Calla & Ivy Digital Marketing Campaign Report

Project Overview:

For my capstone project in the Meta Social Media Marketing Professional Certificate on Coursera, I conducted a deep-dive analysis of a digital campaign for Calla & Ivy, a floral e-commerce brand. My primary objective was to evaluate the campaign's effectiveness in generating awareness, increasing website traffic, and promoting online bouquet sales for the brand's fall collection. I was provided with campaign data to produce a detailed report, which you can view in my Google Slides presentation.

The Challenge & The Winning Strategy:

The campaign aimed to increase online bouquet sales by 10%. A key component was a strategic A/B test between two creative assets: one offering "10% off" and another offering "Free shipping". The results were conclusive: the "Free shipping" ad significantly outperformed its counterpart. For approximately the same cost, it was 83% lower in CPR (Cost Per Result), achieved a 266% higher CTR (Click-Through Rate), and secured a 148% higher Reach and 69% higher Impressions. This A/B test provided a clear, data-backed roadmap for future promotions.

Key Results & Performance Metrics:

The campaign, which ran from November 6 to December 20, demonstrated strong overall performance:

Reach: 2,224,012 users

Impressions: 3,139,573

Link Clicks: 40,350

Revenue: $32,280

ROAS (Return on Ad Spend): 11.4

ROI (Return on Investment): 1.16

The positive ROI indicates that for every dollar invested, the campaign generated a profit of $1.16 after accounting for advertising and production costs.

Conclusion & Future Plans:

The Fall Bouquet campaign successfully generated significant website traffic, with over 40,350 link clicks, and drove 807 purchases. My report concluded with a strategic plan for the brand's next steps, including:

Leveraging the Winning Offer: Prioritizing "Free Shipping" in all future promotions.

Optimizing for Sales: Shifting future campaign objectives from solely traffic generation to direct sales conversions.

Refining Targeting: Continuously analyzing purchase data to optimize the core audience (women, 24-55, Northern Holland) and exploring new channels like Pinterest or Google Shopping Ads.

This project showcased my ability to transform raw data into a clear narrative of success and to provide actionable, data-driven recommendations for a business's growth.

you can check out my presentation file at :Calla & Ivy Campaign Report Presentation