Campaign Master Tasks — Verified by dotPH — .md Directory

# Campaign Master Tasks — Verified by dotPH **Document type:** Week-by-week execution checklist **Last updated:** 2026-03-17 **Companions:** - Copy → [creative-copy.md](creative-copy.md) - Creative briefs → [creative-production-briefs.md](creative-production-briefs.md) - A/B variants + testing → [creative-testing.md](creative-testing.md) - Full schedule → [exec-schedule.md](exec-schedule.md) --- ## HOW TO READ THIS DOCUMENT Each week is broken into sections by work type: | Icon | Section | Who does it | |------|---------|------------| | 🎨 | **Creative Production** | Designer / AI tools | | ⚙️ | **Campaign Setup & Launch** | Media buyer | | 📝 | **Content Publishing** | Content / social team | | 📧 | **Email** | Email / CRM team | | 📊 | **Performance Review** | Media buyer | **Dependency rule:** Creative production for Week N must be done by the END of Week N-1. **Testing rule:** Always launch 2 variants per ad. Reference [creative-testing.md](creative-testing.md) for specs. **Priority flags:** 🔴 Hard blocker — do not proceed without this. 🟡 Soft dependency. 🟢 Can run in parallel. --- ## PRE-LAUNCH — BEFORE WEEK 1 STARTS > Everything here is a hard blocker. Do not launch any paid ad until all 🔴 items are checked. ### Triage First (5 minutes) Answer these before doing anything else: - [x] Is the **landing page live**? ✅ UI complete - [ ] Is the **Meta Pixel installed** and firing a `Lead` event on form submit? - [ ] Is the **Meta Ads account** active with billing set up? - [ ] Is the **warm email list** (.ph domain holders) exported and ready? If any is No → complete it before moving forward. --- ### ⚙️ Meta Ads Account Structure 🔴 - [ ] Create 3 campaigns: - `Campaign 1` — Awareness (Objective: Engagement / Video Views) — **no landing page link needed** - `Campaign 2` — Consideration (Objective: Traffic to landing page) - `Campaign 3` — Conversion (Objective: Leads) - [ ] Build custom audiences: - Warm: Page engagers — 30 / 60 / 90 days - Website: All LP visitors (30 days) - Website: LP visitors who did NOT submit form - Lookalike: Based on page engagers — 1%, 2–3%, 4–5% - [ ] Set up UTM parameters for all ad destination URLs - [ ] Verify Pixel is firing correctly in Events Manager --- ### 🎨 Creative Production — Batch 1 (for Week 1 launch) 🔴 > Produce ALL of these before Week 1. Brief the designer now. > Full specs in [creative-production-briefs.md](creative-production-briefs.md) + [creative-testing.md](creative-testing.md) **Ad 1 — "423% Surge"** *(Awareness — All business owners PH, 25–55)* - [ ] **Variant A** — 15s motion graphic, 1:1 feed + 9:16 Stories - Dark bg, "423%" slams in, kinetic typography, stat build, end card question - Poster frame: freeze "423%" at ~70% scale (not black screen) - Ref: creative-production-briefs.md → AD 1 - [ ] **Variant C** — Static image, 1080x1080 - Black bg, white system font, plain text block: "Phishing websites copying PH businesses: 2024: 731 / 2025: 3,824 / That's 423% in one year. Is yours one of them? — Check Point, 2025" - No design elements. Looks like a Notes app screenshot. - Ref: creative-testing.md → AD 1, Variant C **Ad 2 — "Bantayan Resort Story"** *(Awareness — Tourism / Visayas geo)* - [ ] **Variant A** — Carousel, 4 slides, 1080x1080 - Slide 1: Beach photo + "A resort in Bantayan had its Facebook page copied." (photo bleeds right edge — implies swipe) - Slide 2: Desaturated beach + "The fake page got 50,000 likes. The real page was offline." - Slide 3: Dark bg + "200+ guests paid. The resort had no record of them." (most impactful — bold type) - Slide 4: "P500,000 lost from one fake page. How would YOUR guests know the difference?" — works standalone as a screenshot - Source: "SunStar Cebu" bottom corner of slide 4 - Ref: creative-testing.md → AD 2, Variant A - [ ] **Variant C** — Single static, 1080x1350 (4:5) - Split image: Left = AI-generated Facebook page mockup (resort name, 50K likes, GCash visible, warm colors). Right = empty beach lot, dark/muted, text: "No record. 200+ victims. P500,000 lost." - Center dividing line: torn-paper or glitch effect - Bottom: "One fake Facebook page. — SunStar Cebu" - Ref: creative-testing.md → AD 2, Variant C **Ad 4 — "52% of Filipinos"** *(Awareness — All business owners PH, 25–55)* - [ ] **Variant A** — 15s motion graphic, 1:1 feed + 4:5 - Count-up "52%", bar chart PH vs ASEAN, "96% worried", end card: "They blame you. Not the scammer." - Poster frame: "52%" at full size (not 0%) - Ref: creative-production-briefs.md → AD 4 - [ ] **Variant C** — Static image, 1080x1080 - Big "52%" centered. Below: "of Filipinos have been scammed at least once." One line. Source: "GSMA, 2025." Nothing else. - Ref: creative-testing.md → AD 4, Variant C "Billboard" **Ad 5 — "Household Name Gets Faked"** *(Awareness — F&B / all business owners)* - [ ] **Variant A** — Carousel, 4 slides, 1080x1080 - Slide 1: AI-generated Facebook page mockup showing a fake giveaway post (no real brand — generic fast food visual) - Slide 2: "Fake anniversary promos. P7,000 cash. P10,000 vouchers." + "Verafiles fact-checked, confirmed fake." - Slide 3: Mockup of official brand statement — "These are scams." (shows scale: even big brands had to respond) - Slide 4: "Your page. Your brand. No legal team to issue a statement." - Ref: creative-testing.md → AD 5, Variant A - [ ] **Variant C** — Static image, 1080x1080 - White bg, black text, clean sans-serif: "If scammers can fake one of the biggest brands in the Philippines, what's stopping them from faking yours?" — Source: "Verafiles fact-checked, confirmed fake." bottom corner. - Ref: creative-testing.md → AD 5, Variant C --- ### 📝 Blog — Pre-Campaign Publishing 🔴 - [ ] Publish **B1** on newsroom.dot.ph — "Phishing Sites Targeting Philippine Businesses Surge 423% in 2025" - [ ] Publish **B2** on newsroom.dot.ph — "How Fake Facebook Pages Are Stealing Customers from Real Philippine Resorts" > Must be live before ads launch. Ref: creative-copy.md → Article 1 and Article 2 --- ### 📧 Email Infrastructure 🟡 - [ ] Set up cold email sending domain (separate from dot.ph main domain) - [ ] Begin 2-week warm-up sequence (use Lemlist, Instantly, or Smartlead) — **start this now, it takes 2 weeks** - [ ] Configure warm email automation platform (Mailchimp, ConvertKit, or similar) - [ ] Export .ph domain holders warm list — segment by industry if possible - [ ] Build cold prospect list: DTI registry, Google Maps, industry associations (target: 5K minimum) --- ### 📊 Landing Page — Pixel Setup 🔴 > UI is complete. Only tracking setup remains. - [ ] Create a Meta Pixel in Events Manager (Business Manager → Events Manager → Connect Data Source → Web) - [ ] Add the Pixel base code to the landing page `<head>` on every page - [ ] Fire a `Lead` event on form submit — triggers when the user clicks the signup CTA or submits the form - [ ] Fire a `PageView` event on the thank-you/confirmation page — confirms the signup completed - [ ] Verify in Events Manager → Test Events tab: load the LP and submit the form, confirm both `PageView` and `Lead` events appear in real time - [ ] QA on mobile: confirm events fire on mobile browsers (Safari iOS + Chrome Android) - [ ] Add Pixel to the thank-you page if it's a separate URL --- --- ## WEEK 1 — AWARENESS LAUNCH > **B2B campaign goes live.** Cold audiences only. No product mention. > **Ads live:** Ad1, Ad2 > **Email:** WE1 --- ### ⚙️ Campaign Launch 🔴 - [ ] Upload **Ad1** creatives to Campaign 1 — cold ad set (all business owners PH, 25–55) - Set Variant A (motion) vs. Variant C (static) as an A/B split in the same ad set - Objective: Engagement / Video Views. No CTA button. No link. - [ ] Upload **Ad2** creatives to Campaign 1 — cold geo ad set (Visayas) - Set Variant A (carousel) vs. Variant C (split static) as an A/B split - Objective: Engagement. No CTA button. - [ ] Set Campaign 1 budget: 50% of total weekly ad budget - [ ] Launch — check for Meta policy rejections within first 2 hours --- ### 📝 Content Publishing - [ ] Schedule **organic posts** for this week (Mon / Wed / Fri): - P1 — Stat infographic - P2 — Scam story - P3 — Poll - Ref: strategy-marketing.md → Content Calendar --- ### 📧 Email - [ ] Send **WE1** (warm list) — Problem seed + soft product name drop - Ref: strategy-marketing.md → Sequence A, Email 1 --- ### 📊 Performance Review (end of Week 1) - [ ] After 72 hours: check Ad1 and Ad2 thumb-stop rate (target: >25%), CPM, CTR - [ ] Compare Variant A vs. Variant C per ad — note early leader - [ ] Kill any creative with CPM >2x average AND <0.5% CTR at 1,000+ impressions - [ ] Log: which format (motion vs. static vs. carousel) is winning → informs Batch 2 priorities --- ### 🎨 Creative Production — Batch 2 (for Week 2 launch) 🔴 > Produce these during Week 1 so they're ready to go live in Week 2. **Ad 3 — "Cabanas La Union"** *(Awareness — Tourism / La Union / North Luzon geo)* - [ ] **Variant A** — 20s video, 4:5 feed + 9:16 Stories - Open with AI-generated tropical beach (warm, travel-ad feel) → desaturate → empty lot → truth reveal → end card - Poster frame: beach at golden hour with "This resort in La Union had 8,000 likes." - Ref: creative-production-briefs.md → AD 3 **Ad 5 — "Household Name"** *(Awareness — F&B / all business owners)* - [ ] **Variant B** — 20s video, 4:5 feed + 9:16 Stories — "The Ad That Looks Like a Scam" - 0:00–0:05: Looks like a real festive promo ad (P7,000 giveaway, celebratory music, generic fast food visual) - 0:05–0:07: FREEZE → music cuts → grayscale → red "FAKE" stamp slams across frame - 0:07–0:20: Reveal, stats, "million-peso budget and they still got faked", end card question - **Poster frame: must show the "FAKE" stamp — not the clean promo (risk mitigation)** - Ref: creative-testing.md → AD 5, Variant B **Ad 6 — "Book Now, Fly Never"** *(Awareness — Travel agencies / tour operators)* - [ ] **Variant A** — 20s video, 4:5 feed + 9:16 Stories - Open mimicking a real travel ad → "Book now..." → freeze → "...fly never." in red → stats → end card - Poster frame: travel paradise photo with "Book now..." — looks like a real travel ad - Ref: creative-production-briefs.md → AD 6 --- --- ## WEEK 2 — AWARENESS CONTINUES > **Ads live:** Ad1, Ad2 (ongoing), Ad3, Ad4, Ad5, Ad6 (new) > **Email:** WE2, CE1 (cold sequence starts) --- ### ⚙️ Campaign Launch - [ ] Upload **Ad3** to Campaign 1 — cold geo ad set (La Union / North Luzon) - Variant A (20s video) only — no second variant yet (produce Variant C in Week 3 based on performance) - [ ] Upload **Ad4** to Campaign 1 — cold all-business ad set - Variant A (motion graphic) vs. Variant C (billboard static) — A/B split - [ ] Upload **Ad5 Variant B** (video) to Campaign 1 — cold F&B ad set - A/B test: Variant A (carousel) vs. Variant B (video) in same ad set - [ ] Upload **Ad6** to Campaign 1 — cold travel/tourism ad set - Variant A (video) only to start - [ ] Warm ad set: run Ad1 or Ad2 variant with soft product teaser copy for existing page followers --- ### 📝 Content Publishing - [ ] Publish **B3** — "The P480 Billion Problem" on newsroom.dot.ph - Ref: creative-copy.md → Article 3 - [ ] Schedule organic posts (Mon / Wed / Fri): - P4 — How scammers copy your business - P5 — 3 signs a page is fake - P6 — Industry-specific scam story --- ### 📧 Email - [ ] Send **WE2** (warm list) — "Your .ph domain proves ownership, but..." - Ref: strategy-marketing.md → Sequence A, Email 2 - [ ] Send **CE1** cold batch (Day 0 of cold sequence — only if 2-week warm-up is complete) - Ref: strategy-marketing.md → Sequence B, Email 1 --- ### 📊 Performance Review (end of Week 2) - [ ] Pull week-over-week comparison: Ad1 and Ad2 frequency (target: <2.5), CTR trend - [ ] Check Ad3, Ad4, Ad5, Ad6 first 48 hours: kill any creative with CPM >2x average - [ ] For Ad4: Variant A (motion) vs. Variant C (billboard) — which has lower cost per 3s view? - [ ] For Ad5: Variant A (carousel) vs. Variant B (video) — which has higher share rate? - [ ] Log top-performing creative per ad set → this is the reference for Phase 2 creative briefs --- ### 🎨 Creative Production — Batch 3 (for Week 3 / Phase 2 start) 🔴 > Consideration ads need to be ready by end of Week 2. **Ad 7 — "Prevention vs. Prosecution"** *(Consideration — retargeting Phase 1 engagers)* - [ ] **Variant A** — 20s animated split-screen, 1:1 feed - Left (red/dark): prosecution steps pile up. Right (green/light): 3 prevention steps with checkmarks. - End card: "Prevention beats prosecution. Every time." + dotPH logo + CTA: "Learn How — It's Free" - Ref: creative-production-briefs.md → AD 7 - [ ] **Variant B** — Static split-screen, 1080x1080 - Same split layout as video but as a single image. Left side crowded/red. Right side clean/green. - CTA button mockup visible bottom right. **Ad 8 — "They Checked Everything"** *(Consideration — retargeting Phase 1 engagers)* - [ ] **Variant A** — Static editorial, 1080x1080 + 1080x1350 - Dark background. Opening line: "Your Customers Can't Tell Anymore." — diligent customer scammed via verified-looking fake resort page. - Key beat: they read the reviews, checked the photos, confirmed the price — and still got scammed. - Then dotPH value prop. CTA: "Give them one check that works." dotPH logo visible. - Ref: creative-copy.md → Ad 8 **Consumer posts Batch 1 — Fear Activation** *(organic, non-paid)* - [ ] **C1** — "Spot the Fake" side-by-side image: 2 FB page mockups (both look real, subtle differences). Label "A" and "B". Reveal in pinned comment, not in image. - [ ] **C2** — "I Booked a Resort" text post or single image (first-person tone, no product mention) - Ref: creative-copy.md → Post C2 --- --- ## WEEK 3 — AWARENESS CLOSES + CONSIDERATION OPENS + CONSUMER CAMPAIGN STARTS > **B2B:** Consideration campaign launches (Ad7, Ad8). Awareness ads continue. > **Consumer:** #CheckBeforeYouPay Phase 1 begins (organic only). > **Retargeting:** Phase 1 engager audience must have 1,000+ people before Ad7/Ad8 launch. --- ### ⚙️ Campaign Launch — Consideration - [ ] Confirm retargeting audience size: Engaged with Awareness ads (video viewers 25%+, post engagers) — minimum 1,000 people before launching - [ ] Build Campaign 2 ad sets: - Retarget: Phase 1 video viewers 25%+ (30 days) - Retarget: Phase 1 post engagers (30 days) - Warm: Page followers - [ ] Upload **Ad7** to Campaign 2 — Variant A (video) vs. Variant B (static split) A/B test - Objective: Traffic (link clicks to landing page). CTA: "Learn How." - [ ] Upload **Ad8** to Campaign 2 — Variant A (static editorial) - Objective: Traffic. CTA: "Get Verified — It's Free." - [ ] Confirm UTM parameters on all landing page links are firing - [ ] Budget: shift to 40% Awareness / 40% Consideration / 20% Conversion placeholder --- ### 📝 Content Publishing - [ ] Publish **CA1** — "How to Spot a Fake Business Page on Facebook" on newsroom.dot.ph (consumer blog) - Ref: creative-copy.md → Consumer Article 1 - [ ] Publish **CA2** — "I Paid a Scammer Who Copied a Real Resort" on newsroom.dot.ph - Ref: creative-copy.md → Consumer Article 2 - [ ] Post **C1** — "Spot the Fake" interactive (organic, consumer audience) - [ ] Post **C2** — "I Booked a Resort" victim story (organic) - [ ] Schedule organic B2B posts (Mon / Wed / Fri): P7–P9 --- ### 📧 Email - [ ] Send **CE2** cold batch (Day 3 of cold sequence — agitate the cost of inaction) - Ref: strategy-marketing.md → Sequence B, Email 2 --- ### 📊 Performance Review (end of Week 3) - [ ] Landing page conversion rate: target >5% of visitors submit form. If <3% → fix headline + CTA copy before scaling spend. - [ ] Ad7 / Ad8: check CPC (target <P5) and landing page arrival rate (target >60% of clicks actually reach LP) - [ ] Consumer posts C1/C2: check organic engagement rate. If >5% → add to boost list for Week 4. - [ ] Log confirmed signup count → update landing page counter + ad copies for Conversion phase --- ### 🎨 Creative Production — Batch 4 (for Weeks 4–5) **Ad 1 — Hook test (from testing results)** *(if Variant A or C is clearly winning)* - [ ] Based on Week 1–2 format test winner, produce the best-performing hook variant: - Hook B: "Is someone collecting payments using your business name?" (question-first opening) - OR Hook C: split-screen showing real page + fake page multiplying (visual shock) - Ref: creative-testing.md → AD 1, Hook Frame Variants **Ad 2 — Video variant** *(produce if carousel is fatiguing or underperforming)* - [ ] **Variant B** — 20s "Victim Testimony" video, 4:5 feed - First-person text types on screen like a Facebook post. Beach photo warms → desaturates → cuts to black → stats. - Music: gentle acoustic → dead cut at 0:08 → low drone - Ref: creative-testing.md → AD 2, Variant B **Consumer posts Batch 2** - [ ] **C3** — "8,000 Likes. It Didn't Exist." carousel (4 slides) — Cabanas La Union story - [ ] **C4** — "52% of Filipinos" consumer static (1080x1080) — consumer angle, not business owner angle - Ref: creative-copy.md → Post C4 --- --- ## WEEK 4 — AWARENESS + CONSIDERATION + CONSUMER FEAR ACTIVATION > **Ads live:** All Awareness ads + Consideration ads (Ad7, Ad8) > **Consumer:** C3, C4 posts. Boost decision based on C1/C2 performance. --- ### ⚙️ Campaign Actions - [ ] Review Ad1/Ad2 frequency: if >2.5 → rotate to hook test variants produced in Batch 4 - [ ] Check if retargeting audience for Consideration has grown enough to split by engagement depth (25% vs 75% video viewers) - [ ] **Boosting decision:** If C1, C2, or C3 hit >5% organic engagement rate → set up as boosted consumer post (separate from B2B campaigns) --- ### 📝 Content Publishing - [ ] Post **C3** — "8,000 Likes. It Didn't Exist." carousel (organic) - [ ] Post **C4** — "52% of Filipinos" consumer stat (organic) - [ ] Schedule B2B organic posts: P10–P12 --- ### 📧 Email - [ ] Send **CE3** cold batch (Day 7 — solution reveal) - Ref: strategy-marketing.md → Sequence B, Email 3 --- ### 📊 Performance Review (end of Week 4) - [ ] Ad7 (Prevention vs. Prosecution): Variant A (video) vs. Variant B (static) — which has lower CPC? - [ ] Landing page traffic from ads — check bounce rate and time on page (should be >30s average) - [ ] Update "[X] businesses verified" counter on landing page --- ### 🎨 Creative Production — Batch 5 (for Weeks 5–6) **Ad 9 — "Already Verified"** *(Conversion — retargeting LP visitors who didn't sign up)* - [ ] **Variant A** — Static, 1080x1080 + 1080x1350 - Clean minimal layout. Headline: "Already Verified." Social proof count: "[X] businesses listed this week." - Sub-line: "They're already being found by customers who check." CTA: "Get Verified — It's Free." - Update "[X]" with real signup count before producing. dotPH full branding. - Ref: creative-copy.md → Ad 9 **Ad 10 — "Hesitation Costs"** *(Conversion — retargeting LP visitors who didn't sign up)* - [ ] **Variant A** — Static, 1080x1080 - Minimal text. Headline: "Hesitation Costs." Sub-line: P480B supporting stat as single line, not infographic. - Trust gap closer: "Customers are already choosing verified businesses over unverified ones." CTA + dotPH branding. - Ref: creative-copy.md → Ad 10 **Ad 11 — "Your Page Looks Real"** *(Awareness — cold business owners)* - [ ] **Variant A** — Dark minimal static, 1080x1080 + 1080x1350 - Headline: "Your Page Looks Real. So Does Theirs." Dark background, high contrast text. - Sub-line: "Likes can be bought. Fakes can't be verified." dotPH logo. CTA: "See if you're verified." - Ref: creative-copy.md → Ad 11 **Ad 12 — "What Your Customers See Now"** *(Conversion — retargeting warm audiences)* - [ ] **Variant A** — Before/after static, 1080x1080 + 1080x1350 - Left: unverified page ("Is this real?"). Right: verified page with badge ("Verified Businesses Close More.") - Sub-line: "No more 'Is this your real page?'" CTA: "Get Verified — It's Free." dotPH branding. - Ref: creative-copy.md → Ad 12 **Consumer posts Batch 3** - [ ] **C5** — "They Faked a Household Name" consumer carousel (4 slides) - Ref: creative-copy.md → Post C5 --- --- ## WEEK 5 — CONVERSION LAUNCHES + CONSUMER FEAR ACTIVATION CLOSES > **New:** Conversion campaign goes live (Ad9, Ad10). > **Consumer:** C5 posts. Fear Activation phase closes. > **Trigger check:** Confirm LP visitor audience ≥ 500 before launching conversion ads. --- ### ⚙️ Campaign Launch — Conversion - [ ] Confirm LP visitor audience size: minimum 500 visitors before launching Campaign 3 - [ ] Build Campaign 3 ad sets: - "Did not convert": LP visitors (30 days) MINUS form submitters - [ ] Upload **Ad9** and **Ad10** to Campaign 3 - Objective: Leads (Pixel Lead event) - [ ] Set bid strategy: lowest cost to start — calibrate target cost per lead after 50+ leads - [ ] Budget shift: 30% Awareness / 35% Consideration / 35% Conversion --- ### 📝 Content Publishing - [ ] Post **C5** — "They Faked a Household Name" consumer carousel (organic) - [ ] Publish **B4** — "Why a .ph Domain Alone Isn't Enough to Prove Your Business Is Real" on newsroom.dot.ph - First B2B article with product mention. Ref: creative-copy.md → Article 4 - [ ] Publish **CA3** — "How to Check if a Business Is Verified by dotPH" on newsroom.dot.ph (consumer) - Ref: creative-copy.md → Consumer Article 3 - [ ] Schedule B2B organic posts: P13–P15 --- ### 📧 Email - [ ] Send **WE3** (warm list) — Social proof + "[X] businesses already verified" - Ref: strategy-marketing.md → Sequence A, Email 3 - [ ] Send **CE4** cold batch (Day 12) - Ref: strategy-marketing.md → Sequence B, Email 4 --- ### 📊 Performance Review (end of Week 5) - [ ] Check cost per lead from Campaign 3 (Conversion) — establish baseline - [ ] Check conversion rate: leads from LP visitors (target: >15% of LP visitors who saw a Conversion ad) - [ ] Consumer Fear Activation (C1–C5): review total reach and shared content volume. Did any post go organic-viral? --- ### 🎨 Creative Production — Batch 6 (for Weeks 6–8, Consumer Empowerment phase) > Only produce Empowerment content if verified business count ≥ 300–500. Check before briefing. - [ ] Confirm verified business count — gate for Empowerment phase - [ ] **C6** — "How to Check" tutorial carousel, 5 slides, 1080x1080 - Step-by-step: badge → click → verification page → check GCash → pay - Use actual badge/verification page mockups (the closer to real, the better) - Ref: creative-copy.md → Post C6 - [ ] **C7** — "The GCash Check" carousel, 4 slides, 1080x1080 - Messenger-style chat mockup opening. "Stop asking. Start checking." - Ref: creative-copy.md → Post C7 - [ ] **C8** — "3 Signs a Page Is Fake" carousel, 4 slides, 1080x1080 - Ref: creative-copy.md → Post C8 - [ ] **C9** — "#CheckBeforeYouPay" launch video, 30s, 4:5 feed + 9:16 Reels - Rapid fake-page montage → "FAKE" stamps → badge reveal → click → GCash match → CTA - Ref: creative-production-briefs.md → POST C9 --- --- ## WEEK 6 — FULL FUNNEL ACTIVE + CONSUMER EMPOWERMENT STARTS > All 3 campaigns running. Consumer campaign shifts to Empowerment phase. > **Gate:** Do not publish C6–C9 until verified business count ≥ 300–500. --- ### ⚙️ Campaign Actions - [ ] Review Awareness ad fatigue: Ad1/Ad2 frequency >2.5? → rotate to hook test variants - [ ] Scale winning creatives: increase budget by 20% on best-performing creative per ad set - [ ] Check lookalike audience performance vs. interest-based targeting — shift budget to winner --- ### 📝 Content Publishing - [ ] Confirm gate: verified business count ≥ 300–500 before posting C6/C7 - [ ] Post **C6** — "How to Check" visual tutorial (organic consumer post) - [ ] Post **C7** — "The GCash Check" tutorial (organic consumer post) - [ ] Publish **CA4** — "Before You Send Money: The 3-Step Check" on newsroom.dot.ph - Ref: creative-copy.md → Consumer Article 4 - [ ] Schedule B2B organic posts: P16–P18 --- ### 📧 Email - [ ] Send **CE5** cold batch (Day 18 — final push) - Ref: strategy-marketing.md → Sequence B, Email 5 - [ ] Send **WE4** (warm list) — Final push to sign up - Ref: strategy-marketing.md → Sequence A, Email 4 --- ### 📊 Performance Review (end of Week 6) - [ ] C6/C7 engagement rate: target >5% for empowerment posts (they're instructional — saves and shares matter more than reactions) - [ ] Update conversion ad copies (Ad9, Ad10) with current "[X] businesses verified" count --- --- ## WEEK 7 — OPTIMIZATION + CONSUMER EMPOWERMENT CONTINUES --- ### ⚙️ Campaign Actions - [ ] A/B test results review for Ads 1, 2, 4, 5 (ref: creative-testing.md): - Declare format winner (Phase 1 test complete at ~2 weeks) - Produce winning hook variant if not already done - Kill underperforming variants - [ ] Scale conversion campaign: if cost per lead is stable → increase Campaign 3 budget 20–30% --- ### 📝 Content Publishing - [ ] Post **C8** — "3 Signs a Page Is Fake" checklist carousel (organic) - [ ] Schedule B2B organic posts: P19–P21 --- ### 📊 Performance Review (end of Week 7) - [ ] Full funnel review: impression share → LP visitors → signups (Week 5–7 cohort) - [ ] Email sequence results: cold email open rate (target >30%), reply rate (target >3%) --- --- ## WEEK 8 — HABIT FORMATION LAUNCHES + CAMPAIGN REVIEW --- ### ⚙️ Campaign Actions - [ ] Refresh any fatigued Awareness ads (frequency >2.5): rotate to next hook variant from creative-testing.md - [ ] Consider expanding Conversion audience: if LP visitors list is large enough, add 1% LAL of form submitters --- ### 📝 Content Publishing - [ ] Launch **C9** — "#CheckBeforeYouPay" video (make this a moment — pin it, boost it) - This is the hashtag launch. Boost if organic engagement >5% within first 6 hours. - [ ] Post **C10** — "Tell Your Nanay" family protection post (organic) - [ ] Publish **CA5** — "Tell Your Nanay: A Family Guide to Avoiding Online Scams" on newsroom.dot.ph - Ref: creative-copy.md → Consumer Article 5 - [ ] Schedule B2B organic posts: P22–P24 --- ### 📊 Performance Review (end of Week 8) - [ ] 8-week campaign review: total signups, cost per signup, top-performing channel - [ ] Compare signup sources: FB Ads vs. Organic vs. Email — which has the best cost per acquisition? - [ ] Decide: extend campaign with new creative or shift to retention/referral focus --- --- ## WEEKS 9–10 — HABIT FORMATION + SCALE --- ### 📝 Content Publishing - [ ] Post **C11** — UGC showcase prompt (organic) — invite consumers to screenshot their verification check - [ ] Collect UGC submissions from C11 over 7 days - [ ] Post **C12** — Milestone post "X consumers checked this month" — update with real analytics - Ref: creative-copy.md → Post C12 - [ ] Update **B5** — "[X] Businesses Already Verified" with real signup numbers and publish - Ref: creative-copy.md → Article 5 --- ### 📊 Final Performance Review (Week 10) - [ ] Total signups vs. target - [ ] Cost per lead by campaign (Awareness-to-Consideration vs. direct Conversion) - [ ] Identify: which ad concept drove the most LP visits? which drove the most signups? - [ ] Archive winning creative specs for future campaign reference - [ ] Decide on next campaign phase: referral program, B2B case studies, enterprise outreach --- --- ## WEEKLY RECURRING CHECKLIST > Every week from Week 1 onwards. Takes ~30 minutes. ### Every Monday - [ ] Pull weekly report: CPM, CTR, thumb-stop rate, cost-per-engagement, cost-per-lead - [ ] Flag any creative with frequency >2.5 - [ ] Update "[X] businesses verified" counter on landing page and in Ad9/Ad10 copies ### Every Wednesday - [ ] Review A/B test results — minimum 2,000 impressions before declaring winner - [ ] Kill underperformers per kill thresholds in [creative-testing.md](creative-testing.md) - [ ] Adjust budget split between Awareness / Consideration / Conversion based on funnel pressure ### Every Friday - [ ] Request next creative batch from designer if any ads are approaching fatigue (7–10 days for statics, 10–14 for carousels, 14–21 for video) - [ ] Review cold email open + reply rates - [ ] Log weekly signup count for "[X]" placeholder updates in B5, Ad9, Ad10, C12 --- ## DOCUMENT QUICK REFERENCE | Document | What's in it | Use it for | |----------|-------------|------------| | [creative-copy.md](creative-copy.md) | All ad copy, blog articles, social posts | Writing briefs, copy review | | [creative-production-briefs.md](creative-production-briefs.md) | Scene-by-scene video/motion briefs | Briefing designer / AI tools | | [creative-testing.md](creative-testing.md) | A/B variants, hook tests, KPIs, kill thresholds | Ad testing, optimization | | [creative-copy-enhancements.md](creative-copy-enhancements.md) | Reels scripts, organic additions | Organic content calendar | | [exec-schedule.md](exec-schedule.md) | Full week-by-week channel map | Cross-channel scheduling | | [strategy-marketing.md](strategy-marketing.md) | Warm + cold email sequences, B2B organic copy | Email and organic execution |

Campaign Master Tasks — Verified by dotPH

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