Nöz
Overview
#marketing #social media #e-commerce
A digital marketing portfolio for Nöz, a fictional nose sunscreen brand, including not only marketing campaigns but also Shopify setup, completed on 7/23/2023.
Target Customer
Frances the Fashionista
Nöz can help Frances find unique products to express herself, including her style, personality, etc. Meanwhile, she can contribute to environmental sustainability with reef-safe, vegan, and cruelty-free Nöz nose sunscreen.
Value Proposition
Unleash your sustainable fashion potential with Nöz sunscreen, empowering you to express your unique style with fun Nöz colors and love for all noses. With reef-safe, vegan, and cruelty-free SPF formulas, Nöz does not compromise with the environment.
Color Palette
Shopify Website
Frances the Fashionista celebrates her playful personality with colors, and Nöz is an environmental-friendly brand. Therefore, among all the Nöz colors, I made a combination with the colorful ones, especially green and yellow, to emphasize senses of liveliness and nature.
Brand Visualization
Shopify Landing Page
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I shortened the value proposition and emphasize “style” and “sustainability” in the headline of the homepage.
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I chose a background image that celebrated uniqueness (D&I) and the love of nose. It also has a large solid-color space to make the headline and the CTA button visible, and the eye positions of the heroes hint customers to look at the headline and the CTA button.
Brand Visualization
Shopify Homepage
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I set the Custom HTML and the title of the Featured Product green to make it feel more relevant to nature and environment.
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I set the badges blue to express trustworthiness.
Search Engine Optimization
Keyword Research
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5 keywords
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reef safe sunscreen
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best spf for face
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sunblock on nose
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eco friendly sunscreen
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cool sunscreen
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These 5 keywords have relatively larger searching volumes and are trending up. Some of them are specific to Nöz, such as “reef safe”, “on nose”, “eco friendly”, and “cool”.
Search Engine Optimization
Meta Tags
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A site’s meta title is important because it tells customers what the site sells. The site is more likely to show up in customers’ search result and even more up in the search result list if the meta title has more broad, relevant, and trending keywords.
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1-2 keywords from the 5 keywords
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reef safe sunscreen
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best spf for face
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A/B Testing
(with Google Optimize)
The yellow color of the CTA button may be too bright and too abrupt compared to the rest of the information on the homepage, and the conversion rate may increase if the color of the CTA button is improved.
Promos & Offers
There is an announcement bar and a headline of the promo on the homepage.
Emails
Confirmational Email
Promotional Email
Cart Abandonment Email
Content Pillars
(with Sprout Social)
Social Media Posts
on Instagram
Select User Generated Content
Design Post
Organic Social Analysis
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Recommendations:
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Increase engagement rate by setting up some UGC photography contest.
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Increase sale by adding clear CTA buttons/links to each of our posts.
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Campaign Brief
Nöz Goes Global
Project Overview:
Nöz is expanding its business overseas starting with the awesome city of London in the United Kingdom. The goal of our campaign is to drive sales of our products in this new market. We’re also hoping to learn what types of messages and creative work best here so we can then expand our efforts in the UK and beyond.
Target Audience:
Influencer Marketing:
Paid Social
Influencer Marketing
She is a fashion stylist based in London. Many of her posts are outdoors and at sunny places, and based on the research, the UK target audiences (e.g. Linda the Londoner) are more likely to use sunscreen when they travel.
She is based in London and is focused on fashion, lifestyle, and travel. She has featured some sunny outdoor travel posts as well as some beauty & skincare posts, which sunscreen can be related to.
She is a mother and has featured many posts with kids, while Linda the Londoner is also a mother whose kid refuses to put on sunscreen. Many of her pictures, including the sunny outdoor beach ones, were taken at Portstewart, Northern Ireland, and I feel most of her pictures have a gray filter that resembles the weather in London.
I would select micro influencers because Nöz is a young brand and the budget is $240, which may only be able to afford micro influencers. Moreover, micro influencers may have a small but engaged audience, which can allow Nöz more likely to reach the target customers in UK that are interested in eco-friendly sunscreen.
Paid Social
(with Meta Ads)
Traffic Campaign
Conversion Campaign
Headline: UK-Made Sun Protection
Primary text: Going on holiday soon? Make sure you have Noz sunscreen! 100% vegan, cruelty-free, and environmentally-friendly. Keep your skin happy and healthy while you travel.
CTA: Learn more
Headline: Sun Protection for Any Trip
Primary text: Traveling to a sunny destination? Don't forget your Noz sunscreen! Affordable, TSA-friendly, and earth-friendly. Protect your skin without the hassle.
CTA: Shop now
Paid Social Analysis
I would pause the campaign because only CPM is lower than the benchmark. The campaign’s objective, website traffic, measured by CPC, is a bit higher than the benchmark, and the CPA is a lot higher than the benchmark, meaning the campaign is spending too much on CPA. The campaign may be paused and improved with a clearer CTA to generate more clicks and conversions.
Paid Search
Key Words
