Hong Kong FarmFest is the largest outdoor downtown farmers’ market in Hong Kong. In 2018, FarmFest had about 380 stalls, with over 200 offering organic and premium local produce such as fresh fruits, vegetables, fisheries products, dried seafood and ornamental plants for sale. Eric is faced with the great challenge of organising Hong Kong FarmFest 2019, including its social media marketing campaign, after its success in 2018. As the chairperson of the organising committee, he must come up with an optimal strategy for the upcoming social media marketing campaign. The case encourages students to envision themselves as members of the organising committee and to provide recommendations about how the campaign can be improved in 2019.