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Campaign Master Tasks — Verified by dotPH

Document type: Week-by-week execution checklist Last updated: 2026-03-17 Companions:

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 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:

  • 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-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
  • 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 All ad copy, blog articles, social posts Writing briefs, copy review
creative-production-briefs.md Scene-by-scene video/motion briefs Briefing designer / AI tools
creative-testing.md A/B variants, hook tests, KPIs, kill thresholds Ad testing, optimization
creative-copy-enhancements.md Reels scripts, organic additions Organic content calendar
exec-schedule.md Full week-by-week channel map Cross-channel scheduling
strategy-marketing.md Warm + cold email sequences, B2B organic copy Email and organic execution