Aromatic Sensin
The e-commerce brand I created to share incense for its stress-relief benefits
The core of my content strategy was to create content that blended naturally into users' social media feeds, rather than standing out as an advertisement. This was because I wanted my target audience to genuinely relate to me and the solution I found to our common pain points.
Another part of my strategy was scheduling campaigns to run only at night.
I wanted to position my content when my target audience was naturally experiencing the problem my product solved, while ensuring it blended into the type of content they were already consuming. It also helped maximize my limited advertising budget by avoiding spending on impressions that were less likely to convert.
Study Angle
Created for students studying late at night, when many naturally drift between studying and scrolling social media.
My goal was to position incense as a tool to help your brain associate the scents with focus, making it easier to get in the zone and have higher quality study sessions.
Sleep Angle
Inspired by the 'which bed are you sleeping the hardest in' trend from TikTok back in the Covid lockdown, I used a popular relaxing sound and visually satisfying shots of the incense to emulate the aesthetic content you'd naturally find late at night when you should be sleeping.
Metrics
During one campaign, I noticed an unusual disconnect between ad performance and conversion rates.
The campaign achieved 1.2 million impressions, reached 966,000 people, and drove 4,000 unique website visits at an average cost of $0.00808 per click, yet resulted in only one purchase.
Comparing these metrics against typical ecommerce conversion behavior, it indicated the website was the bottleneck.
I paused the campaign and made changes to the website that optimized for reduced friction in the shopping experience. When I unpaused the campaign, it performed much better!
This experience was great exposure to analyzing the entire marketing funnel and customer journey. Up to that point, I had been focusing my attention solely on the ad creatives. I learned strong advertisements cannot compensate for a poor website experience, and diagnosing where a bottleneck exists, and how to fix it, is equally as important as generating traffic.
