Social Media

I know social media like a pro—think of me as the digital maestro of likes and shares! From cracking algorithms to crafting catchy content, I've got the secret sauce to make your feed pop. Let's turn followers into fans and have a blast doing it!

Skill Showcase Project

As a fresher, I may not have work experience to showcase my skills, but don't worry, I've got an idea. I created an imaginary brand called HeyDay with no customers, no brand awareness, and no recognition. My challenge? To generate new customers and build brand awareness in Kuwait within just 2 to 3 days. This project will demonstrate my ability to quickly develop and execute effective digital marketing and social media strategies from scratch.

HeyDay

Introducing

Heyday, the ultimate energy and hydration drink for sports, gym, and fitness lovers. Packed with essential electrolytes, natural caffeine, and antioxidants, Heyday fuels your workouts, boosts endurance, and speeds recovery. Our delicious, refreshing flavors keep you energized and hydrated, helping you reach your peak performance. Elevate your fitness journey with Heyday—where every sip propels you to greatness!

Ingredients

•100mg caffeine

•300mg electrolytes

•No Sugar

•Vegan

Persona

Persona 1: Fitness Enthusiast Ali

Persona 2: College Student Ayesha

What's My Goal?

Goal: Increase website traffic to HeyDay's site through targeted Instagram, Facebook and TikTok.

I aim to increase website traffic for HeyDay's site using targeted Instagram, TikTok and Facebook platforms. Social media is an excellent medium for raising brand awareness. Since HeyDay is a new brand with zero customers and no recognition, my goal is to attract 100 visitors to the website within 2 days.

Why Instagram, Facebook & TikTok Ads?

Target Audience

Instagram & TikTok: Both platforms attract a younger audience, particularly those aged 18-37, which aligns well with Heyday's target demographic of fitness enthusiasts and active individuals.

TikTok and Instagram are popular among young people; they offer engaging visual content and effective advertising solutions that drive awareness and engagement for Heyday's products.

Facebook: The largest social media platform with over 2.8 billion monthly active users, spanning a wide range of demographics. That can include older fitness enthusiasts and active individuals as well.

SMART Breakdown:

Implementation:

Instagram Ads

Ad Type:

• Stories: 3$

• Reels: 4$

My Plan is to run ads on Instagram, Facebook & TikTok and check which platform perform better and have higher click rate for now i have planned to use 6.52$ on TikTok, 7$ on Instagram & 7$ on Facebook

Total Budget: 20.61$

Used: 20.52$

Budget Left: 0.09$

TikTok Ads

Ad Type:

• In-feed ads 6.52$

Facebook Ads

Ad Type:

• Reels: 3$

• Feed Post: 4$

Content: Create engaging short videos with clear CTAs like "Swipe Up to Shop Now" or "Learn More".

Budget Planning

Target Interest, Demographic & Behaviors

1. Fitness and Wellness: People interested in fitness, workouts, yoga, and overall wellness.

2. Sports: Fans of sports like running, cycling, basketball, soccer, and more.

3. Healthy Living: Those interested in health food, hydration, and nutritional supplements.

4. Gym Enthusiasts: Individuals who follow gyms, personal trainers, and workout routines.

Interests

Demographics

1. Age: 18-37 years old.

2. Gender: Male & Female

3. Location: Kuwait

Behaviors:

1. Fitness Activities: Engaged in activities like running, gym workouts, and sports.

2. Purchase Behavior: People who have shown an interest in buying fitness-related products or energy drinks.

HeyDay Ad

I created a simple ad in various sizes to introduce a new drink in Kuwait, aiming to raise awareness among potential customers.

9:16 Size For

In-Feed Ad For TikTok

Stories/Reel For Instagram

1:1 Size For

Feed-Post For Facebook

Now it's time to run and test the ads to see which ones are worth spending more money on and determine what changes need to be made.

What happens when someone clicks on the ad?

As I mentioned earlier, HeyDay is an imaginary company with no actual products to sell. So, how will we know if the campaign really works? Don't worry, I have an idea for that. I've created a dummy website for HeyDay to test the effectiveness of our campaign.

How will we know if they bought it or just window-shopped online like I do?

Now, I know not everything is possible, but here's the plan: when anyone clicks on the "Buy Now" button, they'll see a message that says "Product is Out of Stock." Then, we'll use Google Analytics to see how many people viewed that "Out of Stock" page. This way, we can figure out how many people were interested and tried to buy the product. How's that for a clever workaround?

It's time for the big reveal! (Day 1)

On 1st day we spend 8.53$ out of 20.61$

TikTok: We spend 3.26$ from 6.52$

Which got us

• Views: 5,275

• Cost Per Click: 0.072$

• Link Clicks: 45

• Profile View: 76

• Follower: 1

• Like: 20

Instagram: We spend 1.76$ from 7$

Story

• Reach: 360

• CPC: 0.33$

• Link Clicks: 3

• Profile View: 360

• Follower: 1

• Like: 0

Facebook: We spend 3.51$ from 7$

Reel

• Reach: 124

• CPC: 0.257$

• Link Clicks: 3

• Profile View: 124

• Follower: 1

• Like: 0

Post

• Reach: 2,286

• CPC: 0.04$

• Link Clicks: 63

• Profile View: 120

• Follower: 0

• Like: 1

Reel

• Reach: 1,173

• CPC: 0.05$

• Link Clicks: 33

• Profile View: 120

• Follower: 0

• Like: 0

So from the results of the first day, it seems like Instagram isn't the best place to spend our budget, especially since our budget is already limited. Therefore, I've decided to stop ads on Instagram and reallocate the remaining amount of $5.24 to Facebook and TikTok, as these platforms are performing better for us.

I'll first create a new ad showcasing product details and offering a coupon code for free shipping. Afterward, I'll allocate the remaining budget from Instagram to promote this new ad.

New Ad

I've crafted an ad that details our product features and includes a customer coupon code for free shipping to encourage purchases.

9:16 Size For

In-Feed Ad For TikTok

Reel For Facebook

• I will promote this ad on TikTok In-Feed Ads with a budget of $3.24 and allocate an additional $0.02 from our remaining budget to round it off in KWD. (2KWD)

• Facebook Reel, I'll allocate a budget of $2

We now have two types of ads: the Old ad, which we started first, and the New ad, created with the remaining Instagram budget.

• Old ad on TikTok (In-Feed Ad) Campaign 1

• Old ad on Facebook (Post/Reel) Campaign 1

• New ad on TikTok (In-Feed Ad) Campaign 2

• New ad on Facebook (Reel) Campaign 2

TikTok: We spend 100% (6.52$) and 100% (5.24$)

It's time to unveil the results! (Day 2)

Here are the final results from Day 1 and Day 2. All campaigns are now complete.

First Ad (Old Ad) Campaign 1

With the first campaign, I gained a better understanding of our audience insights.

These insights provide me with detailed information on various demographics, interests, and behaviors, which will help me refine and optimize my 2nd ad campaigns.

Second Ad (New Ad) Campaign 2

After analyzing the first campaign's data, I made some changes to my second campaign. And guess what? With a lower budget of $5.24 (compared to the first campaign's $6.52), it performed way better than the first one!

CPC (Campaign 1): 0.072

CPC (Campaign 2): 0.005

129.89% increase

in Link Click

We spend 100% amount of first campaign (7$) and 100% amount of second campaign (2$)

First Ad (Old Ad) Campaign 1

Facebook

Facebook Post

These ad was shown on three different places Mobile Feed, Native, and Messager Inbox

Age

Placements

Locations

Facebook Reel

This ad was also shown on three different places Mobile Feed, Native, and Messager Inbox

Age

Placements

Locations

Second Ad (New Ad)

Facebook Post

These ad was shown on three different places Mobile Feed, Native, and Messager Inbox and the budget was 2$

Age

Placements

Locations

And here we are at the end of our campaign! The results are in, and it’s clear that TikTok is the top platform for promoting HeyDay drinks. With a growth percentage 38.65% higher than Facebook, TikTok proved to be the superstar of our advertising efforts. So, for future campaigns, especially with a limited budget, TikTok will be the best place to invest and get the most bang for our buck. Cheers to more successful campaigns ahead!

Now, let’s see how many people actually bought our product!

As of now, we've received 500 link clicks from all our campaigns combined

• TikTok: 287

• Facebook: 207

• Instagram: 6

We set our sights on 100 clicks, but we've smashed that goal with 500—a whopping 400% increase! Now, let's dive into Google Analytics to see how many people tried to buy our product. Remember, those visiting our 'Out-Of-Stock' page count as potential purchases!

Data From Google Analytics

So from the data, it's clear that 537 people visited the HeyDay page—500 from paid ads and 37 from organic clicks on TikTok. Out of these visitors, 109 landed on the "Out of Stock" page when attempting to buy the product, even though it doesn't actually exist, hence the "Out of Stock" message. If we assume all 109 intended to purchase the product, then...

Before diving into profit calculations, let's delve into a few details about the product.

• Production Cost: 0.60$ Per Can (For 4 Pack It will be 2.4$)

• Packaging For 4 Can Cardboard box: $0.20

• Shipping

Total Cost For 4 Pack is 2.6$. We r selling it for 2.295KWD (7.48$)

Cost of Product

Return on Investment (ROI):

But?

Return on Investment (ROI):

Now, let's calculate the ROI. If 55 people had puchase our product.

• Net Profit: 247.87$

• Total Investment: 143$ (Production Cost), 20.61$ (Advertisement Cost) = 163.61$

Our ROI is 151.50%, which means for every dollar invested in expenses, we earned approximately $1.51 in net profit.

Since our product isn't real, we can't track actual sales to real customers, making it challenging to determine the real conversion rate. This project was designed to showcase my skills in real-world marketing using authentic tools and strategies.

Our initial goal was to achieve 100 link clicks within 2 days with a modest budget of $20.61. As a brand-new entity with zero customers and no brand recognition, this target was ambitious. However, we exceeded expectations by obtaining 500 link clicks—an impressive 400% increase over our goal. Out of these, 109 people clicked on the "Buy Now" button.

If we assume all 109 clicks represented actual purchases, our net profit would be $511.47, resulting in an ROI of 168.19%. However, using a typical conversion rate of 50% to 70%, we can estimate that between 55 and 76 people might have purchased the product after adding it to their cart.

Let's assume a conservative conversion rate of 50%. This would mean 55 potential purchases, yielding a net profit of $247.87 and an ROI of 151.50%.

While determining the real conversion rate is difficult due to the absence of a tangible product, this project effectively demonstrates my ability to plan, execute, and analyze a marketing campaign with real budgets and real audience engagement. Thank you for considering my work.

Conclusion

• Net Profit: 511.47$

• Total Investment: 283.4$ (Production Cost), 20.61$ (Advertisement Cost) = 304.01$

Now, let's calculate the ROI to evaluate the success of our campaign.

Our ROI is 168.19%, which means for every dollar invested in expenses, we earned approximately $1.68 in net profit.

So the campaign is a success! We earned $511.47 (156.90 KWD) after spending $20.61 (6.32 KWD) on advertisements.

Of course, not all 109 people would have bought the product. Some might have been just window shopping or added items to their cart and abandoned it. Assuming a typical conversion rate from cart to purchase (which can vary but is often it is around 50% to 70%)

• At a 50% conversion rate: 109 x 0.50 = 54.5 people might purchase.

• At a 70% conversion rate: 109 x 0.70 = 76.3 people might purchase.

Based on these estimates, we might expect approximately 55 to 76 people to purchase the energy drink after adding it to their cart

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