marketing
digital
1
Patagonia "Down to Earth" Campaign
In my digital content marketing course, I was tasked with creating an online campaign for Patagonia that focused on creating a goal of reducing overall annual waste. The mission was to create a BHAG that could allow to launch a campaign that had an end goal. Through the creative of SMART goals, the campaign was able to track their progress and measure their successes within the timeframe set to accomplish the goal.
Discovering our audience was number one on the list to create an effective content strategy, through market research I was able to collect data that segmented groups and customers of Patagonia to narrow down where I was looking. Creating buyer personas from this data gave a sense of what the "ideal" participant of the campaign would be, it was essential to find what someone would find interesting enough to be a part of this campaign.
After creating several buyer personas, customer journey maps were the next step to allow me to put myself in a day of the life of our ideal participant.
Through an omnichannel strategy, various forms of content were integrated through multiple communication channels to create a seamless experience for customers and participants. To sustain this strategy we relied on content that primarily focused on:
- Metrics and visual data that help educate our audience about our mission
- Video Tutorials on YouTube for common gear repairs and how customers could to it themselves
- Mini Series that shared stories of participants who have gotten involved with our mission
Expanding on this omnichannel strategy, the content was expanded to mediums like
- Social media campaigns - creating a movement on a digital platform such as Instagram or Twitter to increase engagement with user generated content
social media
social media
-Email marketing campaigns - Would inform participants of upcoming events and local community clean ups
By creating an in depth content strategy through Patagonia's "Down to Earth" campaign, I gained a solid understanding of the importance of messaging through content. Creating content is more than just making something that looks good, it's about creating a story and narrative around one common goal and get people engaged with a movement that can reshape a brand and or organization.
HealthHub
In my digital marekting course a small team and myself were selected to create a digital campaign and website that implemented structured SEO keyword search into a fully functioning website using Wix.com
Our company "HealthHub" was an online protein and supplement startup that needed to create an online presence. We were tasked with understanding who are target audience was and segment them into targeted groups that would likely consider purchasing products from our store.
Using AI, we collected data to find the most efficient and effective keywords to include throughout our website, through paid search advertising, and banner & display ads. Using paid search advertising we could now to become more visible to our target audience, by using keywords in ads such as:
- Healthy Protein Snacks
- Pure
- Fuel your body etc.
It helped us build visibility to the audience we wanted and drove more traffic to our website
Through banner & display ads we remarked advertisements that target users who have previously interacted with our brand online, aiming to re-engage them and encourage conversions through tailored messaging.
building awareness
consideration
acquisition
By creating this website structured by SEO and a marketing strategy that remarketed to the target audience, I have gained a solid understanding of the importance or finding and segmenting groups that would be interesting in certain products
and or services.