Scoops of Joy: Elevating Consumer Engagement through Interactive Advertising of the Mamang Sobetero Brand/
James Eduard C. Chentes
- Manila: Technological University of The Philippines, 2024.
- vii, 164pages 29cm
Bachelor of Thesis
College of Architecture and Fine Arts:
Includes bibliographic references and index.
The researchers came up with the idea to integrate new advertising techniques to classic businesses. Then we came across a very familiar pinoy delicacy, perfect during the summer heat, the dirty ice cream or Sorbetes. We then looked for the perfect business to enforce our project and found the number 1 Sorbetes supplier in Las Piņas City since 1981, the Mamang Sorbetero. We then partnered with them in promoting their business using modern advertising techniques. This comes with a lot of intricate activities like planning for a promotional campaign which we named Scoops of Joy, creating various collaterals to be posted on their social media page, and making photobooth and various merchandise to be used during the said campaign. We launched the campaign on the perfect date that they provided us with, during the fiesta of the good shepherd parish in Doņa Manuela Las Piņas City. We used a quantitative research design following the likert scale and a closed ended survey questionnaire to assess the impact of our promotional campaign to the customer engagement, their purchase behavior, and sales. After analyzing the data results, we concluded that the most engaging modern advertising technique is the QR raffle. The data showed remarkable results in terms of customer engagement and even raised the sales by 50% that day.