Facebook campaign, in fulfillment of the reqt of Digital Marketing (Ateneo Regis)

1. MDG SALTED FARM
Facebook Campaign
Ana May S. Capati
Ateneo Graduate School of Business
January 26, 2018

2. Outline
• Situation
• Company Profile
• Current Marketing Plan
• Problem
• Analysis
• Communication Objectives
• Plan
• Presentation of Results
• Decision
• Execution
• Recommendation for Sustained Efforts on Facebook

3. Situation
• The Pinoy duck market is traditionally a backyard industry with low margin and
low revenue, bringing in little profit for duck farmers in the Philippines.
• There has been a significant demand lately for salted egg in restaurants,
hotels and food catering services. Social media is also abuzz with this latest
craze to hit the local food scene---salted egg potato chips. salted egg custard
buns, salted egg croissants, salted egg prawns, salted egg chicken wings,
salted egg doughnut, salted egg pasta and even salted egg powdered
seasoning.
• The challenge is how to rise above the noise and buzz on salted egg.

4. Profile: MDG Salted Farm
• Located at Brgy Palay Palay, Jala Jala
Rizal
• MDG stands for Melonnie, Donnel and
Gienah (owners’ children)
• Owners: Melinda and Dionisio Ponce
• Started in 2013, registered with DTI in
2014

5. MDG: 4Ps
Product
Salted Eggs:
• P13/pc-Wholesale* • P15/pc-Retail
*Minimum of 150pcs, inclusive of dlvry
Price
Salted Egg
Puree:
• P100
Raw Honey:
• P1K- 1 liter
• P250 –250ml
Place • Store in Angono,
Rizal
• Weekly delivery
at Taytay Market
• Bazaars, DTI events
Promotion • Word of mouth • Events • Facebook page
since Sept 6, 2017

6. MDG: Facebook Page Prior to Campaign

7. About Page

8. Last Post on Nov. 28, 2017
• Son-in-law created
the page
• Turned over site
maintainance to
owner

9. • Since September, there
were only 8 posts on
MDG booths in various
bazaars in Metro Manila
• Low awareness
• Engagement from likers
and followers came from
friends and relatives
Page Insights

10. Problem
• Using Facebook, how can MDG Salted Farm increase awareness as a
provider of fresh, quality products?
• How can it effectively re-introduce a unique product amidst all the noise?

11. Communication Objectives
1. To establish the MDG brand as a provider for fresh, quality produce by
increasing awareness.
2. To re-introduce a unique product from MDG, salted egg puree.

12. 1) Enhancements on existing Facebook page
2) Advertising
• Campaign started: June 21-24, 2018
• Audience chosen for Targeting:
• 22 and up
• Male and Female
• Lives in any of 6 areas: Angono, Antipolo,
• Cainta, Marikina, Pasig and Taytay
(near central distribution point of MDG Salted Farm in Angono, Rizal)
• Interests in Food, Business, Entrepreneurship
Tactical Plan

13. Page Enhancements
2. Improved the
Cover (slideshow
Of product shots
1. Re-arranged
Tabs; added
Events
*Proposed to rename the page from MDG Salted eggs to MDG Farm; owner is amenable to MDG Salted Farm.
Awaiting approval from Facebook

14. Page Enhancements
3. Added upcoming
Event in “Events” tab
- Posted Feb. 4 event
4. Improved the
“About” Tab
Business description
Added Urban Farm
Added a brief
Background as
content for
“Story”

15. Page Enhancements
5. Added the “Menu” Tab to
showcase products with
price since most of the
private messages were
about the prices of the
product
6. Maximized past
publicity efforts on MDG

16. Desktop News Feed
Mobile News Feed
Desktop News Feed
Mobile News Feed
Ad #1 : BOOSTED POST
(Video View)
Period : Jan 21-22 (2 days)
Budget : P260
Ad #2 : BOOSTED POST
(Post Engagement)
Period : Jan 23-24 (2 days)
Budget : P260
Desktop News Feed
Mobile News Feed
Instagram
Ad #3 : SEND MESSAGE PROMOTION
Period : Jan 24 (1 day)
Budget : P50
Advertising: Ad Set (Total Budget = P570)

17. Tactical Plan: Ad 1/ Video Ad on MDG
Frame#1
Frame#2 Frame#3 Frame#4
Frame#5 Frame#6 Frame#7
• Desktop and mobile news feed versions

18. Tactical Plan: Ad 2/ Ad Post on SALTED EGG PUREE
• Rehash of a 2017 internet article on MDG
Desktop
news feed
version
Mobile
news feed
version

19. Tactical Plan: Ad 3/ Ad Post on SALTED EGG PUREE
• Included Instagram

20. Results: Summary
99% increase in Page Like 100% increase in Page Follow
• 65% of Page Likes came from People who
visited MDG Page, followed by 18% directly
from ads
• 60% of Page Follows came from People who
visited MDG Page

21. Results: Summary
• Cost of Reach: PhP 23.94
• Cost of Engagement: PhP 10.30

22. Results:
REACH
• 501 Reached
• 5,644 Video Views
• 3 Messaging Replies
ACTUAL
EXPENSE: PhP 260 PhP 260 P49.25
COST OF REACH PhP 0.02 PhP 0.07 PhP 0.09
AD 1/VIDEO AD 2/POST
ENGAGEMENT
Reactions,
comments & shares
Post ClickPost Click
Reactions,
comments & shares
AD 3/POST w/ Instagram
• Ad1/Video was most effective: highest reach at lowest cost

23. Audience Insights:
• The ads were most popular among women
aged 45-54
• Exposure to ads were mostly through mobile
devices than computers.

24. Detailed Results: Ad 1
• 91% are women, mostly in the 55
and up bracket

25. Detailed Results: Ad 2
• 96% are women,
mostly in the 45
and up bracket

26. Detailed Results: Ad 3
• 91% are women, mostly in the
55 and up bracket
• Ad delivery was optimized in
Facebook compared to other
channels
• No significant result in
Instagram

27. Leads/Orders:
• MDG Salted Farm received 34 private messages , mostly queries
on product price and distribution for salted egg puree.
• 5 leads already translated to Resellership in target areas, Marikina &
Taytay, approx. P9,900; thus, already incurred profit of P9,330.75 had
the owner paid for Facebook advertising.

28. Decision
• Facebook campaign for MDG Salted Farm successfully achieved its objectives:
 Generated awareness for the company and its products
 Generated leads on its products, specially salted egg puree
• Most effective with highest engagement was video ad.
• The products appeal mostly to women, aged 45 yrs and above. These may be
mothers whose purchase interest is for household consumption or small business.
• Small businesses like MDG Salted Farm should promote on Facebook for wider
reach at the least possible cost . For MDG, promoting on Instagram may not be a
viable option since target market are not users of the latter.

29. Execution
For Phase 2, it is recommended that MDG Salted Farm implement the following:
• Release video ads at least quarterly and boost performance for at least 3 days,
with drive to LIKE the Page to increase its community of followers
• Do monthly posting of food shots of its products as applied or used in various
meals
• Maintain a regular, updated post on events, photos
• Include site photos of its farm in Jala Jala, Rizal and outlet in Angono, Rizal