Digital Marketing Campaign: The Foodie Takes Flight

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Digital Marketing 4.0's Digital Marketing Campaign using Facebook Business Manager for AD Campaign, Chatbot Installation in Facebook Messenger and Newsletter via Wix ShotOut for the account of The Foodie Takes Flight.

ECQube
Lance Lim
Mariel Lopez
Dirk Pua
Eena Uy
Ateneo Graduate School of Business
DIGITAL MARKETING CAMPAIGN
ECQube

I. Who is The Foodie Takes Flight?
II. Actual Digital Marketing Plan
III. Lessons From The Digital Marketing
Plan
The Foodie Takes Flight
Outline

Some of the The
Foodies Takes Flight’s
creations
… but who is The Foodie
Takes Flight?
Healthy, Yummy &
Vegan!

Est. 2015
Love for
Animals & Mother
Earth
Easy, vegan recipes
from simple ingredients

Utilize Instagram Follower Base of 286k to convert to FB followers
Currently at
11,500 followers

I. Facebook Ad Campaign
II. Introduction of Chatbot via Facebook
Messenger
III. E-mail Newsletter Campaign
Digital Marketing Plan
Strategies

KPI: INCREASE IN NUMBER OF FB FOLLOWERS
PRE-LAUNCH: 11.5K FOLLOWERS
I. FACEBOOK AD CAMPAIGN

Setting up the Facebook Ad Campaign - “Campaign”

Setting up the Facebook Ad Campaign - “Ad Sets”

Setting up the Facebook Ad Campaign - “Ads”

Results of the Facebook Ad Campaign
Overview

Results of the Facebook Ad Campaign
Campaign

Results of the Facebook Ad Campaign
Ad Set

FACEBOOK CAMPAIGN
FACEBOOK ADVERTISEMENTS

FACEBOOK CAMPAIGN: E-CONTEST
3-Day Contest
MECHANICS:
1.) Like our Facebook page
2.) Repost this with a caption saying why you want to win
the Vegan Kitchen e-book
3.) Tag 3 of your friends
4.) Subscribe to TFTF’s YouTube Channel

AFTER SNAPSHOT
11,896 likes
(+793)
12,373
followers
(+787)

GOAL: IMPROVE ON CHAT RESPONSE
TOWARDS INTERESTED FOLLOWERS
CURRENTLY: NO CHATBOT INTEGRATION
II. CHATBOT VIA MESSENGER

II. CHATBOT (VIA MESSENGER)
Digital Conversations 24/7
● A globalized audience
● Importance of quick chat
responses (24/7)
● Chatbot to be built to
answer common queries

II. CHATBOT (VIA MESSENGER)
Digital Conversations 24/7
Setting Up the Welcome Dialogue

II. CHATBOT (VIA MESSENGER)
Digital Conversations 24/7
Dialogues and Q&A

II. CHATBOT (VIA MESSENGER)
Digital Conversations 24/7
Other Features

II. CHATBOT (VIA MESSENGER)
Digital Conversations 24/7
Does It Actually Work?

GOAL: Send out the very ﬁrst
TFTF Monthly Newsletter
III. E-MAIL NEWSLETTER

III. E-MAIL NEWSLETTER
How to get Information from Subscribers?

III. E-MAIL NEWSLETTER
How to get Information from Subscribers?
GOOGLE FORMS
IN WEBSITE

III. E-MAIL NEWSLETTER
GOOGLE FORMS SAMPLE RESULTS: AROUND 500+ RESPONDENTS GLOBALLY

III. E-MAIL NEWSLETTER
How to get send out The Foodie Takes Flight
Newsletter?
Now that a list of the e-mail subscribers have been obtained,

III. E-MAIL NEWSLETTER
WIX SHOUTOUT
On the WIX
Dashboard

III. E-MAIL NEWSLETTER
WIX SHOUTOUT 3 Easy Steps:
1. Create
2. Add Recipients
3. Publish & Send

III. E-MAIL NEWSLETTER
SAMPLE AUGUST NEWSLETTER

III. E-MAIL NEWSLETTER
WIX SHOUTOUT ANALYTICS

8 STEPS: PRE-PRODUCTION PHASE
2. AUDIENCE MAPPING:
Targeting like-minded
people that potentially
want to learn new Vegan
recipes

8 STEPS: PRE-PRODUCTION PHASE
3. CONTENT IDEATION & PLANNING:
REFLECT THE PASSION AND
PERSONALITY OF TFTF IN HER FOOD
CREATIONS AND BLOGS

8 STEPS: PRODUCTION PHASE
4. CONTENT CREATION:
ALL PERSONALLY BY
TFTF HERSELF
- From recipe ideation to
execution to photography,
editing of photos and videos
and blogging

8 STEPS: DISTRIBUTION PHASE
5. CONTENT DISTRIBUTION:
WORD OF MOUTH
OWN CHANNELS - WEBSITE,
NEWSLETTER, INSTAGRAM,
FACEBOOK, YOUTUBE
Story mention in Instagram user Madireyn

CONTENT DISTRIBUTION
https://www.thefoodietakesﬂight.com
https://www.youtube.com/channel/UCkXdahh-G5hZo5QbYvJqB8Q
https://www.instagram.com/thefoodietakesﬂight/

https://www.facebook.com/thefoodietakesﬂight
https://www.pinterest.ph/thefoodietakesﬂight/
NEWSLETTER
CONTENT DISTRIBUTION

8 STEPS: DISTRIBUTION PHASE
6. CONTENT AMPLIFICATION:
CHATBOT IN FB
MESSENGER
& FB E-CONTEST!

CONTENT AMPLIFICATION
REPOSTS STORY MENTIONS
REPLIES TO COMMENTS

8 STEPS: POST-DISTRIBUTION PHASE
7. CONTENT MARKETING
EVALUATION:
LACK OF VISIBILITY IN
FACEBOOK
SAME POST:
IG 31 comments vs FB 15 comments

8 STEPS: POST-DISTRIBUTION PHASE
8. CONTENT MARKETING
IMPROVEMENT:
INCREASE ENGAGEMENT IN FB
- FB BUSINESS MANAGER & ADS
- E-Contest for a FREE copy of
The Vegan Kitchen Cookbook

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SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers. • SEOs now use AI to optimize content. • Google now uses AI to generate answers. • Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape. Key Takeaways: How to use AI to optimize your content How to find topics that algorithms love How to get AI to mention your content and your brand

AI Best Practices for Marketing HUG June 2024

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Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from. Key Takeaways: - How NOT to shoot your digital program in the foot by using flashy but ineffective resources - The best ways to think about AI in connection with digital marketing - How to cut through self-serving marketing advice and engage in channels that truly grow your business

Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...

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How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf

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Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.

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No Cookies, No Problem - Steve Krull, Be Found Online

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"

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No Cookies, No Problem - Steve Krull, Be Found Online

Digital Marketing Campaign: The Foodie Takes Flight

1. ECQube Lance Lim Mariel Lopez Dirk Pua Eena Uy Ateneo Graduate School of Business DIGITAL MARKETING CAMPAIGN ECQube

2. I. Who is The Foodie Takes Flight? II. Actual Digital Marketing Plan III. Lessons From The Digital Marketing Plan The Foodie Takes Flight Outline

3. Some of the The Foodies Takes Flight’s creations … but who is The Foodie Takes Flight? Healthy, Yummy & Vegan!

4. Est. 2015 Love for Animals & Mother Earth Easy, vegan recipes from simple ingredients

5. https://www.thefoodietakesﬂight.com

6. https://www.thefoodietakesﬂight.com

7. CHANNELS

8. CHANNELS - CURRENT

9. CHANNELS - CURRENT

10. I. Who is The Foodie Takes Flight? II. Actual Digital Marketing Plan III. Lessons From The Digital Marketing Plan The Foodie Takes Flight Outline

11. WHAT IS OUR GOAL? Increase awareness of the TFTF brand in Facebook, since FB is the number one social media platform.

12. Utilize Instagram Follower Base of 286k to convert to FB followers Currently at 11,500 followers

13. BEFORE SNAPSHOT

14. CHANNELS to TAP

15. I. Facebook Ad Campaign II. Introduction of Chatbot via Facebook Messenger III. E-mail Newsletter Campaign Digital Marketing Plan Strategies

16. KPI: INCREASE IN NUMBER OF FB FOLLOWERS PRE-LAUNCH: 11.5K FOLLOWERS I. FACEBOOK AD CAMPAIGN

17. Setting up the Facebook Ad Campaign - “Campaign”

18. Setting up the Facebook Ad Campaign - “Ad Sets”

19. Setting up the Facebook Ad Campaign - “Ad Sets”

20. Setting up the Facebook Ad Campaign - “Ad Sets”

21. Setting up the Facebook Ad Campaign - “Ads”

22. Results of the Facebook Ad Campaign Overview

23. Results of the Facebook Ad Campaign Campaign

24. Results of the Facebook Ad Campaign Ad Set

25. Results of the Facebook Ad Campaign Ads

26. FACEBOOK CAMPAIGN FACEBOOK ADVERTISEMENTS

27. FACEBOOK CAMPAIGN 11,500286K

28. FACEBOOK CAMPAIGN: E-CONTEST 3-Day Contest MECHANICS: 1.) Like our Facebook page 2.) Repost this with a caption saying why you want to win the Vegan Kitchen e-book 3.) Tag 3 of your friends 4.) Subscribe to TFTF’s YouTube Channel

29. 1200 FACEBOOK CAMPAIGN: E-CONTEST 628

30.

31. FACEBOOK CAMPAIGN: E-CONTEST

32. AFTER SNAPSHOT 11,896 likes (+793) 12,373 followers (+787)

33. GOAL: IMPROVE ON CHAT RESPONSE TOWARDS INTERESTED FOLLOWERS CURRENTLY: NO CHATBOT INTEGRATION II. CHATBOT VIA MESSENGER

34. II. CHATBOT (VIA MESSENGER) Digital Conversations 24/7 ● A globalized audience ● Importance of quick chat responses (24/7) ● Chatbot to be built to answer common queries

35. II. CHATBOT (VIA MESSENGER) Digital Conversations 24/7 Setting Up the Welcome Dialogue

36. II. CHATBOT (VIA MESSENGER) Digital Conversations 24/7 Dialogues and Q&A

37. II. CHATBOT (VIA MESSENGER) Digital Conversations 24/7 Other Features

38. II. CHATBOT (VIA MESSENGER) Digital Conversations 24/7 Does It Actually Work?

39. GOAL: Send out the very ﬁrst TFTF Monthly Newsletter III. E-MAIL NEWSLETTER

40. III. E-MAIL NEWSLETTER How to get Information from Subscribers?

41. III. E-MAIL NEWSLETTER How to get Information from Subscribers? GOOGLE FORMS IN WEBSITE

42. III. E-MAIL NEWSLETTER GOOGLE FORMS

43. III. E-MAIL NEWSLETTER GOOGLE FORMS SAMPLE RESULTS: AROUND 500+ RESPONDENTS GLOBALLY

44. III. E-MAIL NEWSLETTER How to get send out The Foodie Takes Flight Newsletter? Now that a list of the e-mail subscribers have been obtained,

45. III. E-MAIL NEWSLETTER WIX SHOUTOUT

46. III. E-MAIL NEWSLETTER WIX SHOUTOUT On the WIX Dashboard

47. III. E-MAIL NEWSLETTER WIX SHOUTOUT 3 Easy Steps: 1. Create 2. Add Recipients 3. Publish & Send

48. III. E-MAIL NEWSLETTER SAMPLE AUGUST NEWSLETTER

49. III. E-MAIL NEWSLETTER SAMPLE AUGUST NEWSLETTER

50. III. E-MAIL NEWSLETTER WIX SHOUTOUT ANALYTICS

51. III. E-MAIL NEWSLETTER WIX SHOUTOUT ANALYTICS

52. I. Who is The Foodie Takes Flight? II. Actual Digital Marketing Plan III. Lessons From The Digital Marketing Plan The Foodie Takes Flight Outline

53.

54. 8 STEPS: PRE-PRODUCTION PHASE 1. GOAL SETTING: TFTF Brand-Building in Facebook - Brand Awareness

55. 8 STEPS: PRE-PRODUCTION PHASE 2. AUDIENCE MAPPING: Targeting like-minded people that potentially want to learn new Vegan recipes

56. 8 STEPS: PRE-PRODUCTION PHASE 3. CONTENT IDEATION & PLANNING: REFLECT THE PASSION AND PERSONALITY OF TFTF IN HER FOOD CREATIONS AND BLOGS

57. 8 STEPS: PRODUCTION PHASE 4. CONTENT CREATION: ALL PERSONALLY BY TFTF HERSELF - From recipe ideation to execution to photography, editing of photos and videos and blogging

58. 8 STEPS: DISTRIBUTION PHASE 5. CONTENT DISTRIBUTION: WORD OF MOUTH OWN CHANNELS - WEBSITE, NEWSLETTER, INSTAGRAM, FACEBOOK, YOUTUBE Story mention in Instagram user Madireyn

59. CONTENT DISTRIBUTION https://www.thefoodietakesﬂight.com https://www.youtube.com/channel/UCkXdahh-G5hZo5QbYvJqB8Q https://www.instagram.com/thefoodietakesﬂight/

60. https://www.facebook.com/thefoodietakesﬂight https://www.pinterest.ph/thefoodietakesﬂight/ NEWSLETTER CONTENT DISTRIBUTION

61. 8 STEPS: DISTRIBUTION PHASE 6. CONTENT AMPLIFICATION: CHATBOT IN FB MESSENGER & FB E-CONTEST!

62. CONTENT AMPLIFICATION REPOSTS STORY MENTIONS REPLIES TO COMMENTS

63. 8 STEPS: POST-DISTRIBUTION PHASE 7. CONTENT MARKETING EVALUATION: LACK OF VISIBILITY IN FACEBOOK SAME POST: IG 31 comments vs FB 15 comments

64. 8 STEPS: POST-DISTRIBUTION PHASE 8. CONTENT MARKETING IMPROVEMENT: INCREASE ENGAGEMENT IN FB - FB BUSINESS MANAGER & ADS - E-Contest for a FREE copy of The Vegan Kitchen Cookbook

65. ECQube Lance Lim Mariel Lopez Dirk Pua Eena Uy Ateneo Graduate School of Business DIGITAL MARKETING CAMPAIGN ECQube

Digital Marketing Campaign: The Foodie Takes Flight

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