Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
"A Merry & Fragrant Christmas" (Concept Campaign)
Data
November 2025
Note
This is an academic concept project developed for the Digital Marketing program at Fanshawe College. I am not affiliated with Bath & Body Works.
Strategic Planning & Objectives
The campaign was built on SMART goals, aiming to increase social media reach by 25% and generate 2,000 link clicks within a 24-day period. Key performance indicators (KPIs) were established to measure awareness, engagement, and conversion across Meta platforms.
Target Persona: "Sophie Martin"
I developed a detailed persona named Sophie, a 32-year-old Marketing Coordinator from Ontario. By identifying her motivations, such as creating a cozy home environment, and her frustrations with generic gifting, I tailored the campaign messaging to offer meaningful, fragrant solutions.
Execution & Multi-Channel Content
- Content Strategy: Designed a 15-day posting schedule that alternated between Instagram and Facebook to balance brand inspiration with sales conversion.
- Creative Assets: Created high-quality visual content, including static posts and an Instagram Reel, using Adobe Express to maintain brand consistency.
- Copywriting: Crafted engaging captions with an emotional appeal: "Because a happy Christmas should smell as good as it feels".
- Ad Management: Set up detailed audience controls within Meta Ads Manager, targeting women aged 25–45 in Ontario with interests in home fragrance and self-care.
Key Skills Demonstrated
- Campaign Management: From persona mapping to KPI tracking.
- Social Media Design: Proficiency in creating platform-specific assets (Reels, Carousels, Stories).
- Analytical Thinking: Monitoring content performance to guide future strategic adjustments.
Developed as a comprehensive digital marketing project at Fanshawe College, this strategic social media campaign was designed for Bath & Body Works to celebrate the holiday season. The core objective was to create an emotional connection with consumers through the power of scent, focusing on self-care, warmth, and generosity during Christmas.
