Ads Campaign

Report
Group C_Team 2_Morning
Sunshine
01

Business
Overview
What We Offer to Customers
Key Activities
Morning Sunshine offer a
healthy food catering
Customer
People with healthy
lifestyle and on a diet plan
Value Proposition
Create your own menu
Breakfast to dinner
Free & on time Delivery
Free Consultation
Eat now, Pay Later
Eco-friendly
Unique Selling Point
Morning Sunshine
Kitchen offer you healthy
meals with breakfast
menu and you can pay
later for it
Occupation Area

Jakarta
Area
For a new catering business,
we can serve our catering
around Jakarta Area.

Our customer located +30km

around South Jakarta.
DEMOGRAPHICS
Age : 22 - 55 yo Core Audience
Location : Jakarta area (+30km)
Diet Plan & Sport
Occupation :
college student, housewife
Interest : PAIN POINT :
Body building & fitness, sports, High price
healthy diet, physical exercise,
simply healthy diets or
Plant-based diet SOLUTION :
Benefit of eat more, pay later
Audience Size : value
13,400,000 - 15,700,000
Ads #1
Key Value

● Attractive Color
● Value of the product
● Appetite Food

Primary Text

MAKAN SEKARANG, BAYAR KAPAN-KAPAN 🤤

Pastikan perutmu nggak kelaparan siang dan

malam tanpa perlu mikirin bayarnya. Pilih menu
sesukamu, kita langsung antar dan bayarnya nanti
aja!

Menu sehat mulai dari IDR 12ribuan aja* CTA : Learn More
www.morning-sunshine.online
Ads #2
Key Value

● Attractive Color
● Big picture of food that will get
appetite attention
Primary Text

Dapatkan voucher 100K buat 100 pendaftar

pertama!!

Menu lengkap di Morning Sunshine KItchen bisa

temenin kamu seharian. Nikmat, sehat, bergizi,
boost your immune !!

Ambil vouchermu disini !!

CTA : Sign Up
Visit website
www.morning-sunshine.online
Core Audience DEMOGRAPHICS
Age : 22 - 55 yo
Healthy Food & Lifestyle Location : Jakarta area (+30km)
Occupation :
PAIN POINT :
Employee, executive
Donʼt have much time
Interest :
Healthy Habits, Catering, Healthy
SOLUTION :
food, Food and Beverage, Healthy
On Time Delivery
Lifestyles, Health & wellness,
Breakfast or Food
Audience Size :
12,700,000 - 15,000,000
 Ads #1
Key Value

Attractive Color
Big picture of food that will get
appetite attention
Primary Text

Penuhi nutrisi siang atau malammu

dengan menu lunch/dinner. Menu akan
dikirim ontime ketempatmu !

- Pilih menu lunch/dinnermu sendiri

- Free Delivery Jakarta Area
- Free Konsultasi
- makan sekarang, bayar nanti !
- on time delivery

CTA : Learn More Menu mulai dari IDR 179.000

www.morning-sunshine.online
 Ads #2
Key Value

Attractive Color
Big picture of food that will get
appetite attention
Primary Text

Dapatkan voucher 100K buat 100 pendaftar

pertama!!

Menu lengkap di Morning Sunshine KItchen bisa

temenin kamu seharian. Nikmat, sehat, bergizi,
boost your immune !!

Ambil vouchermu disini !!

CTA : Sign Up
Visit website
www.morning-sunshine.online
Campaign
Performance

02
 Campaign Goals

Targeting Objectives Metrics

prospecting_Healthy
COLD Food
Conversion CVR, CPC, CTR

prospecting_Diet Plan Conversion CVR, CPC, CTR

prospecting_LAL
Conversion CVR, CPC, CTR
Audience

Reengagement_LAL
WARM Audience
Conversion CVR, CPC, CTR
 CAMPAIGN STRUCTURE

MORNING SUNSHINE KITCHEN

JKT_Re-Engagement_Con
JKT_Prospecting_conversion
version

LAL3%_LPVisit
Healthy Food Diet Plan LAL3%_LPVisitor_Last 4D
or_Last 4D

ADS #1 ADS #2 ADS #1 ADS #2 ADS #1 ADS #1 ADS #2

 Spent IDR

436K/500K
#1
Achieve
Performance Submission Form
39.561 IDR
11 leads
Highlight Cost/Lead

21-25 Feb 2022 Gain Achieve

66 22,92%
Web Visitors
(Clicks) Conversion Rate

5.630 Reach 48 Landing Page Views

 Daily Acc Status

Day 2 Day 4
1 Campaign 2 Adset 2 Campaign 3 Adset
4 Ads 4 Ads

Day 1 Day 3 Day 5

1 Campaign 2 Adset 2 Campaign 3 Adset 2 Campaign 4 Adset
4 Ads 4 Ads 5 Ads
#2 Performance
Highlight
21-25 Feb 2022
#3 Performance
Highlight
21-25 Feb 2022
 campaign structure

Day 1 healthy food

prospecting

diet plan
Goal
Audience Test image video image video

key metrics budget plan

Result : cost Rp. 48.458,- / total 100.000

Rp. 9.692,- / clicks using campaign budget
0 Leads
Rp. 0 - / leads
evaluation
0 CVR result 887 reach
technical error, ads showed at 3 pm
5 page view optimize core audience interest

5 clicks
 campaign structure

Day 2 healthy food

prospecting

diet plan
Goal
Audience Test image video image video

key metrics budget plan

Result : cost Rp. 89.500,- / total 150.000

Rp. 4.475,- / clicks using campaign budget
2 Leads
Rp. 44.750,- / leads
evaluation
12,5 % CVR result 1,357 reach
budget campaign ABO
16 page view
20 clicks
 campaign structure

Day 3 healthy food

prospecting
LAL 3% LP Visitor
Last 4 Days
reengagement

LAL 3% LP Visitor Last 4 Days

Goal
Ads Creative image image video image

key metrics budget plan

Result : cost Rp. 100,000,- / total 240.000

Rp. 11,111,- / clicks 70.000 (ABO on Prospecting)
1 Leads 70.000 (ABO on Prospecting)
Rp. 100.000,- / leads
100.000 (CBO on Reengagement)

12,5 % CVR result 2.033 reach evaluation

8 page view
Ads creative optimization
9 clicks Optimized design for mobile used
on landing page.
 campaign structure

Day 4 diet plan

prospecting
LAL 3% LP Visitor
Last 4 Days
reengagement

LAL 3% LP Visitor Last 4 Days

Goal image image video image

Landing Page
Review & Ads
Creative key metrics budget plan

Result : cost Rp. 100.000,- / total 240.000

Rp. 9.091,- / clicks 70.000 (ABO on Prospecting)
0 Leads 70.000 (ABO on Prospecting)
Rp. 0,- / leads
100.000 (CBO on Reengagement)

0 CVR result 1,292 reach

evaluation
6 page view
11 clicks landing page copywriting changes
prospecting in ABO setting to
optimized each ads
 campaign structure

Day 5 healthy food

prospecting

diet plan
LAL 3% LP Visitor
Last 2 Days
reengagement

LAL 3% LP Visitor Last 2 Days

video image image video image

Goal
Testing
Copywriting key metrics budget plan

Result : cost Rp. 96.812,- / total 150.000

Rp. 4,610,- / clicks 90.000 (Prospecting)
8 Leads 60.000 (Reengagement)
Rp. 12,102,- / leads

61,54 % CVR result 1,115 reach

evaluation
13 page view
21 clicks Attached
Campaign
Insight

03
Core Audience Insight

Healthy Food & Healthy Lifestyle Audience

Reach : 2.818 people
Audience Size : 13.400.000 - 15.700.000

As Expected Audience :
This audience is suitable with the customers who want our products

Diet Plan & Sport

Reach : 1.254 people
Audience Size : 12.700.000 - 15.000.000

Less interest Audience :

We should be able to add more interest that relates to this audience's specifications.
Initially we input just 3 interests, then after 2 days we optimized the interest of the
audience and it got more leads
 Campaign Structure Insight

Initial Thought The result

Initially we used FB/IG engagement campaign, We got 3 leads from LookAlike

because we thought that customer that already customer setting on
engaged with our social media will be easy to make wednesday to friday
a conversion into form submission

Our hypothesis

In facts, the data showed that this audience is below

1.000, so we think using FB/IG engagement is not a
best practice for new business

So we changed the campaign into LAL campaign

 Campaign Budget Insight

Budget Optimization
Initially we used CBO for our campaign structure, we ran the budget for 2 days.

We used this campaign to know which ads that have a good performance on market

Then, on day 3 we decided to use ABO to optimize ads that have reach and lead values

The result

We got 7 leads from ABO optimization

Ads Creative Insight
Before Optimization

HEADLINE HEADLINE
Morning Sunshine Kitchen | Your Healthy
Make Your Morning Easier Food Lifestyle

CTA
SIGN UP
PRIMARY TEXT
Penuhi nutrisi siang atau malammu dengan menu PERFORMANCE - 23/2
lunch/dinner. Menu akan dikirim ontime
ketempatmu ! CPC: Rp 7,169
CTR: 0.71%
- Pilih menu lunch/dinnermu sendiri
- Free Delivery Jakarta Area
- Free Konsultasi
- makan sekarang, bayar nanti !
- on time delivery

Menu mulai dari IDR 179.000

www.morning-sunshine.online
Ads Creative Insight
After Optimization

HEADLINE HEADLINE
Morning Sunshine Kitchen | Your Healthy Food
Lifestyle
Mulai Sehatmu Dari Sini!

CTA
SIGN UP

PRIMARY TEXT
Mulai Sehatmu dari sini ! PERFORMANCE - 24/2 (vs 23/2)
CPC: Rp 4,576 vs Rp 7,169 (cost decreases)
Let's boost your energy bareng Morning
CTR: 1.24% vs 0.71% (ratio increases)
Sunshine Kitchen.

Dapatkan voucher 100K buat 100 pendaftar

pertama!!

Ambil vouchermu disini !!

Visit website
www.morning-sunshine.online
Landing Page VISUAL

Insight
Audiences are given product expectation when they visit
the website by seeing large image of our menu.

Different font size on headline and sub-text helps visitor to

read the message easily.

COPYWRITING
Previous Text:
“Dapatkan diskon senilai IDR 100ribu dengan mengisi form
di bawah ini!”

New Text:
“Dapatkan 3x sarapan gratis senilai IDR 100ribu* dengan
mengisi form di bawah ini!”

After changing the text, our leads increased as we got 8

leads on the last day of ads. Highlighting “free/gratis”
word with mentioning the detail of reward is quite
impactful on generating leads.

COLOR
We use color on landing page mainly red and yellow. Based
on research, these colors attracts visitors, increases mood
and psychologically makes people hungry.
 Our Recommendation
Audience
Optimized audience by know
your customers better. Find
interest that will match with
your market audience
In our case :
25 - 54 is already on our
segmentation
Optimized more interest on
core audience by find out
whatʼs the best specification
Ads Creative
optimization of the design and
copy-writing of ads according
to whom the ads are intended
for
Make an ads design as
attractive as you can, we need
more reference to upgrade our
design skill
Using copy-writing that will
catch audience (such as
Clickbait words)
Landing Page
Make Sure you have a good
and attractive landing page
Product that can provide the
customer needs.
In our case :
We will redesign our landing
page with eye-catching design
and the Headline text that can
that makes customers
interested in buying our
products
 Our Team

Titi Oky Annisa

Project Designer Performance
Manager Marketer

Edwin Sadar
Copywriter Technical
Gracias !
ATTACHMENT
END
Keep Healthy and shine
bright like a diamond !