As the leader of the Narberth Bookshop digital marketing campaign, I spearheaded a successful Black Friday campaign in collaboration with my teammate. We designed the posters on Canva and implemented the digital advertising campaigns on Instagram, ensuring alignment with client business objectives. Utilizing the CPM method, we enhanced brand visibility and engaged a younger demographic with holiday-themed advertisements. Continuous communication with clients allowed us to refine advertising strategies and creative concepts. Through data visualization techniques, we analyzed campaign performance to identify optimal target audiences and promotional channels, significantly boosting the bookshop's visibility and sales.

Set the Goals

The goals of the Narberth Bookshop Campaign are to focus on increasing brand awareness, attracting a younger audience, and driving in-store sales.

Campaign Execution

We utilized Instagram to target younger demographics, posting our advertisement during the Black Friday season with a limited budget of $100.

Key Performance Indicators (KPIs)

Our KPIs are to increase ad impressions and ad engagement.

Result

• Achieved 27,151 impressions within a six-day digital campaign in a challenging market with budget constraints.

• Drove a 500% rise in new profile visits through the effective execution of strategic promotional campaigns targeting undiscovered demographics.

• Grew social media followers by 350%, reflecting strong content engagement and brand visibility.

Recommendations for Improvement

• Budget Allocation: We didn't use the entire budget for this campaign, spending $85.28 instead of $100, which indicates potential inefficiencies in the bidding process or competition during Black Friday.

• Performance Metrics: The campaign generated impressions and engagement, but the ROI was negative, highlighting the need for a more effective strategy to convert engagement into sales. For instance, using interactive content to increase engagement can help convert that engagement into sales and ultimately improve ROI.

Black Friday Advertisement

This is the Black Friday ad design. We used a picture taken from Narberth Bookshop as the ad background and featured the top two recommended books from the owner.

Short Video

This is a short video that we posted before launching the Black Friday ad. The purpose of this video was to engage with our audience by offering a preview of the recommended books. These books invite readers on a reflective journey, perfect for those seeking both intellectual and spiritual growth. By sharing this content, we aimed to build anticipation and connection with our followers ahead of the holiday season.

Book Recommendation Ad-1

Prior to launching our Black Friday campaign, we engaged our audience by sharing the book recommendation ad designed to captivate and connect with younger demographics. The first feature in our series is the well-received novel Never Let Me Go by Kazuo Ishiguro.

Book Recommendation Ad-2

The second featured book is Go-To Dinners by Ina Garten. This cookbook offers practical, flavorful recipes that are perfect for busy weeknights, helping readers prepare satisfying meals with ease. It's an essential addition for anyone looking to simplify their dinner routine while maintaining delicious results.

Book Recommendation Ad-3

The third one is Circe by Madeline Miller. This modern retelling of the Greek mythological tale captivates readers with its rich storytelling and compelling exploration of the powerful and enigmatic witch Circe. Circe is a must-read for anyone interested in mythology, history, and the timeless struggle for identity and independence.

Book Recommendation Ad-4

The fourth feature in our book recommendation series is Babel by R.F. Kuang. This novel offers a compelling blend of historical fiction, fantasy, and social commentary, set against the backdrop of 19th-century Oxford. Babel is an intricate tale that explores themes of language, power, and the consequences of imperialism, making it a thought-provoking read for those interested in complex narratives and critical reflections on history.

Book Recommendation Ad-5

The fifth book in our recommendation series is And There Was Light by Jon Meacham. This biography offers an in-depth exploration of Abraham Lincoln’s life and legacy, focusing on his leadership during the most tumultuous period in American history. Meacham masterfully examines Lincoln’s moral and political evolution, making this book a must-read for those interested in history, leadership, and the enduring principles of democracy.

Book Recommendation Ad-6

The last book recommendation in our series is Our America by Ken Burns. This visually stunning work offers a powerful photographic history of the United States, capturing the nation's complexities, triumphs, and struggles through the lens of some of the most iconic images in American history. Our America is an essential read for those interested in understanding the nation's past through the art of photography.

Picture posted on Instagram

These images, shared on our Instagram account, showcase the inviting and cozy reading environment of our Narberth Bookshop. The pictures capture owner's thoughtfully arranged book displays, serene reading spaces, and the overall ambiance that makes our store a perfect spot for book lovers. Through these posts, we aim to highlight the unique atmosphere of our bookshop and encourage our audience to experience it firsthand.