singer Nana of After
School and model Lee Ho-Jung. Both of them represent a confident and image of a woman,
and fit well with the purpose of the #DoYou campaign.
- The campaign photos were displayed on facebook, blog, Instagram, and all PUMA SNS
sites. The consistent message shaped the brand identity of PUMA.
- The videos communicate messages that inspire the viewer. Nana’s video shows her
working out, and encourages people to pursue their own paths. Lee Ho-Jung’s commercial is
more casual, where she is roaming the city, and tells the audience to be themselves. The
celebrities strengthen the message of the DoYou campaign, to be yourself.
EXAMPLE

Recent Campaign 2
Key Idea 2: Inter-reaction with consumers
- The purpose of the campaign is to assist
consumers in finding their own style, which
is part of the DoYou message.
- Consumers receive an invitation after
completing a simple mission. 1) by
purchasing a PUMA product from offline
stores 2) by ordering a drink at 8 pub and
clubs in Itaewon. After they get a Do You
Tattoo kit, consumers should post a picture
of the tattoo sticker on Instagram.
- Furthermore, this event is done by
customers’ participation. People can feel like
belonging to a club because this campaign
is sending an invitation to selected people. It
is important because customer loyalty also
increases through such a small group
interaction.
- In real, the sales had increased 126% and
its cause can be thought from the
communication between business and
consumer.
EXAMPLE

The change among Pre/During/Post Campaign
Exposure
Web site: During the period, the total visits actually decreased from
850,000 > 440,000
The effect of the campaign did not
show, as the number of visitors is
merely maintained.
EXAMPLE

Exposure
Facebook
: 842
Shared : 24
: 802
: 1355
Comments : 14
Shared : 22
Comments : 54
Shared : 41
Comments : 25
The number of likes and shares
was above average for the
campaign posters.
Female users especially made
many positive comments of the
model’s fit shape. They
encouraged each other to
exercise and be like the
celebrity.
Customer interaction increased
by launching the campaign.
EXAMPLE

Exposure
Youtube
Videos were not used during the August campaign. Instead, PUMA released a teaser of Do
You campaign with Nana in April 13, 2017. The video had 2,543 views, as it was a teaser and
not the final version. There was another video in April 16, 2017. The commercial carried the full
message this time, about motivation for women. This video reached 17,370 views.
The overall view has been less compared to the global campaign. The video with Cristina
Pedroche, a Spanish reporter, had a total of 122,000 views. Direct comparison would be
difficult, as the fan base of the two figures are different. However it shows that the celebrity
effect did not take place with Nana as a model.
EXAMPLE

Search
Naver trend
Naver trend is used to measure the trend of PUMA Korea because the target is
focused on the domestic market. During the campaign, the trend for the celebrity’s
name “Nana” has increased after a fall in July. The brand name PUMA also
increased following. This shows that the campaign was successful.
EXAMPLE

Search
Twitter trend
Twitter trend measures how much the hashtag #Do You was used during the
campaign period. It can be seen that 2388 tweets were used during September.
However this was not attributed to the campaign, as the tweets remained low
during August. Users were mostly unaware of the hashtag.
EXAMPLE

Competitor campaign : CHEVROLET : NEW START – THE NEW AVEO
Adidas also released a motivational campaign “Claim Freedom”. It is focused on extreme events and sports. The
campaign features people testing their limits and going on adventures. Potential customers can associate the
extreme scenes with the sportswear brand Adidas. It is different from PUMA in that there are different groups of
people in the advertisement. Adidas is not targeting a particular gender group.
EXAMPLE

 Campaign 2: PUMA X BTS Court Star
 The members of the BTS band designed a pattern logo for the product.
 The process of the design was released through SNS.
 Offline events took place

Recent Campaign 2
PUMA X BTS Court Star
In 1 month of campaign, Naver trend growth (83 >> 100)
Campaign
Results
• Start: July 17, 2017
•A popular boy band ‘BTS’ designed the PUMA
running shoes ‘Courtstar’.
•Youtube video +Twitter +Facebook
One month in:
• Naver trend‘Puma Courtstar’: 8 >> 100
• Website visitors : 1,650,000 in Jul, 2017
• The number of total viewers for this campaign
in Youtube : 687,000
EXAMPLE

Recent Campaign 2
Key Idea 1: Storyline
- BTS has been the PUMA Korea model since 2015. They have a huge fanbase in the young
generation.
- The idea : a celebrity designs the shoes as a thank-you gift.
- These days, it is important to create a storyline with the product to gain the interest of the
consumer. Consumers also are willing to pay more for a unique product.
- Wearing products that are designed by a favorite star could be a special experience for the
people.
EXAMPLE

Recent Campaign 2
Key Idea 2: Engagement
- BTS currently has over 10 million followers on twitter, which is the first Korean account to
have reached the number. They have a powerful influence on SNS, which made the
campaign instantly go viral.
- The campaign posters and videos were retweeted through both PUMA and BTS’s twitter
accounts. PUMA was able to take advantage of the celebrity’s twitter fanbase.
- The logo was used on the classic PUMA shoes model Court Star. The original product
name also spread out to the public.
EXAMPLE

Recent Campaign 2
Key Idea 3: Offline event
- The campaign has progressed as an interaction between PUMA and the celebrities, then
celebrities and fans.
- It also considered the target group which is the young customers who do lots of outdoor
activities.
- The response was enormous. A total of 33,506 customers applied for the event. Of those,
150 people were selected.
EXAMPLE

Exposure
- Web site: During the period, the total visits increased from
150,000 >1,650,000
However the visitors were not
sustained. There was a rapid
decrease in number of visits, even
though other campaigns were
released.
EXAMPLE
Remarkable increase in number of
visits between June and July.

Exposure
Youtube
There are four videos during the campaign period. On Jul 17, the first teaser video was
released. Then two additional teasers followed on Jul 18 and Jul 19. At the full campaign video
on Jul 20, it recorded over 480,000 views.
However, the problem is that it is impossible to prolong the trend. The average page view
reduced to 2385 for October and November campaigns.
EXAMPLE

Exposure
Facebook
: 2,147
Shared : 233
Video view : 13,000
: 1,607
Video view : 7,569
: 40,000
Video view : 550,000
Comments : 92
Shared : 116
Comments : 36
Shared : 217,000
Comments : 210,000
These postings are put in
order by uploaded date.
As the campaign teasers were
released, the viewers are
slightly reduced.
Then the number of views
exploded once the main video
was uploaded.
Users shared and commented
on the video more engagingly
as well.
EXAMPLE

Search
Naver trend
Naver trend is used to measure the trend of PUMA Korea because the market scope
is focused on the domestic market and the campaign is based on South Korea.
Comparing to pre-campaign, it is increased from 8 to 100. However, there is a problem
that the popularity is reduced after the campaign and the width is huge.
EXAMPLE

Search
Twitter trend
By twitter trend, it could be measured how much the key word “puma courtstar”
during the campaign period. Almost 750 are used during the day. It is remarkable
because the product was originally not tweeted at all before. After the campaign
ended, the number of tweets for the product “courtstar” decreased. It may seem
like the effect was temporary
However at the time of the offline event, tweets for “puma event” increased
significantly. Therefore the brand was exposed again with the same campaign.
EXAMPLE

Competitor campaign : Adidas influencer marketing
ADIDAS campaign targeted global consumers, while PUMA targeted Korean consumers. It conducted a
collaboration with a famous musician and designer Pharrell Williams. Pharrell Williams designed the model
“Tennis Hu” after inspiration from Adidas tennis shoes. The white an green colors were from tennis players Stan
Smith and Forest Hill.
The name ‘Hu’ is developed from the word “Human”, which will bring together people across cultures. This
message matches the image of Pharrell Williams, who has travelled across the world meeting many people. The
Adidas campaign focused more on the design features, such as shoelaces and shape of the product. This was
because the collaboration was with an actual designer, while as in PUMA it was a celebrity.
EXAMPLE

Recommendation
Celebrity marketing is effective in Korea. The BTS marketing was successful
because the model and the product were closely related. The two brands merged
together to create a synergy effect. However, the celebrity’s image must match the
campaign. In the DoYou campaign, the model was not a star who was well known
for advocating women’s rights. She was a wannabe star, which did not reach to the
depth of the campaign. In further campaigns, the identity of the model should be
related to the message the company wants to communicate.
Model Match
The DoYou campaign took place worldwide, but was not well known in South
Korea. Facebook likes for the Do You offline events were especially low.
Although considering that the offline gatherings were for women only, the
campaign was still not viral. If the contents were publicized more on SNS,
then participation for such events in the future will increase. Instead of
posting the full information about offline events on the blog only.
Publicizing
EXAMPLE

Reference
 Video, image, etc.
 https://www.youtube.com/watch?v=fzDJ_88h1XA
 Tweettrend.com
 https://datalab.naver.com/keyword/trendResult.naver?hashKey=N_559c10bfd464bb6137740a43f
977326c
 Campaigns
 Adidas, puma, new balance
 http://www.itnk.co.kr/news/articleView.html?idxno=54549
 푸마X나나,글로벌 여성 캠페인 ‘너답게, DO YOU’ 전개
 http://news1.kr/articles/?3067922
 나이키·아디다스의 ‘넘사벽’을 넘어라 - 해외파와 토종 스포츠 경쟁의 열기속으로
 http://www.apparelnews.co.kr/naver/view.php?iid=67800
 http://moneys.mt.co.kr/news/mwView.php?type=1&no=2017050416308026418&outlink=1
 http://pumablog.co.kr/221064540318?Redirect=Log&from=postView
 http://pumablog.co.kr/221094292637?Redirect=Log&from=postView
 http://www.hani.co.kr/arti/economy/consumer/794608.html
 https://www.sharewise.com/kr/company_infos/Puma_DE/profile
 http://www.ceoscoredaily.com/news/article.html?no=29439
 AK mall

Company Report for Megastudy
Yun Chae Kim
Yunchae.kim83@gmail.com

 History
“Representative Korean Knowledge Company” servicing education
* Education business very is big in Korea since university entrance is
considered one of the important events in life for most Koreans
 July 12, 2000 - Founded by Ju-Eun Son, a former hagwon teacher
 June, 2001 – Launched online video learning service, known in Korea
as in-kang, or internet lecture
 July, 2003 – Established its first hagwon (learning academy in Korea)
in Gangnam
 Dec, 21, 2004 – Listed on KOSDAQ
 Sept, 2010 – Launched its first mobile app
 April, 2015 - Split into Megastudy (Estate and investment)
and Megastudy Edu. (Education)

 Main Business Units – Online lecture in megastudy.net
 The core area where Megastudy gained the reputation it has today
 One of the leaders in online education business for high school
students
 4,130,000 members (as of Nov, 2015 – latest official statement)
 Contents focused on entrance exam for Korean universities, whose
main takers are high school students and repeaters of the exam
 Owns subsidiary targeted at elementary/middle school students called
Mbest

 Main Business Units – Offline lecture in hagwons
 Synergy with online lecture: many lecturers for online also teach in
offline hagwons
 Also focused on entrance exam for Korean universities
 Currently 21 hagwons are active in business
Source: Megastudy Ilsan

(In 100 million won) 2014 2015 2016
Megastudy
*Data is for
Megastudy Edu.
as of 2015
Revenue 1,367 1,252 1,745
Profit 103 84 35
ETOOS Revenue 1,646 2,173 2,401
Profit 158 148 157
Digital
Daesung
Revenue 575 602 835
Profit 56 60 79
Source: Financial Supervisory
Service Korea

 Explanation
 Education business in Korea is unstable as policies made from the
government can easily turn over the whole industry structure
 Increasing revenue
 Offline hagwon business is becoming smaller while the overall online lecture
business is getting bigger (Park, 2017)
 Decreasing profit
 Many of Megastudy’s top-level teachers went to competing companies
ex. Shin Seung-Bum, known as “no.1 in math,” went to Etoos as of 2014
(In 100 million won) 2014 2015 2016
Megastudy
*Data is for
Megastudy Edu.
as of 2015
Revenue 1,367 1,252 1,745
Profit 103 84 35

 Key performance indicators – Price
 Prices vary by subject/teacher. For easy comparison, price for ‘All-Pass,’
which allows users to take any online lectures for a year, was used for
comparison
Education
track
Price for ‘All-Pass’
available for year 2018
Megastudy Liberal arts 530,000 won
Natural
sciences
530,000 won
ETOOS Liberal arts 520,000 won
Natural
sciences
580,000 won
Daesung
Mimac
Liberal arts 400,000 won
Natural
sciences
460,000 won

 Communication (as of November 27th, 2017)
Facebook
likes
YouTube
subscribers
Instagram
followers
Twitter
tweets
Twitter
followers
Naver TV
subscribers
Megastudy 235,383 7,856 20,500 4,185 5,773 1,332
ETOOS 22,992 28,235 3,079 - - 4,995
Daesung
Mimac
(education part
of Digital
Daesung)
30,347 2,404 - - - 1,810

 Sales
Megastudy.net – Official webpage
Megastudy Smart Learning – Application for PlayStore

 Sales – Online Channel
 Can register online lectures by going to the main webpage
www.megastudy.net
 The webpage is the main method customers use to get the service
 Can also use the Megastudy Smart Learning app to register online lectures
 Sales of Megastudy lecture notes are available via webpage
 Can use Megastudy hagwon websites to apply for hagwon lectures
 Lectures are categorized by subject, teacher, and basic to intense level
 Sales – Offline Channel
 Customers usually register hagwon lectures offline via visit
They can search for hagwon information in the webpage
 Lecture notes are available for purchase offline also
 However, online lectures are mostly registered online

 Website visits (on Oct 17th, 2017)
Source: www.similarweb.com
 Website visits have significant meaning for online lecture industry. It is
closely linked with the core service, online lectures. Daesung has higher
visitors than Megastudy, but lower revenues in 2016. This can be
explained because people listen more online lectures from Megastudy, but
usually obtain university entrance information from Daesung Mimac
Visitor Page Views Bounce Rate Country Rank
Megastudy 2,950,000 4.14 per visit 52.43% 304
ETOOS 8,150,000 5.28 per visit 41.51% 109
Daesung
Mimac
(education part of
Digital Daesung)
3,200,000 4.98 per visit 31.78% 288

 Facebook Page
 Main Postings
Service
Advertisement
Announce
New Teachers
Events Useful Info
for Students

 Facebook Page (as of November 28th, 2017)
 Although Megastudy is almost incomparable in terms of page likes and
followers, it has relatively low comments compared to ETOOS. This is
because ETOOS holds events that invite celebrities and those posts have
many comments.
Page
Likes
Followers
Average
Likes
Average
Comments
Average
Shares
Average
Views
Megastudy 235,386 235,452 121.2 7.7 47
5,500
(1 sample)
ETOOS 22,995 23,472 127.1 84.3 49.3 1,300
Daesung
Mimac
(education part
of Digital
Daesung)
30,349 31,566 61.1 7.8 9.9 13,765

 YouTube
Channel
 Main Videos
Lecture
Summary
Campaigns Tips for
Students
University
Entrance Info

 YouTube Channel (as of November 28th, 2017)
 Megastudy is relatively weak to its competitor, ETOOS, in terms of
YouTube stats. ETOOS has several teachers who are popular even to
adults. Their video has attracted viewers from people of various ages.
Subscribers
Total
Views
Date Joined
Average
Likes
Average
Comments
Average
Views
Megastudy 7,856 3,414,710 2012/05/18 18.2 6.7 7,867
ETOOS 28,235 6,667,357 2015/12/07 0 7.8 14,036
Daesung
Mimac
(education part
of Digital
Daesung)
2,404 2,005,310 2014/11/11 5.9 0.8 1,177

 Instagram
 Main postings
Lecture
Summary
Events Tips for
Students
Announce
New Teachers
Followers: 20,500
Following: 5,222
Posts: 553

 Twitter
 Tweets
Service
Advertisement
Events Info for
Students
Encouragement
for Students
Tweets: 4,185
Following: 1,122
Followers: 5,773
Likes: 33

 Naver TV
Channel
 Main Videos
Lecture
Summary
Campaigns Tips for
Students
Hagwon
Info
Subscribers: 1,334
Comments: 583
Likes: 3,340
Total views: 3,755,195

 Campaign 1: Mega Teachers Read the Flaming Posts
 Campaign 2: I’ll be 100

Recent Campaign 1
Mega Teachers Read the Flaming Posts
Campaign
Results
• Duration: March 10, 2017 ~ April 14, 2017
•Teachers of Megastudy read online posts or
comments flaming them. Their reactions are
recorded in a video and posted on the homepage
•Members of Megastudy can post a review about the
video and selected reviewers are given gifts
• Done via Megastudy homepage
The number of total viewers for this campaign in
Megastudy page was 58,886
The comments in the Megastudy page was
1,171
There was no significant effect in Naver search

Key Idea 1: See the personal side of the teachers
- Teachers of online lectures have great popularity to high school students in Korea. Some
are even as popular as celebrities.
- The idea : Show the emotional side of the teachers which cannot be seen in the lectures
- Many students gain respect for the teachers after finishing a course. During the course, they
are exposed to a great amount of halo effect.
- By showing an emotional side of the respected teachers, students can relate themselves
closer to the teachers and have a more personal connection
- Personal relation with the teachers could lead to loyal customers

Key Idea 2: Reduce negative reviews
- Everyone hates being flamed by other people
- The idea : Reduce potential bad reviews for the teachers by showing their reaction
- The video shows the teachers saddened with the flaming posts and apologizing for the
criticism they receive
- Viewers and actual writers of the posts feel sorry for the teachers after seeing their reaction.
Thus, it induces people to think twice when writing negative reviews about the teachers
- With less negative review, Megastudy’s service can appear to have better quality

Key Idea 3: Motivate active engagement from the viewers
- Some reviews of the video are selected and reviewers are given gifts
- The idea : Motivate people to login to the site and view the video
- The purpose of the website is for students to study. Without monetary motivation, students
do not have reason to divert from their original purpose and watch the video.
- The gifts are products that Megastudy’s main customers like
- Also, login is needed to write a comment. This can induce new users and other users to
stay on the site longer to look for other services

Exposure
Facebook
: 33
Shared : 0
Video view : 3,900
Comments : 8
Though many videos of the campaign
were uploaded to the Megastudy
homepage, only one video was
uploaded on Facebook
Compared to its usual posts, it had
lower likes and comments, as well as
views

Exposure
YouTube
Three videos were uploaded on YouTube. They were uploaded on March 6th, 10th, and 16th.
Each had viewers of 699, 14,329, 6,870, respectively as of November 27th, 2017. It was a
close number to the average.

Exposure & Engagement
Megastudy website
The number of viewers from the website was 58,886. It received comments of 1,171. Traffic
number of the site during the campaign was unable to be tracked since free data was only
available for six recent months.

Search
Naver trend
Naver trend for the keyword Megastudy during the campaign event is shown in the
boxed area. It shows that the campaign did not have great effect in increasing the
search. The search for Megastudy is usually affected by mock-CSATs(College
Scholastic Ability Test), where the page gives reviews about the test. The peaks shown
in the graph are the date of mock-CSATs.
For the keyword with the campaign name (메가스터디 악플), it only peaked in March
15th, the second day of the campaign. This means it wasn’t that effective in terms of
Naver search.

Conclusion
- There weren’t significant numbers related to the campaign in sites other
than Megastudy. Naver search didn’t show any effects of the campaign
either.
- However, the huge number of viewers in the Megastudy page show that
the campaign was effective to original customers. Also, the campaign is
relatively low cost, and thus can be said that it was cost effective.
- The campaign also reached one of its goals, which was to show the
personal side of the teachers. Many comments in the site were positive
reviews and this could result in lesser negative reviews in the future.

Recent Campaign 2
I’ll be 100
Campaign
Results
• Duration: Aug 7, 2017 ~ Aug 16, 2017
• Event to celebrate 100 days before the CSAT
• Members of Megastudy can post encouraging
comments and selected ones are given snacks of
their choice
• Done via Megastudy homepage
Increase in website visit from 59,721 to 83,139
in just one day.
The comments in the Megastudy page was
3,317

I’ll be 100
Key Idea 1: Maintain customer relationship
- CSATs are one of the biggest events in Korea, as entrance to university is an important part
of life. The government makes special policies for that day and police forces are deployed to
ensure that students can arrive at the exam location on time.
- The idea : Maintain customer relationship by stressing Megastudy’s sympathy with students
- CSAT takers become very anxious when the countdown for the test date reaches 100.
Megastudy conducts an event every year at this day to relieve their main customers.
- The event consists of two parts: (a) encouragement from the top rated teachers, and (b)
giving out snacks.
- CSAT takers feel relaxed and have a positive perception about Megastudy.

I’ll be 100
Key Idea 2: Increase sales
- D-100 is about the time when new summary lectures are released.
- The idea : Increase awareness about the new D-100 summary lectures
- At about 100 days before the CSAT, Megastudy releases summary lectures that are
appropriate for students to take for about 2~3 months. By reminding them of the countdown,
they can increase awareness of the newly released D-100 summary lectures.

I’ll be 100
Key Idea 3: Motivate active engagement from the viewers
- Like campaign 1, some comments are selected and reviewers are rewarded with snacks.
- The idea : Motivate people to login to the site and share the event.
- The comments can be made using SNS accounts. These comments are also shared in the
users’ SNS page, making word of mouth effect.
- Login is also necessary to make a comment. During the process, customers can be notified
of the D-100 summary lectures.

Exposure
Website visit
Website visit for Aug 06 was 59,721. Aug 07, the date of the campaign starting date, had
83,139 visits. It was a significant increase. ETOOS (the graph in the right) did not do any
campaign for the D-100. It can be seen that there is no significant change of visits in that day to
the previous days. Thus, it can be implied that the campaign had effect on the increase.

Exposure
Facebook
: 581
Shared : 27
Video view : 61,000
Comments : 64
It received many likes and shares, as well as
comments compared to its other posts.
Most of the comments were people tagging
their friends, increasing further views.

Exposure
YouTube
The video received 28,794 views as of November 27, 2017. It received 100 likes and 46
comments. Many comments had positive reaction to the video and CSAT takers felt relieved
from the video.

Exposure & Engagement
Megastudy website
The campaign received comments of 3,317. The comments were all made by members of
Megastudy.

Search
Naver trend
Naver trend for the keyword Megastudy during the campaign event is shown in the
boxed area. It shows that this campaign too, did not have great effect in increasing the
search. The peak shown after September is the day of the mock-CSAT. This also
shows that Naver search for Megastudy is not significantly influenced by its campaigns,
and rather is affected by CSATs.

Conclusion
- Compared to campaign 1 and other campaigns, this campaign was more
successful in terms of exposures in other platforms. However, it showed
no significance in Naver search, like the previous campaign.
- The campaign did have some meaning compared with ETOOS, which
did not conduct any online event for D-100. It resulted in a significant
increase of visits in Megastudy. This could result in better customer
relationship and more sales for the D-100 summary lectures.

Recommendation
 Expansion of campaign target
 All the campaigns shown above are targeted at original users of Megastudy.
The give-outs were only available to those who had Megastudy accounts.
 Thus, it showed low reaction(views, comments, likes) in other platforms
compared to its main page.
 Megastudy could expand the campaign target by selecting give-out users
based on Facebook comments in addition to its own page. This could result
more potential customers and also more activeness in its Facebook page.
 They could also make use of explosive visits/searches on mock CSAT days,
and hold an event near those days.
 More useful contents
 Megastudy has about ten times more Facebook likes than ETOOS. However,
its YouTube subscribers are only a quarter of ETOOS. Even more, their
difference in people’s response to Facebook posts are not that significant
while it is in YouTube.
 This means that although Megastudy has many page followers, its contents
are not interesting enough to create reaction.
 Thus, they should concentrate more on quality, not quantity.

Reference
 Related URL
 Slide 1~4
History of Megastudy http://corp.megastudy.net/service/se_megastudy_w.asp
Information about Megastudy Edu.
http://heraldk.com/2017/03/13/%EB%A9%94%EA%B0%80%EC%8A%A4%E
D%84%B0%EB%94%94%EA%B0%80-
%EC%B9%B4%ED%8E%98%EC%82%AC%EC%97%85-
%EB%9B%B0%EC%96%B4%EB%93%A0-%EC%9D%B4%EC%9C%A0/
 Slide 5
Revenue and profit data – Financial Supervisory Service Korea
 Slide 6
http://www.edaily.co.kr/news/news_detail.asp?newsId=01357926615900056
&mediaCodeNo=257&OutLnkChk=Y
http://www.edaily.co.kr/news/news_detail.asp?newsId=01357926615900056
&mediaCodeNo=257&OutLnkChk=Y

Reference
 Related URL
 Slide 7
Source of All-Pass cost www.megastudy.net www.etoos.com
www.mimacstudy.com
 Slide 19~22
Megastudy Campaign 1
http://www.megastudy.net/teacher_2007/t_promotion/201703_pr/0303_reply/
main.asp
 Slide 28~31
megastudy Campaign 2
http://www.megastudy.net/teacher_2007/t_promotion/201703_pr/0303_reply/
main.asp

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