# TITA DERMS — DETAILED MEDIA PLAN
### Persona Growth Strategy for Dr. Peach Paz Lao, MD ("Tita Derms")
**Prepared for:** Media / Digital Strategy & Campaign Implementation
**Date:** June 2026
**Currency:** Philippine Peso (₱). USD shown at ≈ ₱57/USD for reference.

---

## 0. THE ONE THING TO REMEMBER

> **CONTENT = ENGINE. MEDIA = ACCELERATOR.**
>
> Media does not create followers. Media finds the content that is *already working* and pours fuel on it. If a video can't earn attention organically, no budget will save it — it will just buy expensive reach that doesn't convert to follows. Our entire system is built to (1) let content prove itself organically, then (2) amplify only proven winners.

We are building a **person**, not a page. The asset is *trust in Tita Derms*. Followers are the scoreboard, not the goal. The goal is affinity and authority — the "Atty. Tony Roman of derma."

**Reality check on the 300K-in-3-months target:** Achievable *only* if 2–3 videos go genuinely viral (1M+ views) AND we sustain a heavy organic cadence AND we amplify aggressively. That is a lottery ticket, not a plan. **300K in 12 months is the plan we can actually engineer.** We will set up everything so that *if* a video pops in month 2, we can ride it to the 3-month moonshot — but we do not budget or promise on luck.

---

## 1. OVERALL GROWTH STRATEGY

### 1.1 Why TikTok is the Hero Platform

| Factor | TikTok | Meta (FB/IG) |
|---|---|---|
| **Distribution model** | Interest-graph. Pushes content to *strangers* who don't follow you. | Social-graph. Mostly shows content to people who already follow you. |
| **Discovery for unknown creators** | Excellent — a 0-follower account can hit 1M views. | Poor — Reels has improved but still favors established accounts. |
| **Cost of reach (PH)** | Cheapest (CPM ₱60–₱180). | Higher (CPM ₱120–₱280). |
| **Persona-building velocity** | Fastest. The platform *manufactures* micro-celebrities. | Slower; better for nurturing an existing audience. |
| **Audience for "Tita" derma content** | Massive PH Gen Z + Millennial skincare audience, highly active. | Older skew on FB; IG strong for skincare aesthetics. |

**Conclusion:** TikTok is where a *new* persona gets discovered by strangers at the lowest cost. That is exactly our job in months 0–6. TikTok is the **acquisition engine**.

### 1.2 Role of Each Platform

- **TikTok — ACQUISITION (Hero).** Where we win new strangers. 100% of original content originates here. ~65–70% of total media budget. Primary KPI: net new followers + qualified video views.
- **Instagram — CONVERSION OF AFFINITY / BRAND HOME.** Where people who liked a TikTok come to "check her out." Reels cross-posted from TikTok (no watermark). This is where Tita Derms looks *legitimate and premium* — bio, highlights (Credentials, Myths, FAQs), grid aesthetic. ~20% of budget. Primary KPI: profile visits → follows, saves.
- **Facebook — DEPTH, LONGEVITY & THE TITA DEMOGRAPHIC.** The literal "Tita" audience (35–55 PH women) lives on Facebook. Strong for community, comments, shares into family group chats, and live sessions later. Cross-post Reels + long-form. ~10–15% of budget. Primary KPI: engagement, shares, video views, community growth.

### 1.3 How the Platforms Work Together (the "Content Atom" flow)

```
        ┌─────────────────────────────────────────┐
        │  1. SHOOT ONCE (Tita Derms on camera)     │
        └─────────────────┬─────────────────────────┘
                          ▼
        ┌─────────────────────────────────────────┐
        │  2. PUBLISH NATIVE ON TIKTOK FIRST        │  ← discovery test
        │     (organic. let algorithm judge it.)    │
        └─────────────────┬─────────────────────────┘
            48–72h test     │
                          ▼
        ┌──────────────┴───────────────┐
        │  WINNER?  (see thresholds §3) │
        └──────┬───────────────┬────────┘
            YES │            NO │ → archive learning, do not boost
                ▼               
   ┌────────────────────────┐
   │ 3. AMPLIFY via Spark Ad │ (TikTok)
   │ 4. Cross-post to IG     │ Reels (no watermark)
   │    Reels + FB Reels     │
   │ 5. Boost best on Meta   │ if it also moves there
   └────────────────────────┘
```

**Rule:** We never create separate content for each platform. We create *one* content atom, prove it on TikTok, and distribute + amplify the winners everywhere. This keeps the burden on content quality, not on production volume or ad spend.

---

## 2. BUDGET SCENARIOS

> **Important framing:** The numbers below are the **media-driven (paid) contribution** to follower growth. *Organic growth is on top of this and is usually larger if content is good.* We model paid conservatively so you never over-promise. All CPF (Cost Per Follower) figures are blended PH benchmarks for derma/beauty persona content in 2025–2026.

### 2.1 PH Benchmark Assumptions (the math inputs)

| Metric | Conservative | Realistic | Optimistic |
|---|---|---|---|
| TikTok CPM (video views) | ₱180 | ₱120 | ₱70 |
| TikTok cost per 2s focused view | ₱0.06 | ₱0.04 | ₱0.02 |
| TikTok blended CPF — *content amplification* (quality) | ₱12 | ₱8 | ₱5 |
| TikTok CPF — *direct follower campaign* (lower quality) | ₱6 | ₱4 | ₱2 |
| Meta CPM | ₱250 | ₱160 | ₱110 |
| Meta cost per engagement | ₱1.50 | ₱0.90 | ₱0.40 |
| Meta CPF (page/profile, blended) | ₱9 | ₱6 | ₱3.50 |
| **% of followers from ORGANIC (good content)** | 40% | 60% | 75% |

> Read that last row carefully: in a healthy account, **60%+ of follower growth is organic**, earned by content the algorithm chose to push for free. Media buys the remaining share *and accelerates the organic by feeding the algorithm early engagement signals.*

### 2.2 The Three Budgets (Monthly Media Spend)

| | **LOW** | **MEDIUM** (recommended start) | **HIGH** |
|---|---|---|---|
| Monthly media budget | **₱30,000** (~$525) | **₱75,000** (~$1,315) | **₱150,000** (~$2,630) |
| TikTok (65%) | ₱19,500 | ₱48,750 | ₱97,500 |
| Instagram (20%) | ₱6,000 | ₱15,000 | ₱30,000 |
| Facebook (15%) | ₱4,500 | ₱11,250 | ₱22,500 |
| Blended CPF used | ₱8 | ₱7 | ₱6 |
| **Paid followers / mo** | ~3,750 | ~10,700 | ~25,000 |
| Implied organic (at 60% of total) | ~5,600 | ~16,000 | ~37,500 |
| **TOTAL followers / mo (blended)** | **~9,000** | **~26,000** | **~62,000** |
| Monthly reach (paid) | 250K–500K | 800K–1.3M | 1.8M–2.8M |
| Monthly video views (paid+organic) | 1.5M–3M | 5M–9M | 12M–20M |

### 2.3 Projections

> Assumes content quality holds, cadence is met, and we amplify winners. Ranges, not promises. The low end assumes no viral breakout; the high end assumes 1–2 breakouts.

| | LOW budget | MEDIUM budget | HIGH budget |
|---|---|---|---|
| **3-month total followers** | 25K – 40K | 65K – 110K | 150K – 230K |
| **12-month total followers** | 90K – 150K | **230K – 380K** | 450K – 700K+ |
| Hits the client's 300K goal? | Only if viral | **Yes, ~10–12 months** | Yes, ~6–8 months |

**Recommendation:** Start **MEDIUM (₱75K/mo)** for months 1–2 while we find what works, then shift toward HIGH in months 3–4 *only once we have proven winning creative to amplify*. Pouring HIGH budget in month 1 with unproven content wastes money — you'd be amplifying guesses.

---

## 3. SCENARIO A vs SCENARIO B — THE MOST IMPORTANT BUDGET DECISION

This is the core strategic choice in paid social for a persona brand.

### Scenario A — Follower Campaigns (buy follows directly)
You run TikTok's **Follower** objective / Meta's page-like style campaigns. The algorithm optimizes for the cheapest possible follow.

- ✅ **Cheapest CPF** (₱2–₱6).
- ✅ Makes the follower number go up fast — good for *social proof optics* early.
- ❌ **Low-quality followers.** Many follow reflexively and never engage again.
- ❌ **Drags down engagement rate**, which *hurts* future organic reach (the algorithm sees a big-but-dead audience).
- ❌ The *content itself gets little reach* — you bought a follow, not views/affinity.
- ❌ Does not build the persona. A follow without watching a video ≠ trust.

### Scenario B — Content Amplification (Spark Ads / boosting winners)
You amplify your best-performing *organic videos* with view/engagement/Spark objectives. Follows come as a *byproduct* of people watching great content.

- ✅ **Real, engaged followers** who chose to follow after watching.
- ✅ **Content gets massive reach + views** — builds authority and persona, not just a number.
- ✅ Feeds the algorithm strong signals → **lifts organic reach** of that video and future videos (compounding).
- ✅ Generates saves, shares, comments — the trust currency.
- ❌ **Higher CPF** (₱5–₱12).
- ❌ Slower to move the vanity follower count.

### Cost vs Quality Comparison

| | Scenario A (Follower) | Scenario B (Amplification) |
|---|---|---|
| CPF | ₱2–₱6 ✅ | ₱5–₱12 ❌ |
| Follower quality | Low ❌ | High ✅ |
| Engagement rate impact | Negative ❌ | Positive ✅ |
| Builds persona/trust | No ❌ | Yes ✅ |
| Algorithm health | Hurts ❌ | Helps ✅ |
| Content reach/views | Minimal ❌ | Large ✅ |
| Compounding effect | None ❌ | Strong ✅ |

### RECOMMENDED BLEND
Because this is a **persona/trust** play (not a vanity-number play), we weight heavily to B.

- **Months 1–2:** 80% Scenario B / 20% Scenario A. (A small A budget seeds initial social proof so a 200-follower page doesn't look dead — psychologically important for new visitors.)
- **Month 3+:** 90% Scenario B / 10% A, or 100% B. Once social proof exists, kill cheap follower-buying. It only ever hurt quality.

> Cheap followers are a sugar high. They flatter the dashboard and starve the algorithm. We use a tiny dose early for social proof, then go all-in on amplifying content that earns real affinity.

---

## 4. CAMPAIGN STRUCTURE

### 4.1 TikTok Campaigns

TikTok Ads Manager structure = **Campaign → Ad Group (audience/budget/optimization) → Ad (the creative)**.

#### (a) Follower Campaign — *use sparingly, months 1–2 only*
- **Objective:** Community Interaction → Followers (or Engagement).
- **Audience:** PH, 18–45, interests: skincare, beauty, dermatology, K-beauty, self-care. Broad (let TikTok find them).
- **Budget:** ₱300–₱500/day, capped. ~15–20% of TikTok budget early, then off.
- **Optimization window:** 7-day learning. Don't touch for 3–4 days.
- **KPI:** CPF ≤ ₱5. New follows.

#### (b) Video View Campaign — *the workhorse for reach + cheap eyeballs*
- **Objective:** Video Views (optimize for 6-second/focused view) OR Reach.
- **Use for:** Pushing a promising-but-not-yet-proven video to a wider test audience to *see if it has legs* before full Spark amplification.
- **Audience:** Broad PH interest stack as above; create a 2nd ad group with a Lookalike of engagers once you have a pixel/engagement base.
- **Budget:** 30–40% of TikTok budget.
- **Optimization window:** 48–72h to read, 7-day learning.
- **KPI:** Cost per 6s view ≤ ₱0.10; avg watch time; % watched; profile-visit rate.

#### (c) Spark Ads — *the hero format, the engine's accelerator*
Spark Ads boost an **existing organic post** (Tita Derms' own video) as an ad. The ad keeps its organic likes/comments/shares and *all the views count back to the organic post* and the account. This is how amplification compounds.
- **Objective:** Video Views or Engagement or Reach, depending on what the winner needs.
- **Use for:** Your *proven organic winners only* (see thresholds in the Playbook).
- **Audience:** Start broad PH; add Lookalike (engagers) + interest stack.
- **Budget:** 40–50% of TikTok budget, concentrated on 1–3 winners at a time.
- **Optimization window:** Let it run min 3 days before judging; scale on day 4–5.
- **KPI:** CPF (blended), cost per 6s view, follower conversion, save/share rate.

#### How to amplify a winning post on TikTok (operational)
1. Identify winner organically (thresholds in Playbook).
2. Authorize the post for Spark Ads (creator grants code/permission in TikTok app → Settings → Creator/Business → Spark Ads authorization).
3. Build a Spark Ad using that post.
4. Start at ₱500–₱1,000/day broad. Read at 72h.
5. If CPF/CPV holds → scale +20–30% every 2–3 days. If it breaks → hold or cut.

### 4.2 Meta (Facebook + Instagram) Campaigns

Structure = **Campaign → Ad Set (audience/budget/placement/optimization) → Ad**.

#### (a) Engagement Campaign
- **Objective:** Engagement → "On-post engagement" or "Reels plays."
- **Use for:** Cross-posted TikTok winners that also resonate with the FB Tita audience.
- **Audience:** PH, 28–55 women for FB; 22–40 for IG. Interest: skincare, beauty, wellness, Watsons, derma clinics.
- **Budget:** 40% of Meta budget. **KPI:** cost per engagement ≤ ₱1; saves, shares.

#### (b) Video Views Campaign
- **Objective:** Video Views (ThruPlay).
- **Use for:** Reach + watch-time on cross-posted Reels.
- **KPI:** cost per ThruPlay; avg watch %. **Budget:** 30%.

#### (c) Profile Visits Campaign
- **Objective:** Traffic → to IG/FB profile, OR Engagement→profile visits.
- **Use for:** Turning content viewers into profile visitors → follows. This is the closest Meta gets to "follower optimization."
- **KPI:** cost per profile visit ≤ ₱5; follow-through rate. **Budget:** 20%.

#### (d) Follower Optimization (note)
Meta has **no clean "get followers" objective** like TikTok. The lever is: run Profile-Visit + Engagement campaigns on strong creative, optimize the profile to convert visits→follows (bio, pinned content, highlights). ~10% experimental budget.

### 4.3 Budget Allocation Summary (Medium scenario, ₱75K/mo)

| Platform | Campaign type | % of platform | ₱/mo |
|---|---|---|---|
| TikTok (₱48,750) | Spark Ads (winners) | 45% | ₱21,900 |
| | Video Views (testing) | 35% | ₱17,100 |
| | Follower (seed, m1–2) | 20% → 0 | ₱9,750 |
| Instagram (₱15,000) | Engagement | 45% | ₱6,750 |
| | Video Views | 35% | ₱5,250 |
| | Profile Visits | 20% | ₱3,000 |
| Facebook (₱11,250) | Engagement | 50% | ₱5,625 |
| | Video Views | 35% | ₱3,940 |
| | Profile Visits | 15% | ₱1,685 |

### 4.4 KPIs by Layer (what "good" looks like — PH benchmarks)

| Metric | TikTok target | Meta target |
|---|---|---|
| CPM | ≤ ₱120 | ≤ ₱180 |
| Cost per 6s/ThruPlay view | ≤ ₱0.10 | ≤ ₱0.40 |
| Blended CPF (quality) | ≤ ₱8 | ≤ ₱7 |
| Avg watch / completion | ≥ 40% / hook held 3s | ≥ 30% |
| Save + share rate | ≥ 2% of views | ≥ 1.5% |
| Profile-visit→follow rate | ≥ 8% | ≥ 5% |
| Engagement rate (organic) | ≥ 6% | ≥ 4% |

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## 5. OPTIMIZATION PRINCIPLES (media-level)

1. **Don't touch a campaign during its learning phase** (TikTok ~50 conversions / 7 days; Meta similar). Edits reset learning and waste money.
2. **Judge ads at 72 hours, not 24.** Early numbers lie.
3. **Scale by ≤ 20–30% per change**, every 2–3 days. Big jumps reset learning.
4. **Concentrate budget on few winners**, don't spread thin across mediocre posts.
5. **Kill fast on losers** (see Playbook kill rules), keep winners running until CPF degrades or creative fatigues (frequency > 2.5 on Meta, CPV climbing 30%+ on TikTok).
6. **Refresh creative before fatigue** — always have the next winner ready, because content is the engine.

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*End of Media Plan. See companion file: `tita-derms-playbook.md` for step-by-step execution.*