Owala

Written By Tilly Millena

Integrated Marketing Campaigns

September 2024 - December 2024

Integrated marketing campaigns designed for Owala to market the brand and the FreeSip Water Bottle.

Each campaign was presented in a 20-minute pitch to the “client” (professor).

Website Audit

My team and I conducted a website audit for Owala to assess its strengths and opportunities with a goal of optimizing this touchpoint for future digital campaigns.

We assessed the website on both desktop and mobile including:

  • The 5-Second Test to determine the impact of the homepage.

  • Heat Mapping to evaluate the placement of buttons on the mobile site.

  • Responsive Design, Page Load Speed, Navigation, and Hick’s Law to assess UX.

  • Appraise the use of images, videos, colour, and logos in maintaining consistent branding.

We redesigned the homepage (on desktop and mobile) as well as the product page to address opportunities we discovered in our audit:

Key Performance Indicators

To measure the success of this campaign, we chose to monitor:

  • Bounce Rate

  • Average Minutes Spent Per Page

  • Conversion Rate

Each of these metrics would help to evaluate if the overall UX of the website improves on both desktop and mobile.

Inbound Marketing Campaign

We designed an inbound marketing campaign, using direct marketing and targeted ad strategies to attract potential customers and encourage immediate response.

Objectives:

  • To inspire the target to learn more by visiting the landing page during the campaign.

  • To motivate the target to make a purchase during the campaign.

Using secondary research, we identified Owala’s target audience and created a persona:

Further research helped to determine what platforms to place targeted ads to invite the target to learn more about the brand and product. Social media ads on TikTok and Instagram would be most effective against the persona:

To then inform the target about the brand, product, and promotion, we designed a landing page and promotional tactic to encourage conversion:

Key Performance Indicators

To measure the success of this campaign, we chose to monitor:

  • Click-Through-Rate (CTR): to measure the effectiveness of the ads.

  • Conversion Rate: to measure the effectiveness of the landing page and promotional offer.

  • Bounce Rate: to support campaign optimization.

Tilly Millena
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