Final

Assignment
Report
LECTURER: NGUYEN THI HONG KEL

by: Group 2
 CSP201m_FA24

Table of Contents
I. INTRODUCTION
1. Brand overview (brief history, mission, vision, core value)
2. SWOT
3. Competitor Analysis
4. Chosen products for the campaign
5. Customer Persona

II. CONTENT MARKETING CAMPAIGN

PLAN
1. SMART
2. Content marketing mission statement
3. Key message/Slogan/Tagline
4. Primary Content Type(s)
5. Tone, Voice
6. Timeline & editorial calendar (specific content plans for each
media platform

III. PLAN IMPLEMENTATION

IV. EVALUATION
I. Introduction
 I. Introduction CSP201m_FA24

01 Brief History
Tai Loc Bakery opened on September 8, 2024,
located in the heart of Can Tho City, with the
goal of becoming the leading bakery in the
Mekong Delta region.

From the outset, Tai Loc established its position

through professional service, a diverse range of
cake products, affordable pricing, and high-
quality ingredients, consistently meeting the
varied needs of customers for special occasions
such as birthdays, anniversaries, events, as well as
everyday indulgence.

Since its launch, Tai Loc has become a favorite

destination for many families, couples, and
businesses, especially during holidays and
important events.
I. Introduction CSP201m_FA24

Vision &
Mission
Vision
01
The mission of Tai Loc Bakery is to bring
happiness and joy through each cake
product. With the motto "Quality is
paramount," Tai Loc focuses not only on
creating delicious cakes but also on crafting
true works of art. Each cake is carefully
crafted from the selection of ingredients to
the preparation and decoration, ensuring the
best possible experience for customers.

Mission
Tai Loc Bakery strives to become the
most famous and beloved cake brand
not only in Can Tho but also
throughout the Mekong Delta region.
With the desire to be the ideal
destination for celebrations and events,
Tai Loc continuously improves and
expands its products and services,
aiming to provide even better
experiences for customers. In the
future, Tai Loc plans to develop more
branches and enhance its brand
reputation nationwide.
I. Introduction CSP201m_FA24

Core value
01
Quality: Each cake is made from the finest ingredients,
ensuring food safety and fresh flavors.
Creativity: Tai Loc Bakery will continually innovate in
design and recipes to deliver unique products that align
with market trends.
Customer-Centric: Tai Loc always listens to and
understands customer needs, providing a perfect shopping
and service experience.
Reputation and Responsibility: We commit to timely
delivery, ensuring the best products and services, especially
during holidays and important events.
 02
I. Introduction CSP201m_FA24

SWOT
Strengths Weaknesses

- Convenient location, right in the - Newly established, with low

center of Can Tho City. brand recognition.

- High-quality, premium - Limited financial and human

ingredients, affordable prices resources.
(suitable for students).
-Lacks experience in brand
- Diverse, creative products with building; marketing still has many
various designs, updated for trends weaknesses.
and holidays throughout the year.
- Lacks personnel with skills in
marketing and content production.

Opportunities Threats

- Cake demand is increasing, with - Competitors include well-known

customers seeking attractive and bakeries with strong brand
trendy designs. recognition in Can Tho.

- Large target market and most - Consumer trends change rapidly,

target customers have sufficient requiring continuous innovation
financial resources to purchase the to meet customer demands
products. promptly.
03
II. Content marketing campaign plan CSP201m_FA24

Competitor Analysis

Lương Lương Cake & More

Products: Offers a wide range of cakes, from traditional to modern styles, with a focus on
medium-priced cakes (200,000 - 300,000 VND).
Marketing: High-quality visuals, creative content, limited promotions.
Target Customers: Diverse customers who enjoy sweet treats at reasonable prices.
Strengths: Product variety, attractive visuals, creative content.
Weaknesses: Few promotional programs, lacks a distinctive brand identity.
03
II. Content marketing campaign plan CSP201m_FA24

Competitor Analysis

LUMOS Cake & Bread

Products: Known for premium Tiramisu and high-end cakes priced between 300,000 -
400,000 VND.
Marketing: High-quality visuals, trend-focused, with limited promotions.
Target Customers: Customers who prefer premium cakes and are willing to spend more.
Strengths: High product quality, attractive visuals, trend-driven.
Weaknesses: High prices, limited product variety.
I. Introduction CSP201m_FA24

Chosen products
for the campaign
October 20th: Floral Cakes
04
For this October 20th campaign, Tài Lộc Bakery introduces its exquisite
floral cake line, specially crafted for this occasion to celebrate the beauty
of women. Tài Lộc’s floral cakes combine the art of cake decoration with
delightful flavors, making them a meaningful gift for mothers, wives,
sisters, and all the special women in one’s life.
The cakes are adorned with hand-piped floral decorations made from
fresh butter and other premium ingredients, offering a look that is both
luxurious and natural. Beyond their aesthetic appeal, the cakes come in a
variety of flavors, including classic vanilla, rich chocolate, and refreshing
fruit. This variety ensures that each cake is not only a work of art but also
provides a perfect culinary experience.

Additionally, Tài Lộc Bakery

focuses on customization
according to customer
preferences, from selecting
floral designs to adding personal
messages. This distinctive
feature transforms the cakes
into more than just gifts—they
become heartfelt expressions of
love and appreciation for the
important women in customers'
lives
I. Introduction CSP201m_FA24

Chosen products
for the campaign 04
Graduation Cakes
In celebration of graduation season, Tài Lộc Bakery presents its line of
graduation cakes—a perfect gift to share the joy and pride with new
graduates. Tài Lộc’s graduation cakes are decorated with handcrafted
details, including graduation caps and meaningful congratulatory
messages, making them a wonderful way to commemorate this special
milestone.
These cakes come in a variety of flavors and can be personalized to meet
each customer’s specific preferences, ensuring a unique and memorable
gift for every graduate.
I. Introduction CSP201m_FA24

Customer
Persona
October 20th: Floral Cakes
05
Target Customers: Women aged 25-45
living in large cities with stable incomes.
They are daughters, husbands, or brothers
looking for a meaningful gift for their
mother, wife, or sisters for October 20th.

Preferences: They appreciate elegant,

beautiful, and sentimental gifts.

Buying Behavior: Often search on social

media and prioritize personalized services to
customize the gift.
I. Introduction CSP201m_FA24

05
Nguyen
Minh Thu
BANK EMPLOYEE

Demographic:
Gender: Female Income: 10 million VND/month
Age: 25 Location: Can Tho
Status: Single

Lifestyle:

Minh Thu values family and social connections, enjoying celebrations as chances to show affection and
care to loved ones. Busy with work and personal life, she prioritizes caring for family, especially on
special occasions. She loves food, especially sweets, and often buys cakes for parties, events, or as gifts
for special occasions.

Motivations: Goals:
Thoughtful gifts: Minh Thu seeks meaningful Meaningful Gifts: She looks for gifts that express
gifts that show her affection and respect for those love and care, especially on occasions like
close to her. Vietnam Women’s Day
Aesthetic & quality: She wants a product that is Shopping Experience: Minh Thư seeks a quick
both delicious and visually appealing for special ordering process, professional service, and on-
events. time delivery that guarantees quality and
Convenience: With a busy schedule, she values appearance.
easy, fast service with online ordering, a hotline, Personalization: She wants customization options,
and reliable delivery. from decoration to messages on the cake, to
create a unique, heartfelt gift.

Challenges: How Tai Loc Bakery can help:

Competition: With a wide variety of bakeries, Personalized Service: Tai Loc Bakery offers
she finds it challenging to choose one with custom cake designs tailored to customer
reliable quality and prices. requests, ensuring each cake feels unique and
Time Constraints: Due to her busy schedule, she appropriate for the occasion.
needs prompt and precise delivery services. Superior Quality: The bakery uses fresh
Quality Concerns: She worries about whether ingredients and safe food practices, with elegant
the cake will meet her standards for appearance designs that make a strong impression.
and taste, especially when giving it as a gift. Easy Ordering: Customers can easily order by
phone or online, making it convenient, especially
during busy holiday seasons when demand is
high.
I. Introduction CSP201m_FA24

Customer
Persona
Graduation Cake
05
Target Customers: Relatives and
friends of recent graduates, aged
18-30.
Preferences: They want a
meaningful gift to celebrate and
commemorate the occasion,
preferring cakes decorated with
graduation symbols and
congratulatory messages.
Buying Behavior: They browse
social media and favor products
that can be customized according
to their needs.
05
I. Introduction CSP201m_FA24

Van Phi Yen

4TH-YEAR
ECONOMICS STUDENT

Demographic:
Gender: Female Income: Primarily from family
Age: 22 support and part-time jobs
Location: Can Tho
Marital Status: Single

Lifestyle: Goals:
Phi Yen is a young, dynamic student from Can Besides academic success, Yen wants to make her
Tho, close to her family, friends, and teachers. graduation memorable by celebrating with loved
For her, graduation isn’t just a personal ones who supported her. She hopes to
milestone but a chance to show gratitude to commemorate this transition with meaningful
those who have supported her journey. gifts that convey her gratitude and reflect her
personal journey.

Motivations: Challenges:
Yen is disciplined and determined in her As a student, Yen’s budget for special occasions is
studies, with the goal of achieving high limited. She seeks quality, meaningful graduation
academic success and securing a stable job in gifts that are affordable, with a unique touch that
economics post-graduation. She sees can add significance to her celebration. A
graduation as a moment to celebrate her distinctively designed cake would make her
achievements, marking her readiness to step graduation extra memorable.
into the next chapter.

How Tai Loc Bakery can help:

Tai Loc Bakery can create specially designed graduation cakes for students, featuring unique touches
like economics-themed designs, university symbols, or even personal photos. Such personalization
would make Yen feel valued, contributing to a meaningful celebration.
Understanding students’ budgets, Tai Loc Bakery could offer discounts and special graduation deals,
like personalized greeting cards or combo packages. This makes it easier for students like Yến to
afford a beautiful, meaningful cake that adds to the joy of their special day.
II. Content
marketing
campaign plan
II. Content marketing campaign plan CSP201m_FA24

01
Specific
SMART
Increase engagement by 5% and organic reach by 10% on Facebook within half a
month. Post more frequently with diverse content and relevant hashtags. Enhance
customer interaction by quickly replying to comments and messages. Use Facebook
Ads, mini-games for new products, and collaborate with KOCs and KOLs.

Measurable
Track daily impressions, reach, and engagement on Facebook Insights to ensure
progress. Review weekly to confirm a 5% engagement increase, and compare
metrics from 10/15–10/30 with 9/29–10/14 to assess campaign effectiveness.

Achievable
The goal is achievable based on the shop’s existing platform (Fanpage, new
products) and available resources (staff, budget). Increasing post frequency,
optimizing content, and engaging with the community can be done with minimal
investment. Facebook Ads and KOC/KOL collaborations require a budget but
typically yield significant results.

Relevant
The goal aligns with business growth, expanding potential customer reach, building
brand recognition, fostering a loyal customer community, and driving sales for the
bakery.

Time-bound
Period 10/15–10/30.

- 5 -
II. Content marketing campaign plan CSP201m_FA24

02
Content marketing
mission statement
Let Tai Loc Bakery help you express sweet words of love. We believe that a cake is a
gift and a heartfelt thank you to the wonderful women in our lives.
 II. Content marketing campaign plan CSP201m_FA24

Key message
Slogan
03
Message:
Tagline

Dong banh da dang phu hop voi tung dip le

Slogant: “Banh tang nang”

“Banh tang nang” conveys that a cake is not just a simple treat but a
meaningful gift that expresses genuine feelings for loved ones.
“Nang” represents women, creating a sense of closeness and
uniqueness. The slogan will be adapted for each post, but will
primarily focus on “nang” as the target audience, the women we
cherish.

Tagline: “Bánh ngon mỗi ngày”

- 5 -
 II. Content marketing campaign plan CSP201m_FA24

Key message

03
Slogan
Tagline
The post "Set banh cho nang sao cung duoc". Choosing a
cake for someone else can be tricky, especially when they
say, "Sao cung duoc". "Set banh cho nang sao cung duoc"
is a great suggestion, helping customers easily choose.

The post "Nhung chiec banh no, cho nang coquette."

Introducing a new product for those who adore a sweet and
romantic style. The highlight lies in the charming ribbon
accents, combined with pastel colors and delicate patterns.

"Banh thu mini tang nhung co nang nhi nhanh." A line of

cakes designed for those who adore cuteness. These cakes,
shaped like animals and featuring vibrant colors and diverse
flavors, make a unique and meaningful gift.
II. Content marketing campaign plan CSP201m_FA24

04
Tone &Voice
Tone
Warm, modern, and youthful. Aims to convey a sense of sweet care and
sincere affection that the brand wants to deliver. The youthful, modern style
aligns with the lifestyle of young adults and adults, creating a feeling of
closeness for them.

Voice
Friendly, professional, and expressive. Uses approachable and easy-to-
understand language, avoiding overly elaborate words. The tone is warm and
gentle when talking about products and playful, humorous when interacting
with customers. Utilizes visually appealing images of cakes.
 TIMELINE &
EDITORIAL CALENDAR
WEEK 1: CAMPAIGN FOR
VIETNAMESE WOMEN'S DAY 20/10

Dates 14 10 20 10

MONDAY, OCTOBER 14

No. Title Content Link

SET BÁNH Are you still unsure about which cake to choose as a gift for https://www.facebook.com/
TẶNG CÔ that special someone? Drop by Tai Loc Bakery and grab a set
photo/?
1 NÀNG “SAO of assorted fruit mousse cakes, and explore these lovely little
cakes with your special someone. Each cake is a wonderful fbid=555836503620930&set
CŨNG
taste experience. =a.140292495175335
ĐƯỢC”

TUESDAY, OCTOBER 15

No. Title Content Link

THAM GIA https://www.facebook.com/

Thank you to our customers for supporting the bakery over
GIVEAWAY- photo/?
1 the past time. We are organizing a giveaway to show our
NHẬN QUÀ appreciation for Vietnamese Women's Day on October 20th.
fbid=555836503620930&set
LIỀN TAY =a.140292495175335

BÀI VIẾT
KHOE Vietnamese Women's Day, October 20, is approaching. At
https://www.facebook.com/
NHỮNG Tai Loc Bakery, we believe that not only flowers convey
2 share/p/rzyfmj39n26Wxn8g
CHIẾC messages of love, but also sweet cakes and heartfelt cards can
touch the hearts of the recipients. /
THIỆP Ý
NGHĨA
 WEEK 1: CAMPAIGN FOR VIETNAMESE WOMEN'S DAY 20/10

WEDNESDAY, OCTOBER 16

No. Title Content Link

20/10 -
Vietnamese Women's Day, October 20, is approaching. https://www.facebook.com/
CÙNG GIA
At Tai Loc Bakery, we believe that not only flowers photo/?
1 ĐÌNH KẾT
convey messages of love, but also sweet cakes and fbid=555836503620930&set
NỐI YÊU
heartfelt cards can touch the hearts of the recipients. =a.140292495175335
THƯƠNG

TIỆM BÁNH
TÀI LỘC Tai Loc Bakery is hosting a giveaway with many https://www.facebook.com/
2 ĐANG TỔ exciting prizes to express our heartfelt gratitude for the share/p/s2XzAaDcuXT1Px5
CHỨC invaluable contributions of Vietnamese women. c/
GIVEAWAY

NHỮNG
CHIẾC If your special someone is a coquette who loves sweet
https://www.facebook.com/
BÁNH NƠ, and romantic things, then the bow-topped cakes at Tài
3 share/p/tv7NDF3k5VPjsa39
CHO NÀNG Lộc Bakery will be the perfect gift to show her your
/
MÊ affection.
COQUETTE

THURSDAY, OCTOBER 17

No. Title Content Link

A layer of cool, creamy frosting with a hint of light https://www.facebook.com/s

GIỚI THIỆU
1 vanilla—this gentle sweetness comes entirely from hare/p/LyMGoKBxE9EXg7
BÁNH
skilled, delicate hands,.. Zd/

BÁNH THÚ
If you're looking for a meaningful gift for a sweet girl
MINI TẶNG
who delights in all things cute and charming, the mini https://www.facebook.com/s
2 NHỮNG CÔ
animal cakes from Tai Loc Bakery will be the perfect hare/p/rzyfmj39n26Wxn8g/
NÀNG NHÍ
choice.
NHẢNH
 WEEK 1: CAMPAIGN FOR VIETNAMESE WOMEN'S DAY 20/10

FRIDAY, OCTOBER 18

No. Title Content Link

CHÚC
https://www.facebook.com/
MỪNG October 20th is here! What could be more wonderful
photo/?
1 NGÀY PHỤ than gifting the beloved women in your life a sweet and
fbid=555836503620930&set
NỮ VIỆT meaningful cake?
=a.140292495175335
NAM 20/10

Only 2 days left until Vietnamese Women's Day. Have https://www.facebook.com/

NHẮC BẠN
2 you prepared a sweet surprise for the special woman in share/p/s2XzAaDcuXT1Px5
NHỎ NHỎ
your life? c/

Tai Loc Bakery, located at 170A Tran Hung Đao, An

GIỚI THIỆU Nghiep Ward, Ninh Kieu District, Can Tho City, is https://www.facebook.com/
3 TIỆM BÁNH where each cake is made from fresh, high-quality share/p/tv7NDF3k5VPjsa39
TÀI LỘC ingredients, always prioritizing the customer /
experience.

SATURDAY, OCTOBER 19

No. Title Content Link

LIVESTREA
M VÒNG Randomly select 10 accounts and filter out comments https://www.facebook.com/s
1 QUAY MAY that do not meet the previously announced contest hare/p/LyMGoKBxE9EXg7
MẮN rules. Zd/
GIVEAWAY

ÚM BA LA
Tài Lộc Bakery would like to extend our heartfelt
KẾT QUẢ https://www.facebook.com/s
2 thanks to everyone who enthusiastically participated in
GIVEAWAY hare/p/rzyfmj39n26Wxn8g/
our Vietnamese Women’s Day 10/20 Giveaway!
MỞ RA
 WEEK 1: CAMPAIGN FOR VIETNAMESE WOMEN'S DAY 20/10

SUNDAY, OCTOBER 20

No. Title Content Link

CHÚC
On the occasion of Vietnamese Women's Day, Tài Lộc https://www.facebook.com/
MỪNG
Bakery would like to send warm wishes and heartfelt photo/?
1 NGÀY PHỤ
thanks to all women – those who always shine, love, fbid=555836503620930&set
NỮ VIỆT
and are an endless source of inspiration. =a.140292495175335
NAM 20/10

NHỮNG
CHIẾC
BÁNH https://www.facebook.com/
What are you waiting for? Bring one home now to gift
2 MOUSSE share/p/s2XzAaDcuXT1Px5
this soft, sweet treat to the woman you love!
ĐANG ĐỢI c/
BẠN ĐẾN
ĐÓN

NGÀY PHỤ
Today is Vietnamese Women's Day, October 20, a
NỮ VIỆT
wonderful opportunity for us to gift our mothers, who https://www.facebook.com/
NAM -
3 have devoted their lives to caring for and worrying share/p/tv7NDF3k5VPjsa39
NGÀY TRI
about us, a present that expresses our sincerest feelings, /
ÂN NHỮNG
along with words of love
NGƯỜI MẸ

REELS https://www.facebook.com/
4 VIDEO LÀM Team Capybara share/r/1TA7keQciTZQ1n
BÁNH UM/
 WEEK 2: CAMPAIGN IN CELEBRATION
OF GRADUATION DAY

Dates 22 10 24 10

TUESDAY, OCTOBER 22

No. Title Content Link

https://www.facebook.com/
Tài Lộc Bakery - the place that brings you delicious
BÁNH KEM photo/?
1 cakes, both exquisite and perfect for creating memorable
SINH NHẬT fbid=555836503620930&set
moments.
=a.140292495175335

WEDNESDAY, OCTOBER 23

No. Title Content Link

WEDNESDAY, OCTOBER 23
LIỆU BẠN If mousse brings a lightness, then the muse from Italy
https://www.facebook.com/
ĐÃ PHÂN captivates diners with its rich flavors and creamy
photo/?
1 BIỆT ĐƯỢC mascarpone layer. Tiramisu is often made with layers of
fbid=555836503620930&set
MOUSSE VÀ cake soaked in coffee and liqueur—something that can
=a.140292495175335
TIRAMISU? easily leave us spellbound.
 WEEK 2: CAMPAIGN IN CELEBRATION OF GRADUATION DAY

THURSDAY, OCTOBER 24

No. Title Content Link

Vietnamese Women's Day, October 20, is approaching. At

BÁNH KEM https://www.facebook.com/
Tai Loc Bakery, we believe that not only flowers convey
1 TỐT share/p/rzyfmj39n26Wxn8g
messages of love, but also sweet cakes and heartfelt cards can
NGHIỆP touch the hearts of the recipients. /

ẢNH
FEEDBACK
TỪ MỘT https://www.facebook.com/
2 BẠN Customer feedback photos of cake orders at the bakery. share/p/tbo7zNAhFRm4W
KHÁCH 5zF/
SIÊU ĐÁNG
YÊU
 TIMELINE &
EDITORIAL CALENDAR
WEEK 1: CAMPAIGN FOR
VIETNAMESE WOMEN'S DAY 20/10

Dates 14 10 20 10

Design physical standees to promote and draw attention to Tai Loc

Bakery at the store entrance.
 III. Plan implementation CSP201m_FA24

PLAN
IMPLEMENTATION
To increase organic traffic and engagement for Tai Loc
Bakery, the team coordinated with the store to implement a
content strategy featuring real-time posts. These posts are
designed to create a captivating content series, helping the
bakery establish connections and effectively maintain
relationships with customers. The strategy is divided into
two main phases.
III. Plan implementation CSP201m_FA24

Phase 1
CAMPAIGN FOR OCTOBER 20TH -
VIETNAM WOMEN'S DAY

1. Objectives
Target individuals who love pastries, especially female customers living in Can Tho looking to
purchase gifts for October 20th. This customer segment mainly consists of women aged 18 to 35
who enjoy sweets and seek sweet and meaningful gifts.
The goal is to express love and appreciation on this special occasion, with posts that convey a
gentle, friendly style to communicate Tai Loc Bakery's messages, evoking warmth and happiness
through sweet gifts during the celebration.

2. Main Activities
Focus on posting high-quality images and visual content showcasing pastries. Sharp, vibrant
images of products like mousse cakes and coquette cakes will create a strong impression and attract
customer attention. Additionally, the team will post short videos (reels) showing the cake-making
process, allowing customers a closer look at the products and encouraging more interactions.
To further boost the effectiveness of our campaigns, we will leverage AI tools to refine our
imagery. High-quality visuals are crucial in attracting customers, especially in a visually-driven
industry like baking. AI can assist in creatively arranging content. By analyzing engagement data
and trends, AI can suggest optimal layouts for social media posts, highlighting the most eye-
catching elements first. This not only improves the aesthetic appeal but also increases the likelihood
of user interaction.

3. Communication Channels
The team will primarily use Facebook as the main channel for this campaign, aligning with the
company's situation and budget. Given that the target audience is mostly young females, Facebook
is an ideal platform for posting and sharing attractive articles, images, and videos.
To broaden reach, the team will utilize paid advertising on Facebook, promoting engaging posts
like “Giveaway - Instant Prizes” to optimize recognition and attract new customers.

4. Customer Interaction
The administration team will continuously monitor and promptly respond to comments and
messages from customers on the fan page, fostering a sense of closeness and ensuring customers
feel valued and heard. Proactive interaction will help Tai Loc Bakery maintain long-term
relationships and build customer trust.
III. Plan implementation CSP201m_FA24

1. Objectives 2. Main Activities

The primary customer segment in this Post articles and images about graduation
phase includes students who are about to cakes to attract attention according to the
graduate or have just graduated, along planned strategy. Pictures of beautifully
with their families and friends who want designed graduation cakes that match the
to purchase gifts to celebrate their formal atmosphere of the ceremony will
graduation. leave a strong impression on customers.

The target age for this audience is To build trust with new customers, the
primarily 18 to 25, a group that highly team will share real feedback from
values preserving and commemorating customers who have purchased cakes
special moments. This phase will focus from the store. Customer photos and
on posts that honor students' testimonials will not only increase
achievements and efforts while reliability but also create a ripple effect,
encouraging them to share memorable encouraging potential customers to
moments with family and friends. The consider and order from Tai Loc Bakery.
campaign message will emphasize
appreciation and sharing, creating To elevate our marketing efforts, we will
warmth and connection with customers incorporate AI technology to streamline
during this special occasion. our content creation process. By utilizing
AI-powered tools, we can automatically
3. Communication Channels generate compelling captions and
tailored descriptions that resonate with
The team will continue using Facebook our target audience. This not only saves
as the primary communication channel time but also ensures our messaging is
in this phase, posting high-quality articles consistent and engaging across all
and images to reach young customers. platforms, crucial for maintaining brand
identity in a competitive market.

Phase 2
4. Customer Interaction
Maintain positive interaction with customers
through comments and messages, creating a
friendly and professional atmosphere that
GRADUATION CAMPAIGN attracts customers back for other special
occasions.
 FROM 15/10-30/10

"This campaign shifted our focus from paid

reach to organic growth by prioritizing
customer engagement. Our goal was to
increase interactions and organic traffic,
which we successfully achieved for the Tiệm
Bánh Tài Lộc Page."
IV. Evaluation CSP201m_FA24

01 PERFORMANCE
EVALUATION:

Interactions: The campaign achieved 1,124 interactions on

total posts from October 15 to 30.

Engagement Rate: The engagement rate on total reach

increased by 6.9% compared to the period from September
29 to October 14.

Reach: The number of people reached by posts from

October 15 to 30 was 50,011, a decrease of 51.7% compared
to the period from September 29 to October 14. However,
organic reach increased by 16.3% (15,288 organic reach).
 IV. Evaluation CSP201m_FA24

Overview results line chart from 9/29-10/14

Overview results line chart from 15/10-30/10

Conversion:
For the featured post with advertising, there
were 41 conversation starts, 168

01
IV. Evaluation CSP201m_FA24

02 DETAILS
EVALUATION:

Top-performing posts: The 5 most engaging posts created by the production

team between October 15 and 30.
 IV. Evaluation CSP201m_FA24

02 Lowest-performing posts: According to the data, reels and video

posts generated the least engagement.

Best posting time: Our data indicates that posts published between
4 PM and 7 PM daily garnered the highest engagement, reach, and
customer attraction.

Content performance: Image posts outperformed video content,

and posts featuring real people were particularly effective in driving
engagement. Our analysis of previous posts suggests that high-
quality images with vibrant colors and good lighting were key
factors in boosting engagement.
 03
IV. Evaluation CSP201m_FA24

LESSONS
LEARNED:

Strengths:
The campaign was well-equipped with advanced tools and a detailed plan
to enhance post quality on the Page.
Performance was regularly tracked (including customer feedback,
engagement rates, reach, etc.) to promptly adjust the content calendar
accordingly. For example, initially, to meet the store owner's demands, the
main posts focused on floral cakes. However, upon noticing a high demand
for mousse cakes, posts related to mousse cakes were given better visual
treatment to attract customers. Results showed that the additional posts on
mousse cakes achieved high engagement.
The advertising strategy was effective. The team leveraged the benefits of
giveaways and combined them with offline marketing channels to optimize
costs and campaign duration. For instance, engaging posts were scheduled
on giveaway days, combining them with promotional posts.

Weaknesses:
The campaign started very close to the event, leaving insufficient time to
increase its reach.
For the graduation event, the team was unable to update content promptly,
resulting in a limited number of posts.
Due to a lack of manpower at the bakery, the team had limited
opportunities for diverse shooting, resulting in a shortage of trendy short
video content.

Recommendations:
Develop a more comprehensive content calendar.
Create a long-term posting schedule to stay up-to-date with market trends.
 CSP201m_FA24

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