Campaign Master Tasks — Verified by dotPH

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

• Copy → creative-copy.md
• Creative briefs → creative-production-briefs.md
• A/B variants + testing → creative-testing.md
• Full schedule → exec-schedule.md

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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.

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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.

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⚙️ 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

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🎨 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

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📝 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

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📧 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)

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📊 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

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WEEK 1 — AWARENESS LAUNCH

B2B campaign goes live. Cold audiences only. No product mention. Ads live: Ad1, Ad2 Email: WE1

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⚙️ 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

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📝 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

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📧 Email

• Send WE1 (warm list) — Problem seed + soft product name drop
  • Ref: strategy-marketing.md → Sequence A, Email 1

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📊 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

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🎨 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

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WEEK 2 — AWARENESS CONTINUES

Ads live: Ad1, Ad2 (ongoing), Ad3, Ad4, Ad5, Ad6 (new) Email: WE2, CE1 (cold sequence starts)

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⚙️ 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

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📝 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

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📧 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

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📊 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

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🎨 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

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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.

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⚙️ 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

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📝 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

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📧 Email

• Send CE2 cold batch (Day 3 of cold sequence — agitate the cost of inaction)
  • Ref: strategy-marketing.md → Sequence B, Email 2

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📊 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

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🎨 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

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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.

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⚙️ 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)

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📝 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

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📧 Email

• Send CE3 cold batch (Day 7 — solution reveal)
  • Ref: strategy-marketing.md → Sequence B, Email 3

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📊 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

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🎨 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

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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.

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⚙️ 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

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📝 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

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📧 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

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📊 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?

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🎨 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

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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.

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⚙️ 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

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📝 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

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📧 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

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📊 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

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WEEK 7 — OPTIMIZATION + CONSUMER EMPOWERMENT CONTINUES

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⚙️ 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%

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📝 Content Publishing

• Post C8 — "3 Signs a Page Is Fake" checklist carousel (organic)
• Schedule B2B organic posts: P19–P21

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📊 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%)

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WEEK 8 — HABIT FORMATION LAUNCHES + CAMPAIGN REVIEW

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⚙️ 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

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📝 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

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📊 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

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WEEKS 9–10 — HABIT FORMATION + SCALE

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📝 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

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📊 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

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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

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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