My Portfolio

Due to the downward trend, our client and we worked together to achieve the following objectives;

• Increase the No. of Japanese visitors by 5%
• Increase brand awareness using digital marketing
• Conduct competitive analysis and differentiate brand values from competitors
• Focus on the increase of brand awareness and customer engagements through social media platforms

First, we started utilizing platforms the majority of users are millennium. The social media platform is the main platform for our strategy. In order to increase the No. of social media followers, we implemented a participative giveaway campaign. Not only that, but we also cooperated with clients’ vendors (travel agencies) and promoted these campaigns on their websites as well to increase conversion.

1. Launched social media giveaway campaign 

• • Requirements for the participation was following either our official social media accounts of Facebook or Instagram and posting a photo describing what you would like to do in Guam (Gesturing, drawing, or any kind of expressions were accepted) with the designated #hashtag

2. Launched landing page 

3. Collaborated with vendors (travel agencies)

• • Special landing page on travel agency’s website to increase the No. of conversions
  • Travel agencies shared the data of the website traffic – analyzed the data and improved user experience on a landing page

4. Executed social media ads (Facebook, Instagram, Twitter, Youtube), online ads(Google ads, Yahoo prime vision), and LINE ads

5. Monitored all traffic using Google Analytics and Facebook ads manager 

The campaigns had been executed for 7 months and received 50,000 applications.

• Drove the website traffic and increased the No. of followers of all social media platforms 
  • Facebook: 8,000 –>30,000 followers
  • Instagram: 300 –> 8,000 followers
• 3,000 leads of sales to travel agencies’ website
• Increased 5% of stagnating millennia’s market share 

• Increase social media presence by creating social media content strategy and regularly post contents
• Increase engagements with potential customers by creating attractive content, such as blogs, referral programs, testimonials
• Improve brand awareness
• Increase the No. of social media followers

First, I started creating social media contents schedule to enrich social media content. To make content enrich, I started a blog. After I established plentiful social media, I started social media campaigns. Since our target is an organization, I decided to use LinkedIn & Google Ads. 

1. Enrich existing social media accounts (Organic)

• • LinkedIn and Facebook are major social media platforms for BtoB. I post content at least once a week
  • Contents vary (video, infographic, testimonials, blogs, carousel posts)

2. Implemented social media campaigns (PPC)

•  LinkedIn
  • Conducted message ads and conversation ads
  • Narrow down targets by specifying geography, demography, interests, job title, industry, job level, and job experience

Linkedin Organic Result

I posted social media content weekly-basis and the No. of LinkedIn followers increased 1.8 times for 6 months. To see the social media contents I posted, please click here.

According to the benchmark of LinkedIn ROI from FirstPageSage, LinkedIn Organic ROI (3 year average) is 229% and we already passed the half of ROI within 6 months.

Linkedin Ads Result

The campaigns had been executed Linkedin ads for 3 months and recorded the following results;

The Cost per click (CPC) Benchmark on LinkedIn is $5.58 globally. Comparing to the benchmark, our CPC is way lower and this result supports the fact that ads were attracting targets visually and the message resonated with targets.

The Cost per lead (CPL) Benchmark is from $15 to $350. Our CPL was $60.80, below half of the benchmark. For short period, it can be said that our result performed well.

We started promotion by ourselves except to approaching agencies.

• • Increase brand awareness using digital assets
  • Acquire 100 leads for 2 months 
  • Recruit 50 students for 8 months

• Google ads

Executed search and display ads on google ads targeting specific audiences and areas with designated keywords, demography, and behavior. 

• New website

Launched a new website to attract new audiences and convert them to our prospective customers.

• Pop-up

Added pop-up function to the new website to attract website visitors and encourage them to sign up and we collected customers’ information.

• Chatbox

Added a Chatbox function to the new website to engage with potential customers and collect customer’s contact information to keep relationships and approach them from salespeople. 

• Social media accounts (Facebook, Instagram, Twitter)

Posted content regularly to engage with consumers and increase the No. of followers. 

• Quora

Our two top targets were USA and India markets, and those markets were heavy users of Quora, accounting for 70% of Quora’s total users.  So we created our account and regularly posted answers to education questions to increase our brand awareness.

• Google ads
  • 108 leads for 2 months
• Website
  • Avg. 350 visitors per day
• Pop-up
  • Obtained 15% of leads from the total leads
• Social media accounts
  • 150% increase of engagements and No. of followers
• Quora
  • Acquired over 600 views per answer and increased traffic to the website