🔎 Overview
This case study was created to demonstrate my end-to-end expertise as a Web & Email Developer, Brand Designer, and Marketing Strategist. For this mock project, I brought structure, visibility, and conversion strategy to a fictional clean skincare brand, GlowUp by Nature — a brand for women seeking intentional self-care through holistic skincare rituals.
A pivotal piece of the campaign was launching a branded Facebook Group. This added layer helped expand the brand beyond social media algorithms while nurturing deeper community engagement. It also created a space for user-generated content — boosting SEO over time through indexable content and repeated brand interaction.
💬 Client Pain Points
- Website lacked SEO traction or keyword strategy
- No lead magnet or digital product to attract qualified leads
- Heavy reliance on social platforms for growth, with no owned audience list
- No email service provider (ESP) setup for nurture or re-engagement
- No community touchpoint outside of IG/TikTok
- No consistent brand tone or visuals across platforms
✅ Solutions Delivered
- Landing Page & Redirect Page – WordPress + Divi-built, SEO-optimized with embedded form, UTM tags, and redirect behavior tracking
- Free Lead Magnet (7-Day Glow Guide) – Strategically designed and branded digital download, educating while introducing the brand's voice and values
- Branded Email Series (x5) – HTML-coded and visually on-brand with conditional logic and warm/cold segmentation for better personalization
- ESP Strategy – Built a behavior-driven funnel using personalized email experiences that guided users to connect in deeper ways, like joining the Facebook group
- Facebook Group Launch – Created a branded, private community as part of the nurture journey to deepen relationships, increase post-signup interaction, and improve SEO through group engagement and indexable content
- SEO Copy & Content Strategy – Full copy across all assets followed best practices for keyword intent, CTA positioning, and user journey clarity
✨ Why the Lead Magnet Matters
The 7-Day Glow Guide was not just a pretty download — it was a strategy. Educational lead magnets:
- Pull in organic, high-intent visitors through search and social
- Solve a need while subtly positioning product/brand solutions
- Create SEO-rich content for Google to crawl
- Serve as list-builders and trust signals to new users
📬 Why Email Marketing Matters
With the implementation of an ESP and conditional email logic:
- The brand now owns its audience beyond social media
- Behavior tagging allows for deeper segmentation and better follow-up
- The nurture series drives engagement toward owned platforms like the Facebook Group
- Emails contribute to SEO by driving traffic to rich, indexed landing pages
👥 Why the Facebook Group Matters
Creating the GlowUp Insiders Facebook Group achieved multiple goals:
- Offers a consistent, branded engagement space beyond fleeting stories or reels
- Builds authority with both users and search engines through long-form posts and member conversations
- Creates user-generated content that's SEO-friendly
- Encourages product advocacy and trust via social proof
- Supports AEM-style segmentation, remarketing, and personalized journeys
🛠️ My Responsibilities
Logo & Brand Creation
Developed all visual identity and campaign graphics (including Canva-designed email banners)
Landing Page & Redirect Page Dev
Custom built with Divi, inline CSS and tracking form integrations
Email Design & Development
Built in BEE Pro and HTML, responsive across major clients
Marketing & ESP Strategy
Drafted logic, UTM strategy, KPIs and behavior tags to simulate an advanced ESP campaign
Facebook Group Development
Designed group name, brand theme, intro strategy, welcome post, and timing within the user journey
Content Writing & SEO
Wrote all website, email, lead magnet, and Facebook group content
🔗 Live Previews
📈 Relevant to AEM & Web Dev Roles
- Built reusable/styled content modules like banners, layouts, and forms
- Experience in scalable CMS platforms like Divi (AEM-parallel)
- Expert in user segmentation, nurture logic, and tracking behaviors (Adobe Target-aligned)
- Front-end dev with SEO and UX/UI awareness across responsive breakpoints
- Full project execution under tight deadlines — concept, copy, code, and creative by me