Applying the S.M.A.R.T Model to Set KPIs for a KOC Booking Campaign
Author: Head of Planning, Height Media | Topic: Planning Skills
Your manager gives you the task: “Book KOC creators effectively!”
“Effective” is a very vague term. To avoid challenges during acceptance reporting, define it precisely using the S.M.A.R.T. model.
Below is how Height Entertainment set goals for every project.
1. S - Specific
Do not say: “We want more people to know about us.”
Say: “I want to reach 500.000 women aged 18-24 in Hanoi.”
$\rightarrow$ The more specific the goal, the more precise the KOC selection.
2. M - Measurable
This is the most important part. It must be tied to numbers.
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For branding: Commit to 1.000.000 Views, with CPM (cost per 1000 impressions) < 50.000 VND.
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For engagement: Commit to 50.000 Likes and 2.000 Comments.
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For sales: Commit to 10.000 Bio Link clicks, 500 orders and revenue of 100 million VND.
3. A - Achievable
Be realistic. Look at your budget and historical data.
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A budget of 10 million VND but expecting 1 million views + 1000 orders $\rightarrow$ Mission Impossible.
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The agency's role is to advise what you can realistically achieve with 10 million VND (for example: 50k views + 20 orders).
4. R - Relevant
Does the KOC Booking goal serve the overall business objective?
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If the company needs to clear stock (urgently needs cash) but you book KOC creators for Branding (awareness) $\rightarrow$ Not relevant. This is when you need to book sales livestream KOC creators.
5. T - Time-bound
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“How long will it take to reach 1 million views?”
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A KOC campaign is usually most effective during The first 7 days after posting. KPIs must be finalised within this timeframe. Do not let them remain open-ended.
An Example of a SMART Goal
“Lipstick A launch campaign, budget 50 million VND. Goals:
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S: Reach Gen Z customers who love beauty.
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M: Achieve at least 500.000 views across all channels and 1000 clicks to Shopee.
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A: Use 5 Micro KOC creators in Beauty (each committing to 100k views).
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R: Support top search placement for the keyword 'Son A' on TikTok.
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T: Completed during 15/10 - 30/10.”
Conclusion
“If you cannot measure it, you cannot manage it.”
Working with KOC creators means working with people (emotions), but managing campaigns means working with data (reason). SMART is the anchor that keeps you on course.
At Height Entertainment, every contract includes a SMART-based committed KPI appendix. If the KPI is not met, we have a policy of Replacement bookings (Make-good).
