Social + Paid Ads
Social Media is the epicenter for reaching consumers and social media campaigns + paid ads are invaluable for giving brands the highest visibility at the quickest speed.
With adwoa beauty, I conducted a TikTok campaign in which the hero product, the baomint deep treatment, was seeded to 196 influencers to showcase their hair transformation experience with the product. The campaign resulted in an engagement rate of 4.17%, 199,173 impressions, and 15,307 interactions.
This campaign also led one influencer to create an additional video about the hair growth she had experienced using the product. The video went viral and we seized the momentum to boost it as a paid ad on TikTok, resulting in a total of 7.3 million views, 36.7k shares, a 54.1% increase in brand followers, and a 545% increase in monthly revenue on Amazon.
Assets + Additional projects available by request.
Email + SMS Marketing
Email and SMS are an indispensable channel for nurturing intimate relationships with target audiences and acquiring new customers. They allow you to hone your message to segmented audiences and give specific, measurable results. They also yield the best ROI. We have used email to send automated campaigns, talk to global audiences, and encourage word-of-mouth sharing about our email-exclusive promotions.
With adwoa beauty, I launched an email campaign for a product launch in the brand's newest, melonberry collection. The campaign took a multi-stage approach of introducing the product and its main function, giving detailed product usage instructions, and showing strong before and afters. The campaign resulted in a 63% open rate and 4.27% CTR to its site.
By continuing to apply data-driven insights, adwoa beauty’s average email open rate has risen from 48.3% in 2023 to 61.8% in 2024. The average CTR has increased from .089% in 2023 to 1.07% in 2024.
Assets + Additional projects available by request.
Branding
Showcasing a consistent visual aesthetic and tone of voice across all platforms ensures a distinct brand identity is telegraphed to consumers. This supports recognizability and creates trust and familiarity.
Working with adwoa beauty from its earliest days, I have been able to have a leading hand in conceptualizing and refining brand imagery and messaging. simplicity, modernity, and transparency are the key hallmarks of adwoa beauty.
Brand ID + Core Pillars deck available by request
OOH
With its ability to reach people on the go, Out-Of-Home marketing complements digital campaigns by providing constant, unavoidable reminders of a brand’s presence. Particularly impactful in high-traffic areas, their eye-catching visuals and strategic placements help to engage potential customers and drive them toward taking action.
Featuring captivating images of newly launched products and diverse models, adwoa beauty partnered with OUTFRONT and Seen Media to utilize highly visible and trafficked urban spaces and display 3 billboards, 63 wild postings, and 500 subway car postings, resulting in a 56% uptick in sales at our partnering Sephora retailer.
UX/UI for WEBSITE
User experience and interface can make or break immersion into a brand. When the interface is seamless with the brand’s identity, trust is built between the brand and consumer, SEO is heightened and conversions are maximized.
A site redesign in 2023 was implemented to improve navigation and content display for both web and mobile. The redesign led to a 39% increase in direct mobile traffic and a 46% increase in direct traffic overall.
I also worked with the brand to build a branded/personalized Amazon store to support product understanding and maximize conversions.
Event + Retail Education/Management
Eventing is indispensable in marketing for relationship-building with consumers as the quickest way to build a robust connection. It gives the ability to provide more tangible experiences and receive real-time feedback.
As part of Sephora’s Black-Owned Brands campaign, adwoa beauty conducted a national in-store event campaign across 83 Sephora stores in the United States. The campaign allowed consumers to receive unique goodie bags with branded merchandise, real-time brand education, and additional gifts with purchase. The campaign led to a +500% increase in in-store sales between digital and brick-and-mortar channels as well as a +200% increase in site traffic.
