Your marketing manager is skeptical about spending PHP 50,000 to boost a series of Instagram Reels for an upcoming product launch. How would you build a business case to secure approval for this budget?

Situation

In my role as Social Media Lead for a local skincare brand, we were preparing for a new sunscreen line launch. The marketing director was hesitant to allocate PHP 50,000 to boost Reels, preferring to use the budget for influencer seeding instead.

Task

I had to convince the director that boosting Reels was a more efficient use of our limited launch budget by showing projected reach, engagement benchmarks, and alignment with our target Gen Z audience.

Action

I prepared a one-page proposal with three key points: first, I showed historical data from our organic Reels which averaged a 4% engagement rate and a lower CPC when boosted compared to static images; second, I mapped out how the PHP 50,000 could be split across five Reels with specific objectives – two for reach and three for website visits – targeting users who engaged with similar skincare content; third, I proposed a small A/B test with P10,000 to validate the approach before scaling. I also coordinated the timing with our influencer posts so the boost wouldn't overlap and confuse audiences.

Result

The director approved the budget after seeing the test results: our pilot Reel boosted with P10,000 reached 50,000 users at a cost per 1,000 impressions of PHP 200, driving 200 website clicks. The full launch campaign later yielded a 35% increase in site traffic from Instagram.