The Chivita 100% "Breakfast with Chivita" social media campaign ran from January 25th to April 30th, 2017. The goal was to promote the importance of eating a complete breakfast with Chivita 100%. Across Facebook, Twitter, and Instagram, the campaign achieved or exceeded its targets for metrics like posts, likes, comments, and shares. Engagement was highest when influencers were used on Twitter and when Facebook posts encouraged user input. Overall, the campaign was successful in raising awareness of its message through digital strategies and social media promotion.

1. Chivita 100% Q1 2017 Social
Media Campaign Report

2. Summary
 The Chivita 100% campaign tagged “Breakfast with Chivita” started on the 25th of January, 2017, and ended on the 30th of
April, 2017.
 The objective of the campaign was todrivetheimportanceofhavingacompletebreakfastwithChivita100%.Thecampaignmadeuseof
digital strategies to drive across its message by engaging and interacting with the target audience within the online space.
 Posts where made with hashtags like #BreakfastwithChivita, #IMissedBreakfastBecause, etc., to drive communication for the
campaign.
 The campaign activities were held on Facebook, Twitter and Instagram.
 At the end of the campaign on the 30th of April, there were a total of 22,925 post likes, 398 shares and 3,512 comments on
Facebook.
 Tweets made by Chivita 100% generated a total of 1,905 retweets/likes/replies.
 On Instagram, posts by Chivita 100% had a total of 10,156 likes.

3. Facebook Analysis

4. The brand’s fan base on Facebook slightly decreased during the
campaign period due to Facebook Audits of spam accounts.
On the 25th of January, Chivita 100% had 521,321
fans on Facebook.
-733 fans
(0.14%)
On 30th April, Chivita 100% had 520,588 fans on
Facebook.

5. On average, more fans unliked the Facebook page than net page
likes during the campaign period.
• This provides an explanation for the decrease in the brand’s
fan base at the end of the campaign period.
• The highest number of fan growth was experienced on the
30th of March, with a net like of 27 fans.
• 55 people un-liked the Chivita 100% Facebook page on the
2nd of February. This was the most during the campaign
period.
• Between the 18th of March and 1st of April, the brand
experienced positive net likes during the campaign period.

6. Men make up 60% of the brand’s Facebook Fan base.
• Majority of the brand’s fans fall within the age of 18 to 34,
making up for 74% of the brand’s fan base.
• Given that the brand’s target market is Nigeria, this is
reflected in the fan base on Facebook, as over 58% of the
fans reside in Nigeria.
• The language of the brand’s Facebook fan base is pre-
dominantly English.
• However, the brand’s Facebook fan base spreads to several
locations around the world. This could be as a result of
Nigerians living in these other locations.

7. Chivita 100% engaged fans during the campaign period with 505 posts.
During the course of the campaign period, on its content
posted, the brand accrued:
22,925 398 3,512
The highest engagement
during the campaign
period was on the 17th of
April (Easter Monday).
The content posted had a
reach of 11.7K, 385 clicks,
and 385 reactions,
comments and shares.

8. The top three engaged posts on Facebook during the campaign period had a
combined total of 358 likes; all organic.
92 1 37192 3 92 74 3 38

9. Only the target for post insertions was achieved, and also exceeded during the
campaign period.
6,750
2,250
450
45,000
3,512
398 505
22,925
0
10,000
20,000
30,000
40,000
50,000
Comments Shares Post Insertions Post Likes
Campaign Target Vs. Achieved Result
Target Achieved
Metrics Target Achieved Compliance
Comments 6,750 3,512 52%
Shares 2,250 398 17.6%
Post
Insertions
450 505 112%
Post Likes 45,000 22,925 50.9%

10. Social Media Report - Facebook
S/N METRICS
TOTAL
TARGET (3
months)
WEEKLY
TARGET
25th -29th
January
30th - 5th
February
6th Feb -
12th Feb
13th Feb -
19th Feb
20th Feb -
26th Feb
27th Feb -
5th March
6th - 12th
Mar
13th -
19th
Mar
20th -
26th
Mar
27th Mar-
2nd Apr
3rd - 9th
Apr
10th -
16th Apr
17th -
23rd Apr
24th -
30th Apr Total
Average
per
week
1
Net Page
Fans - - -77 -122 -106 104 218 -58 -44 0 113 129 -27 -68 -69 -54 259 32
2Comments 6,750 525.0 99 74 138 100 293 235 330 367 192 444 308 263 433 236 3,512 251
3Shares 2,250 175.0 28 10 26 34 45 27 22 17 12 14 22 45 41 55 398 28
4
Posts
insertions 450 35.0 26 25 34 34 38 37 38 39 40 43 40 36 40 35 505 36
5Post Likes 45,000 3,500 1,788 1,276 1,691 1,470 1,848 1,639 1,479 1,704 1,534 1,897 1,529 1,530 2,052 1,488 22,925 1,638

11. Twitter Analysis

12. The number of impression refers to the number of times users saw
Chivita 100’s tweets during the campaign period.
The brand had its highest
number of impressions of
10.4K+ on the 4th of April
from six tweets.

13. Engagement is the number of times users interacted with the brand’s tweets.
The top three tweets by engagement had a total of 352 combined.
79 retweets/9 likes 74 retweets/7 likes 44 retweets/11 likes
This tweets were posted between April 25th and April 27th, and the high engagement on these tweets could be attributed to the use of
Twitter influencers during this period. These influencers are people who have a large fan base on Twitter.

14. Target metrics set for the campaign were passed and exceeded over the
campaign period.
450
1350
537
1943
0
500
1000
1500
2000
2500
Tweets Retweet/Replies/Likes
Campaign Target Vs. Achieved Result
Target Achieved
Metrics Target Achieved Compliance
Tweets 450 537 119.3%
Retweet/Replies/Likes 1350 1943 143.9%

15. Social Media Report - Twitter
S/N METRICS
TOTAL
TARGET (3
months)
WEEKLY
TARGET
25th -
29th
January
30th -
5th
February
6th Feb -
12th Feb
13th Feb
- 19th
Feb
20th Feb
- 26th
Feb
27th Feb
- 5th
March
6th -
12th Mar
13th -
19th
Mar
20th -
26th
Mar
27th
Mar- 2nd
Apr
3rd -
9th
Apr
10th -
16th
Apr
17th -
23rd
Apr
24th -
30th
Apr Total
Averag
e per
week
Percen
tage
Compli
ance
1Followers - - 17 2 -32 6 5 33 15 -25 -349 1 4 7 0 36 94 8
2Tweets 450 35 24 28 36 30 38 47 41 46 48 46 43 36 37 37 537 38 110%
3
Retweet/Re
plies/Likes 1350 105 58 89 122 48 105 52 195 216 118 173 149 102 97 419 1,943 139 132%

16. Instagram Analysis

17. During the campaign period, Chivita 100% had its highest post impression on
the 28th of April.
Impression: 1,344 people.
Reach: 789 people.
Engagement: 104 (91 likes/11
comments/2 shares).
Other top posts by Impression:
1,120 people.1,156 people.
Other top posts by Reach:
81 (80 likes/1 comment).
Other top posts by Engagement:
75 (73 likes/2 comments).
723 people. 717 people.

18. Target metrics set for the campaign were passed and exceeded over the
campaign period.
450
1350
494
10,156
0
5000
10000
15000
Post Likes
Campaign Target Vs. Achieved Result
Target Achieved
Metrics Target Achieved Compliance
Posts 450 494 109.7%
Likes 1350 10,156 752.3%

19. Social Media Report - Instagram
S/N METRICS
TOTAL
TARGET (3
months)
WEEKLY
TARGET
25th -
29th
January
30th -
5th
February
6th Feb -
12th Feb
13th Feb
- 19th
Feb
20th Feb
- 26th
Feb
27th Feb
- 5th
March
6th -
12th Mar
13th -
19th
Mar
20th -
26th
Mar
27th
Mar- 2nd
Apr
3rd -
9th
Apr
10th -
16th
Apr
17th -
23rd
Apr
24th -
30th
Apr Total
Averag
e per
week
Percen
tage
Compli
ance
1Followers - - 31 325 56 43 51 71 30 54 32 35 31 56 37 39 891 64
2Post 450 35 17 28 31 30 38 37 38 41 40 42 41 36 40 35 494 35 101%
3Likes 1350 105 456 554 545 798 880 842 856 674 650 613 495 426 604 1763 10,156 725 691%

20. Digital Advertising Analysis

21. Furthermore, there were sponsored posts on social media, as well as Google
Display Network ads to create awareness for the campaign.

22. There were sponsored posts on Facebook & Instagram to drive further
awareness about the campaign on social media.
• Sponsored posts on Facebook had a reach
of 6,934,957 people. Instagram had a
reach of 2,270,604. This brought the total
reach to 9,205,561
• Engagement for sponsored posts on
Facebook was 1,649 reactions, comments
and shares, while on Instagram,
• There were 7,714 post clicks on Facebook
sponsored posts, and
Metrics Target Achieved Compliance
Reach on Facebook 19,533,850 6,934,957 35.5%
Reach on Instagram 3,324,000 2,270,604 68.3%

23. VIDEO ADS ON FACEBOOK &
INSTAGRAM
Metrics Target Achieved Compliance
Reach on Facebook 3,150,914 1,083,068 34.4%
Reach on Instagram 1,959,907 651,675 33.3%
• The #BreakfastWithChivita Pinball TVC was used as
an ad on Facebook and Instagram.
• The TVC gathered a total of 1,100 views with 70%
watching up to 80% of the video ad.

24. The #BreakfastWithChivita100% TVC on YouTube was viewed 24,490 times
during the campaign period.
The TVC was watched for a total of 21,909 minutes, with an average view
duration of 53 seconds. The highest watch time during the campaign period was
recorded on the 9th of March when the TVC was watched for a total of 3,241
minutes.
• 99% of views for the TVC during the campaign period came from Nigeria,
and 0.1% from the UK and Mozambique respectively.
• 71% of the TVC viewers were male.
Metrics Target Achieved Compliance
Views 20,000 24,490 122.5%

25. Google Display Network was used during the campaign period to place
display ads on a huge network of sites across the internet.
Metrics Target Achieved Compliance
Impressions 9,000,000 9,285,018 103%
• The ads were placed on frequently visited sites
in Nigeria. These included sites like Punch
Newspaper, Vanguard Newspaper and Linda
Ikeji’s Blog, etc.
• The ads on these sites garnered a total of 9
million impressions during the campaign period.

26. Site Ads were also placed on Linda Ikeji’s Blog during the campaign period.
• Linda Ikeji was used as a platform to
drive the Breakfast with Chivita 100%
communication with a banner ad on the
site.
• The Ad was live on the 20th of April 2017
and is to run till the 20th of May 2017.

27. During the campaign period, there were blog posts on popular blog sites like
Linda Ikeji’s Blog and Naij.com.
• Blog posts about the Campaign were made on two of the most visited blog sites in Nigeria; Linda Ikeji and Naij.com.
• Two blogs were made on Linda Ikeji, and one was made on Naij.com.
• According to Mention, the Linda Ikeji Blog received a total of 6 Facebook Shares and 50 retweets on social media and reached a
total of 1.7 million fans, while the blog on Naij.com reached a total of 1.6 million fans with no social media interaction like Linda
Ikeji.
https://www.naij.com/1103603-3-words-loves-
hear-morning.html
http://www.lindaikejisblog.com/2017/05/lagos-
pinball-are-you-up-for-challenge.html
http://www.lindaikejisblog.com/2017/05/three-
words-that-everyone-loves-to-hear.html

28. OBSERVATIONS AND RECOMMENDATION
 Facebook achieved its highest reach when there were sponsored posts, and as such, it is recommended that there should be more
sponsored posts on Facebook during campaign periods.
 Promo or contests should be used on Facebook in order to ensure that we grow the fan base.
 Instead of doing a site takeover on Linda Ikeji’s Blog, it might be ideal to use Google Display Network to target the site as this
would provide us with the opportunity to get a better reach per cost.
 Posts that required input from users had more engagement levels during the campaign period.
 The use of Twitter influencers has the potential to create increased engagement and impression.

29. Thank You!