Palaya Natural Farms the second largest dragon fruit producer in the Philippines created a majestic resort-style getaway on their farmland. They were wanting to increase their holiday bookings by using social media and digital awareness. A secondary goal was to push their locally grown dragon fruit to consumers.
Become Digital Today was able to work with their internal marketing team to drive a content strategy that was enriching to new Facebook followers, the content created by their in-house team was high quality, consistent in brand messaging, and used video as the main medium of content.
Along with the content, Facebook ads highlighting the beauty of the resort were ran targeting niche market segments. The market segments were geared towards people who enjoyed the outdoors, liked to travel, campers, and other interest similarly related. The ads led to a customized bot to optimize sign-ups and answer high volumes of questions.
The results for several of the ads are as follow
An ad highlighting the farm and its attraction produced 202,757 impressions, 2569 link clicks with 625 converting to messages, 1.74 PHP per link click, with a click rate of 1.27%, and the budget for the ad was 4,500 PHP.
Another ad ran was a short 30-second video supplied by their team the ad produced 478 link clicks at 2.57 PHP per click, with a CTR of 1.75 %, with a budget of 1,200 PHP.
The volume of messages received was over-whelming if they were to be handled by a person, however, the optimized chatbot was able to capture information from interested customers via easy to use web view forms that could be filled out right thru their messenger. The information collected would then be sent to an appointed person via email.
The bot provided visitors with additional information about services offered, frequently asked questions, and pricing.
To supplement their traffic, we created 360 photos and a virtual tour of their farm posting it on their Google business page. The 360 photos have received 1000’s of views organically via google. The tour is optimized for 360 googles giving Palaya the ability to virtually showcase their location anywhere
For the secondary goal of selling dragon fruit, we produced a landing page that captured customer’s details such as name, phone number, and address. The orders captured would then be sent to a designated person, who would process cash on delivery orders. Although the sell-through rate via the landing page was not high, the ad ran had a secondary effect with people engaging through comments and inquiring thru messenger.
Palaya became fully booked for the holiday season, increased their Facebook following by over 5,000 likes, sold their on-hand dragon fruit stocks and are able to utilize their bot subscribers for future marketing.
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