GROUP 5

Zainab Aftab Muzamil Irfan Hamza Mateen Jiad Ali Cheema Afraz Naqvi
I. AD CONTENT
The content of the ad will consist of two parts one is the article and the other is the video content. The article

will be attached in the caption of the video ad for people who are looking for detailed explanation of the content

shown in the video ad.

Article

For our audience who will engage with our Facebook ad and the people who are searching for

Foodpanda customer support on Google, we have written an article to explain them how they can

contact the customer support of Foodpanda. The main keyword of this article is ‘Foodpanda customer

support” which has a search volume of 140 in Pakistan. From this we made the assumption that people

want to interact with our customer support but aren’t properly aware of how to do that. This article will

help them with their queries regarding customer support. This article will be published on the

magazine.foodpanda.pk the subdomain of Foodpanda.pk under a new category of Contact Us.

II. REASON
No brand wants its bad image to be portrayed/posted or communicated via its customers on their social media

platforms and so do Foodpanda. The objective of the campaign is to market people the existing feature of

Foodpanda i.e., Foodpanda’s help center with an added facility to directly chat with the customer representative

via a Pau Pau logo in the lower right corner (Appendix Figure 1). Earlier, using help center feature, customers

were not able to directly connect will the customer representative rather they have to attempt some steps to do

so (Appendix Figure 2):

1. Click on Help center

2. Select the concern like I’m having trouble placing an order
3. If the related concern is not available, you will click on the other issues
4. Write your issue in the field given to start the conversation with customer representative.

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Doing the analysis of Facebook comments under Foodpanda’s post it was observed that people are actually

posting their concerns in the comment section (Appendix Figure 3). It also shows that Foodpanda is willing to

answer to the concerns of its customers (Appendix Figure 4) but posting those issues on Facebook is also

causing damage to the Foodpanda’s brand image. So, to cater this problem we will be making information

based content to make Foodpanda’s audience aware about the help center feature, tell them how to use that

feature, and tell them that the person they are talking to on the chat is a real person not a chatbot. This will help

Foodpanda to handle the concerns of customers effectively making their customer experience better than ever

before (as people will feel that their concerns are being heard and addressed too) because every concern matters.

III. AUDIENCE
For efficient use of budget, using the guide to Facebook ad targeting (Appendix Figure 5), we will be targeting:

Demographic

 Audience with the age of 18-34 comprising of the bigger portion of Foodpanda’s target audience

(Appendix Figure 6)

 Living in three major cities of Pakistan i.e., Lahore, Karachi, and Islamabad.

 Both male and female

Connections

 People following Foodpanda on Facebook page.

 People who are going to our website using our Facebook post’s link.

Behaviors

 People who are purchasing Food online.

 Well-versed with technology.

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According to the motive of the ad i.e., Awareness about the help center, the target audience needs not to be very

specific. More people getting to know about our help center will help us decrease the number of negative

comments to be posted in the comment section.

IV. HOW MANY DAYS AD WILL RUN

For our boosted Facebook ad post for customer support awareness, the first 5 days will be the testing phase.

Using $500 as a budget we can reach an estimated audience of 62.3K - 180K (Appendix Figure 7) daily out of

the total target audience size of 5.6M - 6.7M (predicted by Facebook) in 5 days. If we receive positive feedback

through this post, then we will boost it for another 30 days to reach 20.8K - 60K audience per day with an

estimated budget of $1000.

V. BUDGET
Budget for Introducing Pau Pau customer support feature:

To add a new button (Pau Pau mascot) on the app and website which you can click to directly reach the help

center, we will be hiring an app developer from freelancing platform like Upwork or Fiverr to add our new

feature to the app. As the app developer's hourly rate on Upwork is typically between $18-$39, we would be

allocating an estimated budget of $100 for this task as a project wage for the hired freelancer as this job is

expected to be completed in a week.

Total Estimated Budget for the Campaign

1. Testing phase 5 days = $500

2. Developer = $100
3. 30 days Campaign (If test phase if successful) = $1000

Total Budget = $1600

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 Appendix
Figure 1:

Figure 2:

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Figure 3:

Figure 4:

Figure 5:

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Figure 6:

Figure 7:

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