1. The Best Social Media Campaign

Meaning

A comprehensive campaign that excels at many aspects, including strategy planning, idea execution and metrics-driven performance.

Judging criteria

- Strategy:

Social media strategy for brand in long-mid-short term

​

- Insight:

Unique social media insight and behaviour where brand can establish its role.

- Creative idea:

Social media driven

​

- Connection plan:

Make good use of digital channel mix for effective communication

Objective- based KPI

Social media indexes measured by Buzzmetrics

Full BSI scoring

- Buzz volume

- Audience scale

- Sentiment score

- Relevant score

- Virality score

- Diversity score

- Audience score

Social marketing performance benchmark by Buzzmetrics

% weight

20%

15%

20%

15%

15%

15%

2. The Best Innovative Social Media Campaign

Meaning

Campaigns those put newness as driving factor for success. The newness may be in technology, media channels or tactics. The campaign result must clearly show the impact of the applied innovation.

Judging criteria

-Strategy:

Clear strategic approach for innovative solution and how the innovation should be the answer for brand challenge

- Insight:

Unique social media insight or behavior that supports new creative approach.

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- Creative idea:

The innovative solution in the context of social media with clear explanation

- Connection plan:

The innovative social media solution is implemented across social media channels/ platforms and create halo effect/ domino impact.

Objective- based KPI

Social media indexes measured by Buzzmetrics

Full BSI scoring

- Buzz volume

- Audience scale

- Sentiment score

- Relevant score

- Virality score

- Diversity score

- Audience score

Social marketing performance benchmark by Buzzmetrics

​

% weight

10%

30%

30%

10%

10%

10%

3. The Best Use of Content Creativity

Meaning

Campaign with well executed content, taking advantage of social insights, going viral on social.

Judging criteria

- Strategy:

Clear content strategy to solve a specific brand challenge

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- Insight:

Unique social media insight, trend or behavior for content development

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- Creative idea:

​

Uniqueness in content development based on the understanding of social media user

- Connection plan:

​

Make good use of digital channel mix for effective communication

Objective- based KPI

Social media indexes measured by Buzzmetrics

​

Full BSI scoring

- Buzz volume

- Audience scale

- Sentiment score

- Relevant score

- Virality score

- Diversity score

- Audience score

Social marketing performance benchmark by Buzzmetrics

% weight

10%

30%

30%

​

10%

10%

10%

4. The Best Influencers Strategy

Meaning

Campaigns those put influencers in the center of the strategy. With creativity in collaborating with influencers, the campaign must prove its impact via objective-based results.

Judging criteria

- Strategy:

Influencer selection strategy with clear influencer portrait and role to answer brand challenge

- Insight:

• Well-picked social media insight, trend or behavior that supports KOL selection & execution
• KOLs’ insight that’s been leveraged for campaign

- Creative idea:

Creativity in leveraging KOL

​

​

- Connection plan:

With KOLs at the center, the campaign is well deployed across multiple social media channels to create halo effect.

Objective- based KPI

​

Social media indexes measured by Buzzmetrics

Full BSI scoring

- Buzz volume

- Audience scale

- Sentiment score

- Relevant score

- Virality score

- Diversity score

- Audience score

Social marketing performance benchmark by Buzzmetrics.

% weight

15%

20%

20%

10%

15%

20%

5. The Best Social & Commerce Integration

Meaning

Campaigns those leveraging social media for business goal purpose. The business goal may be lead generation or sale results. The outcomes must be supported by the campaign's impact, with proven increased ROI.

Judging criteria

- Strategy

Clear strategy that integrates social marketing and digital commerce for sale results or lead generation.

- Insight:

Well-picked social media insight, trend or behavior that supports brand to generate leads/sales.

- Creative idea:

Creativity in leveraging social media for business goal purpose.

​

​

- Connection plan:

Make good use of digital channel mix for effective investment.

​

​

Objective - based KPI

The outcomes must be supported by the campaign's impact, with proven increased ROI.

Social media indexes measured by Buzzmetrics

Full BSI scoring

- Buzz volume

- Audience scale

- Sentiment score

- Relevant score

- Virality score

- Diversity score

- Audience score

Social marketing performance benchmark by Buzzmetrics

% weight

15%

15%

20%

15%

20%

15%

6. The Best Event With Social Media Strategy

Meaning

Campaigns using event (online and offline) as key activity to drive consumer’s experience. To maximize the influence of the brand, the campaign needs to demonstrate how its event and social media integration strategy worked.

Judging criteria

- Strategy:

Strategy to prove event is an effective solution for brand’s challenge

​

- Insight:

Uniqueness in leveraging social behavior in event organizing & amplifying

- Creative idea:

Engaging social media idea for registration/ amplification

​

​

- Connection plan:

Make good use of digital channel mix for effective communication

​

​

Objective- based KPI

​

Social media indexes measured by Buzzmetrics

Full BSI scoring

- Buzz volume

- Audience scale

- Sentiment score

- Relevant score

- Virality score

- Diversity score

- Audience score

Social marketing performance benchmark by Buzzmetrics

% weight

5%

10%

20%

25%

15%

25%

7. The Best CSR Campaign

Meaning

This recognition honoring outstanding initiatives that address local community needs, demonstrate corporate social responsibility, measure impact with social indexes, and have long-term potential. Especially in appealing their consumers to join-hand in solving or spreading the community’s challenges.

Judging criteria

- Strategy:

​

​

Short-mid-long term strategy to prove CSR action from the brand is an effective solution for community’s challenges.

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- Insight:

​

Well-picked insights that bring the community to join-hands to solve or spread awareness about the challenges.

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- Creative idea:

​

​

Engaging social media idea for raising awareness and participations.

- Connection plan:

​

Make good use of digital channel mix for effective communication

​

​

​

Objective- based KPI

​

Clear measurement of campaign’s effectiveness based on the original objectives

Social impact measured by Buzzmetrics

​

Full BSI scoring

- Buzz volume

- Audience scale

- Sentiment score

- Relevant score

- Virality score

- Audience Score

- Diversity Score

​

Social marketing performance benchmark by Buzzmetrics

% weight

20%

20%

15%

15%

20%

10%

8. Rising Star

Meaning

​

Non-applicable category. The prize is to honor the new emerging brand with remarkable campaign in social era from submitted cases, voted by Jury boards.

​

Judging criteria

Definition of a new brand:

• Have not been receiving an award in any categories belonging BSI Awards
• Have at least 1 submitted campaign on the Shortlist
• Brands have been established or foreign brand joined Vietnam market within 5 years
• If a child brand belongs to a group brand/corporation, that brand needs to be developed independently and serve the specific needs of customers.

​

How to select:

• 100% by final round Jury

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9. Agency Of The Year

Meaning

Non-applicable category. The prize is to honor the agency with remarkable ability in creating excellent social marketing campaigns in Vietnam market.

Criterias

No. of Total campaigns on the Shortlists

No. of Unique campaign on the Shortlists

No. of Bronze/Rising Star

Silver

Gold

Total

Point

1

2

1

2

3

​

Agency A

5x1

5x2

0x1

0x2

2x3

21

Agency B

3x1

1x2

0x1

0x2

3x3

14

Case

(N = No. of submission)

Unit Price

Discount rate

KH mua lẻ

12.000.000

0%

Early bird + payment

(before Dec 19th, 2023)

12.000.000

3%