Scenario 1

You are tasked with launching a new Facebook ad campaign for a mid-sized e-commerce company that sells sustainable home goods. The goal of the campaign is to increase website traffic and sales. You have a budget of $500 for a one-month campaign.

Question:

1. Campaign Setup:
   • Describe how you would set up the campaign. What type of ad would you choose (e.g., carousel, video, single image) and why
     • Ad Type: I would choose a carousel ad featuring multiple images of the sustainable home goods. This format works well for e-commerce because it allows showcasing different products or features, providing users with a more interactive experience. Carousels also increase the likelihood of engagement and click-through rates (CTR) by offering a variety of visuals.
   • How would you segment your target audience for this campaign? Discuss your strategy for demographic, geographic, and psychographic targeting.
     • Audience Segmentation:
       • Demographic: Target users aged 25-45, as this group is more likely to be conscious of sustainability and home improvement.
       • Geographic: Focus on urban areas where eco-friendly products are popular, and consider targeting locations where environmentally friendly practices are embraced.
       • Psychographic: Segment based on interests in sustainability, eco-friendly living, and home décor. I would also use Facebook’s Lookalike Audience feature to target users similar to those who have purchased from the company before.
2. Budget Allocation:
   • How would you allocate the $500 budget over the campaign period?
     • I would allocate the $500 over the month as follows:
       • $300 for the first two weeks to test ad performance, with daily spending set at about $10/day.
       • After analyzing performance, the remaining $200 would be allocated to the best-performing ads for the second half of the month.
   • What factors would you consider in determining how to schedule the ads (e.g., time of day, day of the week)?
     • Ad Scheduling: I’d consider running ads during peak engagement times, such as evenings and weekends, based on data from the company’s previous campaigns or typical industry patterns. Scheduling during these times increases the chance of reaching users when they’re more likely to browse and make purchases.
3. Measurement and Optimization:

   • Which key performance indicators (KPIs) would you focus on to measure the success of the campaign?

     • KPIs: I’d focus on CTR, conversion rate, cost-per-click (CPC), and return on ad spend (ROAS) to measure the campaign's success.

   • Describe a scenario where the initial ads are underperforming. What steps would you take to optimize the ads for better performance?

     Optimization Plan:

     If the initial ads underperform (e.g., low CTR or high CPC), I’d:

     • Adjust the visuals to be more attention-grabbing or refine the messaging to emphasize unique selling points like eco-friendliness.
     • Experiment with different audience segments or retarget users who have visited the website but didn’t convert.
     • A/B test new versions of the ads (e.g., headlines, images) to find what resonates better.
4. Reporting:

   • Explain how you would report the results of the campaign to the team. What tools would you use to gather data, and how would you present it?

   • I would use Facebook Ads Manager to gather data, along with Google Analytics to track website traffic and conversions.

   • I’d present the results in a report detailing metrics such as CTR, CPC, and ROAS. Visual charts (using tools like Google Data Studio) would make the data more accessible. The report would also include insights on what worked, what didn’t, and recommendations for future campaigns.

Scenario 2

1. Social Media Strategy Test:

   • Task Description: Create a one-week social media content plan for Cafely (Cafely.com). Your plan should include a mix of content types (e.g., educational, promotional, user-generated content) and specify the platform for each post (e.g., Instagram, Facebook).

   • Requirements:

     • Develop 5-7 post ideas with captions and hashtags.
     • Include the rationale for each post and how it aligns with Cafely’s mission.
     • Suggest optimal posting times for maximum engagement.

   • Post 1 (Educational – Instagram):

     Caption: "Did you know that single-origin coffee beans can elevate your cup to a whole new level? ☕ #CoffeeEducation #CafelyBrew"

     Rationale: Educates followers about specialty coffee, aligning with Cafely’s mission of providing premium coffee experiences.

     Optimal Time: 8 AM (morning coffee crowd).

   • Post 2 (Promotional – Facebook):

     Caption: "🚨 New Arrival! Vietnamese Coffee 2.0 is here, with even richer flavors and bold aroma. Get 10% off for a limited time! #CafelyLaunch #VietnameseCoffee"

     Rationale: Drives traffic to the website and promotes the new product. Encourages sales with a time-sensitive offer.

     Optimal Time: 6 PM (people relaxing after work).

   • Post 3 (User-Generated Content – Instagram Stories):

     Caption: "Our community loves #Cafely! Share your favorite Cafely coffee moments with us. 📸 We’ll feature you in our stories!"

     Rationale: Boosts engagement by encouraging user-generated content. Creates a sense of community around the brand.

     Optimal Time: 12 PM (midday breaks).

   • Post 4 (Behind-the-Scenes – Instagram):

     Caption: "Ever wonder how your coffee is made? 🌱 From farm to cup, here’s a look at how we bring you the best sustainable coffee. #BehindTheBrew #Cafely"

     Rationale: Builds transparency and trust by showing the ethical production process, aligned with Cafely’s values.

     Optimal Time: 3 PM (mid-afternoon slump).

   • Post 5 (Testimonial – Facebook):

     Caption: "‘The best coffee I’ve ever tasted! Perfect balance of flavor and sustainability.’ - @UserReview 💬 #CustomerLove #CafelyCoffee"

     Rationale: Social proof to encourage new customers to try Cafely products.

     Optimal Time: 7 PM (prime engagement time).

2. Content Creation Task:

   • Task Description: Design a social media post for the upcoming launch of Vietnamese Coffee 2.0 using Canva or similar tools.

   • Requirements:

     • Create a visually appealing image that highlights the product's unique features.

     

     • Write a compelling caption that encourages engagement and shares key product details.
       • Say hello to our boldest brew yet! Vietnamese Coffee 2.0 is here with richer flavors and a bold aroma that will awaken your senses. Get 10% off your first order. Shop now! ☕✨ #CafelyLaunch #VietnameseCoffee”
     • Ensure the content aligns with Cafely's brand voice and aesthetic.

3. Analytics and Reporting Task:

   • Task Description: Analyze the following hypothetical social media metrics and prepare a brief report with insights and recommendations:

     • Instagram: 10% increase in followers, 2% decrease in engagement rate. Instagram: The 10% increase in followers indicates growing interest in the brand, but the 2% decrease in engagement suggests that while new people are following, they may not be fully interacting with the content. This could be due to a mismatch between content types and follower expectations or insufficient calls to action.

     • Facebook: 5% decrease in page likes, 15% increase in post reach.

                       **Facebook:** A 5% decrease in page likes might indicate saturation or lack of engagement from previous audiences, but the 15% increase in post reach shows the content is still being seen, likely due to effective post timing or new interest.
       

   • Requirements:

     • Identify potential reasons for these trends.
     • Provide actionable recommendations to improve engagement and reach.
     • Highlight any areas of concern and suggest strategies to address them.
       • Instagram: Create more interactive content like polls, quizzes, or giveaways to increase engagement. Also, use Stories or Reels to reach newer audiences.
       • Facebook: Focus on promoting engaging content to re-engage old followers and take advantage of the increased post reach. Consider targeted ads or a refreshed content approach, such as video posts.
       • Areas of Concern: The engagement drop on Instagram is a concern that can be addressed by experimenting with more diverse content formats and better CTAs. On Facebook, the decline in page likes suggests the need for a strategy that maintains the interest of long-time followers while attracting new ones.

Scenario 3

1. Read the blog posts below and create an Instagram posts for each of them (one post per blog piece).

   1. https://cafely.com/blogs/info/what-does-vietnamese-coffee-taste-like

      1. Blog: "What Does Vietnamese Coffee Taste Like?”

      Caption:

      "Ever wondered what Vietnamese coffee tastes like? 🌍☕️ It's a bold, rich brew with a deep, chocolatey flavor and a hint of natural sweetness. If you're a fan of strong coffee with a smooth finish, this is a must-try!

      Ready to take your taste buds on an adventure? Learn more in our latest blog! [Link in bio]

      #VietnameseCoffee #CoffeeLovers #CafelyTaste #BoldAndSmooth #ExploreCoffee

   2. https://cafely.com/blogs/info/where-to-buy-authentic-vietnamese-coffee

   3. https://cafely.com/blogs/recipe/vietnamese-coconut-coffee

   Then create two (one per product) dedicated ads for these products;

   1. https://cafely.com/products/saigon-og-coffee-dark-roast
   2. https://cafely.com/products/vietnamese-instant-milk-coffee