Executive Summary
e-Petani was a new platform which allows the consumers in the Klang Valley to shop for fresh groceries online and have the groceries delivered to their houses efficiently. Therefore, e-Petani collaborated with us to increase the visibility of their social media presence and also generate leads for their products. In order to run successful Visibility and Lead Generation campaigns, we proposed our strategy in promoting e-Petani’s daily Facebook Live and running giveaway contests.
About e-Petani
e-Petani, founded at the time when the Movement Control Order (MCO) was enforced due to the COVID-19 virus outbreak, started with an idea to bridge the local produce from the farms right to consumers’ doorsteps amid MCO. As a new online platform, e-Petani aims to achieve a shorter delivery time to the consumers compared to more well known platforms and supermarkets such as Tesco. Moreover, e-Petani also aims to help the farmers to deliver their produce to the consumers as they encounter challenges in reaching out to their usual distributors and the supermarkets amid the MCO. Therefore, e-Petani was determined to build its online and social media presence to introduce themselves to the consumers in the Klang Valley area.
Challenges
The enforcement of MCO has caused a disruption in the conventional means of promoting and selling fresh fruits and vegetables directly to the consumers. While this has led to the start of e-Petani, e-Petani faced challenges in improving their visibility with limited resources in social media marketing. As they encouraged their customers to purchase the fruits and vegetables in their daily packages form, they had difficulties in promoting the daily packages to the consumers.
https://lh7-rt.googleusercontent.com/docsz/AD_4nXfIJrdfRfqb386vbM1EEKaEBJh35SwMbws4IC3o6JPXiCM8TlZ894b05Mi59v5tSgo6brWaHC6Vnw12qmsUK5aAWW-uSnEv4sS-UOHrqZjgm11gmb-aA8lkHRe9EHgwZiKGQrhHyXJ_fYHYg-Ix-DY9QA?key=1vY4DZLFwggM_oPZfTY_uLfS
Solution
In the visibility campaign, the main goals were to increase the following of e-Petani’s Facebook Page and improving the audience’s engagement with their content eg. Facebook posts and live videos. Hence, our proposal of activities for this campaign was:
e-Petani to produce daily Facebook Live
e-Petani to collaborate with us on the management of e-Petani’s Facebook account
Our ads team set up and manage Facebook Ads for e-Petani
We promote and broadcast the daily Facebook Live on Facebook
https://lh7-rt.googleusercontent.com/docsz/AD_4nXfaCGhGgSyOnwcBk4M-HvDl9JmrRI6tXS4rde3rjSFovzlfto6DNWrES3vmT8fBDQHUz0EZlYxogELolfF75wWQlvL2X0ublhW44vicnxL9d72YZmT60nlVUd0GaUiWsEfwrGLFLpPQUdpHnoPDTJT8eA?key=1vY4DZLFwggM_oPZfTY_uLfS
Our social media team schedule the Facebook postings based on the information of e-Petani’s daily packages provided (an example of the Facebook post we shared is shown beside)
Our graphics design team to design the Facebook Live posters for promotion before each episode (a poster we posted is shown beside)
Connecting e-Petani with influencers (screenshots)
We run social impact initiatives in collaboration with influencers
Screenshots of Messenger chatbots
For the lead generation campaign, the main activities we proposed are: