GlowWell Naturals
A CAPSTONE PROJECT — Made with COOP Careers
Synopsis
Built a data-driven, full-funnel campaign strategy to scale a wellness brand’s national launch.
My Role
Creative Strategy, Leadership, Quality Assurance, Data Analytics, Performance Reporting, Insights
Tools
Microsoft Excel, Google Sheets, Canva
Description
As the Creative Strategist, I led the development of the campaign’s overarching theme, visual direction, and ad concepts, ensuring all creative aligned with GlowWell Naturals’ brand identity and audience insights. I designed and executed ad creatives across key product categories, blending storytelling with performance-driven messaging to support both engagement and conversion goals. Our team took initiative early on by volunteering to present first—and ultimately set the standard for the cohort. We were recognized for delivering one of the strongest presentations, with standout visuals, cohesive branding, and a clear, compelling narrative that effectively translated data into strategy.
Data Analysis & Performance Insights
Our strategy was grounded in a comprehensive analysis of 90 days of campaign data using Excel. We leveraged pivot tables, VLOOKUP/XLOOKUP, and data visualization to clean, organize, and interpret performance across channels, devices, audience segments, and regions. By evaluating key metrics such as CTR, CPA, impressions, and conversions against benchmark goals, we identified high-performing channels like Search, which exceeded CTR expectations, and uncovered optimization opportunities across Display and Paid Social . These insights informed a data-driven media plan, creative refinements, and geo-targeting recommendations, ensuring our final strategy was both analytical and actionable.