Operating Performance Overview

Campaign progress 22% (D+21) — Approved videos reached a cumulative 41.93M views, 22% of the 200M-view target — pacing on track for the campaign period
Of 225 submitted videos, 103 approved (46% approval rate), with organic views at 51% — confirming organic reach contribution alongside SPK Ads
Cumulative CPM (Impression) $1.12 / CPC $0.44 — efficient operation, confirming the algorithmic and self-driven activation effect of consumer-engagement content

Interim Check Summary (as of Aug 18)

PilotProgress 22%

Operating Day D+21 / Total 94 Days | As of: 2026-08-18

Videos Submitted	225	10%	2,200
Videos Approved	103	5%	2,200
Approved Video Views	41.93M	22%	200M Views
SPK Ads Budget Spent	$18,838	15%	$122,444
Paid Budget Spent	$18,434	18%	$100,000

Of 49.76M cumulative views, 25.56M are organic (51.4%) → Views excluding paid spend account for over half — confirming the content's own viral reach
Paid efficiency: CPM (Reach) $1.54 / CPC $0.44 → Operated mainly through Spark Ads impression CPM $0.79, about 2.5x more efficient than banner ads ($1.97)
Budget spend rate 16.8% ($37,272 / $222,444) — comfortable headroom remaining against ~73 days left in the period

Total	Total View (Org+Ad)	Total View Rate	Ad Impression	Ad Reach ≈ View	Ad Reach ≈View Rate	Organic View	Organic View Rate	Total Clicks	Spend	Imp. CPM	CPM Reach	CPC
Spk Ads	41,930K	84%	23,796K	17,739K	42%	24,191K	58%	84,383	$18,838	$0.79	$1.06	$0.22
Paid Banner	6,461K	13%	9,365K	6,461K	100%	-	-	-	$18,434	$1.97	$2.85	$0.75
Pure Organic View	1,366K	3%	-	-	0%	1,366K	100%	-	-	-	-	-
Total	49,757K	100%	33,161K	24,200K	49%	25,557K	51%	84,384	$37,272	$1.12	$1.54	$0.44

Challenge 1

Eat Buldak Somewhere Unexpected

(Jul 30 – Aug 10)

Total Approved: 58 / Total Views: 2,597K
Cumulative Followers: 325K / Total Engagement: 121K

Challenge 2

Eat Hottest Buldak with Poker Face

(Aug 11 – 24)

Total Approved: 43 / Total Views: 1,650K
Cumulative Followers: 2,026K / Total Engagement: 221K

Required filming at outdoor/distinctive locations → difficult for mega-tier (100K+) creators to participate → Participation centered on 3K–15K micro-tier creators → wide range of content published (approx. 70+ approved)

Fast participation leveraging creators' individual formats (mukbang, ASMR, etc.), which performed well → Lower entry barrier, strong participation from mid/mega-tier creators
7 creators with 100K+ followers participated (top: 298K) → 100K+ creators submitted repeat entries — 9 approved videos submitted
7 creators with 10K+ followers participated — 8 approved videos submitted

Spark Ads code submission rate: 70% → read as reflecting both the need for ad boosting and a strong desire for recognition
100K+ follower creators leaned on face-reveal + mukbang/ASMR-style formats → Published campaign content while keeping their own channel format
Beyond the 3 official hashtags, an average of ~2 extra hashtags were added → #mukbang (10), #fyp (8), #spicynoodles (7), etc.
Re-engagement rose with DM/comment interaction from the official account → 14 creators re-engaged / 33 submissions → repeated 1st–2nd round and same-content participation
Poker Face mission requires face reveal — received 4 inquiry emails asking to participate with alternative content
Sent "first-come gift" emails to spur early Poker Face participation, securing early involvement from 100K+ creators → Suggests demand for gift-driven follow-up content; "will the product be shipped?" was the most common question

Samyang
Roundsquare

3

Participation Funnel Analysis

Challenge entry is low, but exploration after entry is solid — mid-funnel drop-off and completion conversion need improvement

Current Participation Funnel Analysis

ATF

86,865 Total Incoming Users

│

Challenge Detail

10,551 12.1%

│

Participant Content

9,203 87.2%*

Drop-off Zone

│

Reward

5,008 47.5%*

│

Hall of Flame

3,878 36.8%*

*Based on users who reached the Challenge Detail page

Key Participation Actions

HOW TO PLAY

1,806 17.1%*

WATCH MORE VIDEOS

234 2.2%*

SUBMIT CTA

1,468 13.9%*

FUNNEL INSIGHT

LOW ENTRY

Entry into the Challenge page is limited relative to total incoming traffic

HIGH EXPLORATION

After entering the detail page, most users keep exploring through to the Participant Content section

MID-PAGE DROP

Early exploration holds steady, but reach falls sharply after Participant Content

DEEP EXPLORATION

Users who reach the Reward section keep exploring at a high rate all the way to the bottom of the page

Short-Term Improvement Plan

① Strengthen Initial Challenge Entry

→ Reinforce awareness of ATF Mission / Reward / Benefit
→ Redefine the Scroll CTA's role and review social proof

② Address Mid-Detail-Page Drop-off

→ Re-examine page sequence based on content reach rate
→ Consider moving Reward / Hall of Flame higher on the page

③ Improve Submit Completion Conversion

→ Review friction points in the Submit form and simplify the flow
→ Improve the re-entry / submit journey after external video production

④ Improve How-to-Play Flow

→ Strengthen the chain: How to Participate → Hashtag → TikTok → Submit

⑤ Diversify Missions / Challenges

→ Lower the entry barrier with new, low-difficulty missions

Performance by Acquisition Channel

Significant differences in participation conversion by acquisition channel — Paid shows high early drop-off, while Email/CRM shows strong completion conversion

Conversion Funnel by Acquisition Channel

		Challenge Entry				Actual Participation Complete
Channel	Traffic	Challenge Detail		Submit CTA		Submission Complete		Final Participation Rate
Paid	74,281	2,18801	2.9%	61	2.8%	1	1.6%	0.00%
QR	7,280	5,155	70.8%	703	13.6%	15	2.1%	0.21%
Website	2,305	1,224	53.1%	183	15.0%	5	2.7%	0.22%
Social	1,588	1,172	73.8%	226	19.3%	6	2.6%	0.38%
Email	814	507	62.3%	187	36.9%	9602	51.3%	11.79%
(none)	596	305	51.2%	109	35.7%	25	22.9%	4.19%
Total	86,865	10,551	12.2%	1,46903	13.9%	148	10.1%	0.17%

PAID

Early Challenge Entry Drop-off

Detail Entry: 2.9%

→ Strengthen ad–landing alignment and ATF participation motivation

QR

High Entry, Low Completion

Detail 70.8% → Completion 2.1%

→ Strengthen re-entry / submit connection after video production

WEBSITE · SOCIAL

Room to improve conversion after exploration

Detail 62–74% → Completion 2–3%

→ Strengthen participation motivation and the connection through to Submit

EMAIL / CRM

High Completion Conversion

814 traffic → 96 completions / 11.79% final

→ Consider expanding participation efforts based on high-intent audiences

KEY INSIGHT

01 VOLUME ≠ PARTICIPATION

Paid accounts for 85% of traffic / final participation conversion 0.00%

→ Aligning traffic and landing pages with participation intent matters more than expanding traffic volume

02 HIGH-INTENT AUDIENCE

Email/CRM has the highest final participation rate at 11.79%

→ Confirms the effect of driving participation through a pre-qualified audience

03 CROSS-SESSION JOURNEY

Submit CTA: 1,469 → Participation Complete: 148

→ Need to connect the participation journey, including video production and re-entry

→ Channel and participation-journey optimization should prioritize conversion over traffic volume