Brand Awareness Instagram Ad Campaign
Habitat Restore
Social Media & Project Manager
I led the social media and marketing strategy for Habitat Restore, a nonprofit with limited resources, to increase brand awareness and engagement.
Results
My strategic approach led to a 15% increase in CTR and a LinkedIn follower growth from 100 to 600 through consistent content creation and engagement. By leveraging A/B testing, I identified the most effective posts, allowing us to optimize ad spend and maximize reach while staying within budget. The combination of storytelling campaigns, SEM efforts, and targeted content strategies not only improved audience engagement but also helped Habitat Restore connect with its core customer base, ultimately driving more awareness and potential conversions.
Challenge
Habitat Restore faced significant marketing challenges due to a limited $3,500 budget, an underutilized social media presence, and declining e-commerce sales post-pandemic. Their LinkedIn had only 100 followers, with minimal engagement on posts, making it difficult to build brand awareness. Additionally, while donors contributed high-end furniture, the premium pricing reduced sales, creating a disconnect between product affordability and target customers. Despite having strong website traffic, their conversion rate remained low, highlighting the need for a strategic marketing approach to rebuild engagement and drive sales.
To address these challenges, I implemented a strategic mix of organic content and paid SEM campaigns to enhance brand awareness, engagement, and conversions. I developed detailed customer personas, identifying key buyers as treasure hunters, DIY enthusiasts, builders, contractors, and bargain hunters, primarily women aged 25-55. My strategy focused on upper-funnel marketing, creating compelling Instagram videos and storytelling content to showcase Habitat Restore’s impact on low-income families. By posting three times a week, I aimed to boost engagement, increase CTR, and build a stronger online presence.