Digital Marketing Case Study

Brand Launch and Funnel Creation

This case study documents how I built an entire social media presence and email subscriber base from zero to 25k total followers, 18k subs and 4.2x ROAS. This was achieved through an events based marketing funnel which gathered audience data for re-targeting campaigns fueled by viral social media content that drove conversion-based traffic for direct sales on a website.

Context

  • Role: Digital Marketing // Content Creation // Script Specialist
  • Platform: TikTok // Instagram // Brevo // WordPress
  • Timeframe: ~6 months
  • Starting audience: New accounts with no followers.
  • Outcome: Grew account(s) from 0 to ~25K followers across TikTok and Instagram, while generating 18k email subscribers and 4.2x ROAS.

The Challenge

Build a complete marketing funnel from scratch for a company with no online brand identity or base.

The Goal


Create organic content to drive traffic and capture audience data to fuel conversion campaigns across social media, CRM, and web-based sales.

  • Discover online audiences to train pixel and social algorithms
  • Create marketing pixels and event tracking funnels for conversion tracking and email campaigns driven by social media content
  • Develop story-telling based content for Instagram, Tiktok, and Brevo
  • Build credibility and brand advocates through viral content and engagement
  • Adapt to changing trends, memes, music, and forecast future trends

Client Snapshot

Niche: Acting and Entertainment Industry Community

  • Starting Followers: none (new account)

Primary issues:

  • Trust and credibility are difficult to establish in this sector.
  • Lack of training or audience data
  • No online brand identity or presence
  • Inconsistent website traffic
  • Competitive space with historically poor ROAS

The absence of existing audience data made organic reach the necessary foundation before paid spend could perform efficiently.

The Strategy

Content Planning

  • Test high-retention short form vertical content to optimize engagement
  • Establish audience benchmarks to optimize ROAS for conversions
  • Create humorous, topical, educational based content for organic reach
  • Re-target existing audiences and develop lookalike data for growth and consistent outside web traffic
  • Implement cross promotional messaging on Instagram, Tiktok, and Brevo
  • Build content strategies for long-term audience engagement and growth

AI Powered Ideation

  • Used AI tools and social media algorithms fueled by trending data for content creation and refinement
  • A/B tested content using base metrics to gauge effectiveness and push for greater efficiency
  • Used AI-assisted draft outlines and market research, with final content refined manually from audience and performance data

Brand Launch

  • Released 9 launch pieces of story-telling based content for brand identity on a daily strategy optimized for viewership and conversions
  • Identified key engagement metrics for content and audiences to implement for future releases and edits
  • Utilized automated and event based email marketing to maintain website engagement and conversions off social media
  • Researched optimal trending sounds, hashtags, format, and content to stay current or ahead of trends
  • Developed parallel CRM marketing campaigns for re-engagement and subscriber capture for future conversion campaigns

The Execution

  • Structured content using proven early-retention principles to maximize watch time, reduce drop-off and drive web traffic
  • Timed launches across email, social media, and website for brand synergy
  • Maintained a consistent visual and tonal style while tailoring format and pacing for each platform
  • CRM follow-up through Brevo to retain audience interest outside social media and re-capture conversions post campaign

The Results

  • Delivered 4.2x ROAS through a data-driven funnel that reduced CPA and increased efficiency on conversion-based campaigns
  • Scaled accounts from ~0 → ~25K followers
  • 21 viral videos across a ~6-month period
  • Top-performing content reached ~3.8M views
  • Web traffic growth of 47.5k views and 26.8k visitors

Selected High-Performing Conversion-Based Content

These posts are demonstrative of high performing content to drive traffic and refine a marketing funnel. Using different strategies it allows for predictable conversion spend, consistent delivery, and scroll-stopping hook design while staying unique and true to the brand’s voice and offerings.

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