The mission was to design and execute a strategy for visibility and credibility on social media, complemented by website optimisation, to reach a new audience and support the new product line launch.
problem
The new product line needed to build visibility and credibility with an audience it didn't yet know.
The client was launching a new product in a highly competitive market. Although the brand was already established, this product targeted a different audience from the existing customer base and suffered from low awareness. We needed to understand what this new audience expected, identify the right communication channels, and build a coherent strategy that would build trust while increasing online visibility.
approach
I structured the work around research, testing, and continuous iteration.
I began with a benchmarking phase to analyse competing products, their positioning, and the types of content that performed well in the sector. From there, I created detailed personas to better understand the target audience: motivations, barriers, online behaviour, and the search terms they used. This analysis revealed a visibility gap for the website, which led me to bring SEO in as a key lever of the overall strategy. I then designed cross-media communication plans for Facebook and Instagram, while testing different content formats (customer testimonials, doctors' opinions, how-to tutorials) to identify the most engaging messages.
solution
Rolling out a complete digital strategy combining social media, influencer work, and website optimisation.
The approach combined several levers: producing targeted content, working with influencers aligned to the defined personas, and improving the website through keyword research and content rewriting. I worked closely with a graphic designer to produce the visuals — providing the creative concepts and the copy — and ensured the brand message stayed consistent across every channel.
impact
The strategy brought structure to the product's communication and improved its digital visibility.
The client gained a clear, coherent view of their communication, guided by precise personas and a test-and-learn approach. The content became more relevant, the website's visibility improved thanks to SEO optimisation, and the brand strengthened its credibility with its new audience. This structured approach laid solid foundations for future marketing efforts and product development.
