Marketing strategy & target audience
I shaped a focused approach around the people most likely to connect with Poplet.
Featured Project · Poplet Ice Candy PH
Hello, I’m Rowie.
I turn colorful ideas into clear marketing plans.
I’m Rowie Navergas, Marketing Lead for the Poplet Ice Candy PH project. I combined audience research, content planning, campaign ideas, and marketing automation to help bring a playful brand story to life.
Marketing Lead
Featured project
Poplet Ice Candy PH
About my role
Strategy with a clear place in the team.
Poplet is a colorful, affordable ice candy concept with the line “Cool Bites, Happier Days!” It was developed as a collaborative business proposal, bringing together project, brand, marketing, sales, operations, and finance perspectives.
As Marketing Lead, I focused on how the brand could reach, interest, and guide its audience. My work supported the team’s wider proposal—it did not replace the creative, operational, sales, finance, or project contributions around it.
Brand message & content pillars
I turned the playful brand promise into repeatable themes for clear, consistent content.
Launch & social content planning
I organized a four-week story arc from first teaser to campaign recap.
Engagement & community ideas
I planned approachable ways to invite reactions, sharing, and local visibility.
GHL planning & automation support
I mapped Social Planner activity and the Winning Pop claim journey in GoHighLevel.
Marketing strategy
A simple strategy built around joy, recall, and connection.
The goal was to build awareness, engagement, and loyalty through fun content, community visibility, and memorable customer experiences.
Audience focusKidsFamiliesStudentsNostalgic adults
PILLAR 0101
Fun & Color
Flavors, bright product visuals, and playful captions that make the brand instantly recognizable.
PILLAR 0202
Winning Pop
Surprise-led campaign content paired with simple, reassuring claim instructions.
PILLAR 0303
Real Moments
Family bonding, school breaks, and community occasions where a small treat fits naturally.
PILLAR 0404
Social Proof
Reviews, reactions, and customer-created content that help future buyers feel confident.
Planned channels
Showing up where the audience already connects.
Facebook & Instagram content
Website & claim funnel
Messenger sharing
Community visibility
Local partnerships
Proposed local pilot plan
The 30-Day Marketing Plan
My 30-day plan gave Poplet a focused way to test demand close to home: introduce the product, encourage first orders, invite customers back, and review the results before expanding.
All figures below are plan goals or budget assumptions, not achieved results.
- Week 11
Awareness
Open the social pages, explain the product and prices, share colorful product content, and collect first reactions.
- Week 22
Trial
Promote the proposed ₱45 mixed 10-piece pack, offer sampling, and encourage Messenger pre-orders.
- Week 33
Repeat
Use flavor polls, customer feedback, and friendly reorder reminders.
- Week 44
Partners
Explore small trials with local stores, school contacts, and event suppliers.
Content engine
4 feed posts + 1–2 short videos every week
Stories fill the gaps with availability and quick updates.
Product temptationHappy momentsFun participationTrust and qualityOrders and offers
Mon
Flavor feature
Wed
Behind the scenes
Fri
Offer or order reminder
Sun
Poll or customer story
From Discovery to Repeat Order
Step 1
Discover
Posts, Reels, and sampling bring people in.
Step 2
Message
Messenger helps answer flavor questions.
Step 3
Order
The team confirms each order.
Step 4
Experience
A reliable experience builds trust.
Step 5
Return
Feedback, reorders, and referrals.
₱5
per piece
₱45
10-piece pack
Launches with five fruit flavors; Fun Twist flavors can be teased or introduced later based on demand.
Figures from the project plan — not current prices on a live store.
Pilot Goals
30-day targets — results were not provided.- 1,200
- pieces sold
- 50–75
- first-time buyers
- 20%
- repeat buyers
- 30+
- Messenger inquiries
- 20
- feedback responses
- 3–5
- qualified partner leads
- <5%
- product waste
Proposed pilot budget
₱1,000- ₱350 · Sampling*
- ₱300 · Boost a proven local post
- ₱200 · QR menus or flyers
- ₱150 · Contingency
*Sampling cost is an assumption in the plan. All amounts are budget assumptions.
Winning Pop in the pilot
The plan recommends teasing the surprise first, then confirming final mechanics, prize quantities, redemption steps, dates, and any applicable permit requirements before promoting prizes. This is a suggested campaign approach, not a verified live promotion.
“As Marketing Lead, I developed the campaign direction and reporting approach, while coordinating with the project team responsible for approvals, design, stock, orders, and fulfillment.”
View the 30-Day Marketing PlanCampaigns & deliverables
A four-week launch story—not just a list of posts.
Each week had a distinct job: create curiosity, introduce the experience, deepen trust, and keep the community involved.
Week 1
Spark curiosity
Teasers, flavor reveals, and the Poplet brand story.
Week 2
Open with energy
Opening content and the Winning Pop introduction.
Week 3
Build connection
Reviews, reactions, and community features.
Week 4
Keep the story moving
Customer content, winner stories, and a campaign recap.
Selected project work
The thinking, made visible.
Select a project piece to view it more closely.
Marketing & sales strategy
Strategy overview created to align audience, messaging, and rollout.
Competitor analysis
Research used to clarify Poplet’s position in a familiar local category.
One-page business proposal
A concise overview connecting the team’s business thinking and shared direction.
Find the Winning Pop campaign
Campaign poster designed to spark interest and guide people toward the claim journey.
GHL marketing systems
From campaign attention to an organized next step.
I supported two connected GoHighLevel use cases: keeping social content organized and mapping a clear, review-led claim experience.
Featured campaign
Winning Pop customer journey
Presented here as a campaign and workflow example—not a live prize promotion. Every claim stays pending until the team checks the uploaded wrapper.
STEP 1
Scan QR code
STEP 2
Open claim page
STEP 3
Submit form & wrapper photo
STEP 4
Wait for manual verification
STEP 5
Receive an email update
Social Planner
Prepare content, choose connected channels, schedule posts, and review what has been published and how it performs.
Content preparationChannel selectionSchedulingPerformance review
Claim workflow
A form submission begins as pending. The team verifies it manually, then an approved or rejected status sends the relevant email.
FunnelFormTagsInternal notificationAutomated emails
Skills demonstrated
Creative thinking, built to be managed.
This project brought together the human side of marketing with the systems that help a team deliver it consistently.
Marketing planningAudience understandingContent calendarsSocial media coordinationCampaign messagingCopywritingCustomer journey mappingGoHighLevel Social PlannerFunnelsFormsWorkflowsCross-functional teamwork
Let’s work together
Let’s make your marketing easier to plan and manage.
If you need a CRM and Marketing Automation VA who can bring structure to your ideas, organize the customer journey, and keep the brand voice human, I’d love to connect.
FacebookVASpecialistRowena
Instagramva_rowenanavergas
LinkedInrowena-navergas
VA Portfoliovarowena.rowdigitalstudio.com