Robina Featherlines - Social Media
Robina Featherlines
Star performance and production
Challenge
How can we reintroduce Robina Featherlines as a poultry feed brand that local farmers and backyard breeders can use in growing their poultry business?
Client
Universal Robina Corporation Agri-Industrial Group
Scope
Social Media Strategy, Social Media Management, Paid Ads Management, Community Management
About the Brand
Robina Featherlines is a proven and farm-tested poultry brand that is enriched with high quality ingredients to ensure the optimum growth of broilers and layers until harvest. With its reintroduction into the trade market, there was a need to promote awareness of its product portfolio and strengthen its demand online through social media.
Reintroducing the brand
Coming into the market with a refreshed identity, we set up a social media page to build their online presence and launched a series of campaigns to promote each of their product categories to a wider audience. We started by highlighting the nutritional content and benefits of StarLayer, StarDuck, and StarQuail, and then supported these by emphasizing how these products can help improve the laying performance and egg production of broilers and layers, so local farmers and breeders alike can further cultivate their livelihood and poultry raising experience.
Building a community
The local poultry industry is severely affected by the pandemic and the government’s importation regulations. Although the industry is primarily focused on agri-trade, we created a community that extends support and empowerment to their livelihood through informational posts and webinars that educate them about responsible poultry raising and farm management. We also helped URC provide value to their community by welcoming more breeders, distributors, and dealers to their agri-trade channels, and giving them the leverage as a Kabalikat partner to connect with their specialized veterinarians for expert consultations on poultry care.
The solution
By focusing our efforts in educating the audience about proper poultry raising and farm management, we have helped establish Robina Featherlines as a poultry brand that local farmers and breeders can rely on when it comes to furthering their poultry raising skills and growing their poultry business.