Creating a Connected Customer Experience
Brand & E-Commerce Lead
Overview
After establishing the brand’s positioning, the next challenge was translating it into marketing that could build trust, introduce the product and generate sales.
I developed an integrated approach across creators, experiential touchpoints, retail visibility and digital advertising—giving each channel a defined role within one consistent brand experience.
THE CHALLENGE
A premium food product cannot rely on visual appeal alone. Customers needed to understand why the product was different, see how it fitted into their lives and feel confident enough to try it.The campaign strategy therefore needed to balance brand storytelling with education, product demonstration and conversion.
THE CAMPAIGN APPROACH
Creator partnerships introduced the product through credible, everyday consumption moments rather than overly scripted endorsements.Experiential and sampling-led touchpoints allowed potential customers to encounter the product more directly. Retail promotions and marketplace merchandising reinforced visibility closer to purchase.Meta and Google campaigns extended the same messaging across prospecting and retargeting. Creative testing helped identify which combinations of product education, heritage and practical benefits generated the strongest response.
CONNECTING THE CUSTOMER JOURNEY
Each channel performed a different role:
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Creators supported discovery and credibility.
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Experiential activity reduced hesitation through direct product interaction.
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Retail and marketplace visibility supported convenient purchase.
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Digital retargeting reconnected with interested customers.
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The website provided the most complete brand story and supported long-term customer relationships.
RESULTS
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3.2× return on advertising spend
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30% reduction in customer-acquisition cost
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70% of the marketing budget allocated to Meta
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Consistent positioning across creator, digital, retail and marketplace touchpoints