DIGITAL MARKETING
Giardino Gelato:
Driving Digital Growth and Brand Visibility
Giardino Gelato operates in Davao City and Cebu, focusing on a robust content management strategy. By leveraging both organic and paid approaches, we aim to enhance brand awareness and foster brand loyalty. We've been running ads and producing raw videos to boost foot traffic and sales. Our strategy includes integrating videos into our reels, which has organically increased our Instagram reach to 80K. Additionally, I managed ad campaigns that secured a full month of bookings for a client's party booth business, significantly increasing their sales. I have also utilized influencer marketing, collaborating with influencers to enhance brand visibility. To create personalized content, I involved staff members in making reels, humanizing the brand. Our client has continued to partner with us through 2024.
As their digital brand strategist, I have successfully filtered and selected high-converting influencer partnerships that have proven to be highly beneficial for the brand. Influencer marketing can be challenging due to the prevalence of fake followers and bots, but I have diligently identified influencers who genuinely enhance brand visibility and drive success. This is crucial for brand recognition in both Cebu City and Davao City.
Kadayawan 2024 Limited Edition Art Cups
In this project, Giardino Gelato approached me to conceptualize decorative art cups. I proposed a more strategic direction six months ahead of Kadayawan 2024—Davao City’s biggest celebration—by developing limited-edition cup designs tailored specifically for the festival.
To execute the concept, I collaborated with local artist Spencer Ruto. Through multiple design iterations and feedback sessions, we finalized two distinct designs. The regular cup featured vibrant colors and patterns inspired by the energy and cultural richness of Kadayawan, while the small cup carried a durian-themed design, highlighting one of Davao’s most iconic fruits.
The cups were successfully produced and launched during Kadayawan 2024, contributing to stronger brand visibility for Giardino Gelato while reinforcing its connection to local culture and community.
2025 Summer Campaign: Cool Down with Giardino Gelato
Giardino Gelato set out to strengthen its presence during peak season by owning the “summer treat” space in Cebu and Davao. The goal was clear: create a campaign that felt local, relatable, and visually engaging—something that would connect with everyday moments under the heat while positioning the brand as the go-to way to cool down.
I developed the full campaign concept, “Cool Down with Giardino Gelato,” anchored on real-life scenarios—from a tired mom at home, to a freelancer stepping out for a break, to an active couple cooling off after a jog. The direction focused on storytelling that felt familiar and regional, incorporating Bisaya language and humor to make the content more authentic and shareable.
From strategy to execution, I handled the campaign structure—covering content planning, storyboard development, ad formats, and rollout across Facebook, Instagram, and TikTok. The video commercial was designed as the core asset, supported by shorter cutdowns and influencer collaborations to maximize reach and adaptability across platforms.
The production emphasized vibrant visuals, fast-paced edits, and a clear transformation narrative—showing how a simple gelato break could shift everyday moments into something more enjoyable. Beyond the main campaign, I also structured supporting efforts such as giveaways and content repurposing strategies to extend the asset’s lifespan across multiple formats and future campaigns.
The campaign generated over 50,000 views on Facebook, driving engagement and strengthening brand visibility during the summer period. More importantly, it established a strong creative foundation that can be reused and scaled for future seasonal campaigns—maximizing both impact and cost efficiency moving forward.