The document outlines a Facebook marketing campaign by Lou Ela Lina called "The Culinary Curator". It discusses applying Kotler's content marketing steps, including goal setting, audience mapping, content ideation, creation and distribution. It analyzes the performance of three Facebook ads, finding the ice cream video most engaging. Overall reach was high but click-through rates were low. Improvements could include refining the audience, making content more captivating and creating a blog. The campaign showed that Facebook ads can effectively promote to target consumers when content is relevant and engaging.

1. F A C E B O O K M A R K E T I N G C A M P A I G N
B Y L O U E L A L I N A
“The Culinary Curator”

2. Outlineof the Presentation
I. Introduction to Culinary Curator
II. Kotler’s Content Marketing Applied
III. What have we learned?

3. The Culinary Curator
Curator

4. Content Marketing
This presentation shall illustrate the usage of this Step-by-Step Content
Marketing from the book Marketing 4.0 by Kotler, Kartajaya, and Setiawan.

5. A W A L K T H R O U G H A P P L I C A T I O N O F T H E
C O N T E N T M A R K E T I N G S T E P - B Y - S T E P
P R O C E S S W H I L E U T I L I Z I N G F A C E B O O K A D S
“The Culinary Curator”

6. i. GoalSetting
• Drive more engagement among the
targeted audience by tickling their
curiosity and leading them to the websites
with more information regarding the food
subject matter.
• Get attention of merchants/ restaurants/
food busineses to promote with Culinary
Curator once it has created a large enough
sphere of influence.
• Influence them to actually visit the
restaurants and also share their personal
experiences (user-generated content)

7. ii.AudienceMapping
• AUDIENCE: Men and Women
• AGE: 18-49; and 18-65 years old
• LOCATIONS: Hong Kong, Japan,
South Korea, and Philippines
• Keywords: food, food lover, culinary
enthusiast, travel, explore,
restaurants, good food, asia

8. iii.Content Ideationand Planning
• Content is relevant to the focused
subject matter which is food and the
experiences that go with it.
• For Culinary Curator, content is more
of a personal advocacy to pursue
eating good food, and valuing the
good memories and experiences that
come with it.

9. iv. Content Creation
• Current: Content creation is taken care of
the curator. These are like mini blog posts
that create conversations among the page
likers and other net users. The posts were
more aimed at getting a pulse of what
tickles the fancy of consumers when it
comes to their dining experiences.
• Future Plan: To create a more elaborate
and informative personal blog that is all
about food and link it to the Page; create
some influence to a good lot of net users
and perhaps get the attention of these
restaurants to promote through my
website.

10. v. Content Distribution
POST TITLE
People
Reached
Post
Engagement %Engaged
Amount
Spent
Duration of
the
Campaign
Kairikiya Ramen (Kyoto) 6,109 69 1% 209.80 10days
Café by the Ruins (Baguio) 2,973 154 5% 211.60 10days
Who doesn't love ice cream? 14,472 13,535 94% 400.00 7days
REACH Organic Paid
Kairikiya Ramen (Kyoto) 89 6,145
Café by the Ruins (Baguio) 309 2,997
Who doesn't love ice cream? 36 14,521
• Content was distributed
through ads reaching 24,213
people with more than 50% of
which showing interest to the
subject matter through post
engagements.
• The ‘Who doesn’t love ice
cream?’ post show the most
number of engagements as if
implicating that more
animated posts are found as
more engaging by consumers.
• It is also evident that there is
really a boost in terms of
reach when we invest on ads
as reflected on the figures of
organic vs. paid.

11. vi. Content Amplification
For Future Plans:
• Post interesting stories of travelers
instead of merely posting about food
• Improve placement of ads across
relevant channels
• Feature blog stories with a renowned
celebrity or expert regarding the food
blog post.
• Create short video clips and write
captivating conversational captions like,
“Do you like eating ramen?”

12. vii. ContentMarketing Evaluation
• Comparatively, it is
evident that the posts
that were boosted
exhibited much
higher amount of
reach as compared to
those that were not.

13. vii. ContentMarketing Evaluation
• In spite of promotions,
there were only
minimal number of
engagements
produced.
• WHY? This could be a
problem of targeting
and gauging the
relevance of the
content to the targeted
market segment.

14. The Boosted Posts
‘Who loves ice cream?’
Check out the good
news: Café by the
Ruins
‘Who loves ramen like
I do?—Kyoto Ramen
Kairikiya’

15. vii. Content Marketing Evaluation
Who loves ice cream?
ACTIONS PEOPLE PLACEMENTS LOCATIONS
Video views:
13,535
36.9% Women
63.1% Men
Age of Majority:
18-24 y.o.
Still mostly FB feed
on mobile phones
Top 5 Areas:
• Calabarzon
• Central Luzon
• Metro Manila
• Ilocos Region
• Western Visayas
• For most, videos are easier to consume in terms of content rather than read text. Hence, it could be surmised that
it is more engaging for most consumers.
• Higher percentage of male viewers somehow reflect their love for eating sweets or probably ice cream in
particular more than women
• Meanwhile, it is evident that the younger chunk of the targeted audience spend more time on social media and are
also more open to trying out something new, rather than getting fixated to one menu.

16. Who loves ice cream?
• Most viewers are men.
• The location with the highest number of reach
is the Calabarzon area.
• This may also be reflective of the number of
people online in that area. during the period
when the post was boosted.
vii. Content Marketing Evaluation

17. Chek out the good news:
Café By the Ruins
ACTIONS PEOPLE PLACEMENTS LOCATIONS
• Link Clicks: 51
• Comment: 1
• Shares: 5
64.5%Women
35.5% Men
Age of Majority:
18-34 y.o.
• Newsfeed on Mobile
device: 61.6%
• IG Feed on Mobile
device: 36.8%
• Newsfeed on
desktop computers:
1.6%
Top 5 Areas:
• Central Luzon
• Metro Manila
• Calabarzon
• Ilocos Region
• Western Visayas
• Actions here reflect how relatable the post was among the people who it was able to reach.
• On this post, however, more women were reached, while majority of the reached population are aged 18-34 y.o., a
wider range compared to the former.
• Mobile phones still prove to be the most accessible source of awareness.
• Meanwhile, the top region with most number of reach may imply that many people in this region find it
interesting to explore good food, or were thrilled that an old time favorite dining place in Baguio has reopened.
vii. Content Marketing Evaluation

18. Check out the good news:
Café By the Ruins
vii. Content Marketing Evaluation

19. Who loves ramen like I do?
– Kyoto Ramen Kairikiya
ACTIONS • PEOPLE PLACEMENTS LOCATIONS
• Link Clicks: 85
• Comment: none
• Shares: 1
56.3%Women
43.7% Men
Age of Majority:
18-24 y.o.
• Newsfeed on Mobile
device: 99.4%
• IG Feed on Mobile
device: 0.5%
• Newsfeed on
desktop computers:
0.1%%
Top 5 Areas:
• Calabarzon
• Central Luzon
• Metro Manila
• Western Visayas
• Ilocos Region
• Actions here reflect how relatable the post was among the people who it was able to reach.
• Link clicks were higher compared to the post about Café by the Ruins. This may also show a growing interest
and openness among the audience for international flavors like say Japanese, in this particular case, ramen.
• Meanwhile, this ad placement was viewed most on the FB newsfeed on mobile phones.
vii. Content Marketing Evaluation

20. Who loves ramen like I do?
– Kyoto Ramen Kairikiya
vii. Content Marketing Evaluation

21. Drive more engagement among the targeted
audience by tickling their curiosity and leading
them to the websites with more information
regarding the food subject matter.
vii. ContentMarketing Evaluation
Influence them to actually visit the restaurants and
also share their personal experiences (user-
generated content)
Get the attention of merchants/ restaurants/ food
businesses to promote with Culinary Curator once
it has created a large enough sphere of influence.
Although reach is high, the click-through rate is
low across all campaigns except the Ice Cream
video. (Ice Cream-94%; Café by the Ruins-5%;
Ramen Kairikiya-1%) This only proves that video
contents are more interesting for viewers to
consume and explore rather than written text.
The sphere of influence may be computed based
on the number of page ‘Likers’/ ‘Followers’ (64%
of 300 Page Viewers LIKED the page).
The metrics for this, however, is no longer covered
by what is recordable on the Facebook Ads
feature.
Going back to the goal: Remarks:

22. viii.Content Marketing Improvement
WHAT CAN BE IMPROVED?
• Audience Mapping
>Age range should be more specified (and perhaps, gender, too, if targeting a specific
gender.)
>If ads are targeted to reach a wider sphere of influence, budget spending
are subsequently higher.
>More tags could have also helped narrow down the target audience further
• Content
>Content should be relevant to the target audience
>Content should be more captivating to capture the attention even of those
who are clicking out of sheer curiosity
>Content can be further amplified through the creation of a dedicated blog
for curation of culinary dishes and corresponding experiences to create
buzz and more conversations
>Concise, captivating, and informative content will also drive possible
culinary industry partners to promote with Culinary Curator.
• Metrics
>Additional Metrics for Actual Restaurant Visits with Culinary Curator as the source
of awareness may be added through coaxing partners to conduct short quick surveys
with their customers to get follow through feedback

23. Whathave we learned?
• Facebook Ads is, indeed, an EFFECTIVE and COST EFFICIENT digital marketing tool
to reach out to target consumers.
• The quality of the content is highly relevant to be able to create impressions and
encourage engagement among target market. The more engaged the target market is,
the more they are likely to become committed in consuming certain products and
services, and furthermore, advocate it among peers.
• For Ads to become effective, both content creation and audience mapping come into
play to ensure that people who will be reached by the Ads are those who will MOST
LIKELY be interested in checking it and eventually availing of it.
• PRACTICE MAKES PERFECT. To become a good content creator and an effective
digital marketer, one must constantly practice using all the tools available to become
adept at it. However, learning them by heart is not an overnight thing. Cliché as it
may sound, but indeed, practice does make perfect.

24. Thank you !
D I G I T A L M A R K E T I N G