Doosa is a local, artisanal e-commerce brand selling handcrafted bags made by Filipino artisans.
Plans to establish a strong presence in a rapidly evolving online market, Doosa encountered various obstacles. The brand had limited awareness among potential customers, which limited its ability to grow a substantial follower base and strengthen brand visibility. Additionally, initial posts saw low engagement rates, making it challenging to drive meaningful interactions with the audience.
Given its early stage, Doosa required a cost-effective strategy that would increase its followers, boost engagement, and maximize return on ad spend. To address these needs, I created an ad plan proposal on Facebook and Instagram, detailing the optimal demographics and strategically allocating their limited budget to maximize reach and engagement. The primary objective was to develop a digital marketing approach that would not only grow Doosa followers and brand awareness but also encourage active interactions with the brand.
The objectives for Doosa were to increase brand awareness by expanding the follower base and reach on Facebook and Instagram, bringing more visibility to the brand and attracting potential customers interested in unique and trendy products. A key objective was to boost engagement by fostering an active, engaged community through interactive and visually appealing content that would encourage followers to interact with posts and enhance the overall social media presence. Additionally, the strategy aimed to drive conversions by encouraging potential customers to interact with their posts, using optimized ad campaigns to create a seamless transition from brand discovery to engagement.
The paid advertising strategy for Shop Doosa focused on leveraging Facebook and Instagram as primary platforms to promote their products to a targeted audience. The budget allocation was designed to be flexible to ensure optimal performance of creatives and placements. Additionally, strong calls-to-action (CTAs) were incorporated, featuring phrases such as “Send a message for inquiries” to encourage potential customers to engage directly with the brand on their Facebook page.
After a month of running the ad campaigns, Doosa saw remarkable growth in brand awareness, reach, and engagement. Brand reach increased by an impressive 6.1K%, significantly expanding visibility to a broader audience. Interactions increased by 13.7K%, with interactive content driving substantial engagement throughout the campaign.