This is a project I completed for a Digital Marketing course. Nöz is a fictional B2C eco-friendly nose sunscreen brand. I developed an ecommerce website using Shopify and implemented brand guidelines to create on-brand creative and copy.
The Challenge:
How might Nöz appeal to parents who want to reduce their carbon footprint?
My Role
Digital Marketer
Social Media Campaigns, Content Creation, Content Marketing
Tools:
Shopify, Canva, Google Keyword Planner, Meta Ads Manager, Sprout Social, Insense Influencer Platform
As with all my projects, I started with the end user in mind. In this case, it was customers like Mary the Mom. Nöz helps customers like Mary the Mom save time and energy finding eco-friendly sunscreen that kids will enjoy.
Once I had a better understanding of my target audience, I crafted a value proposition: Being an environmentally-friendly parent shouldn’t be so hard. Nöz’s colorful eco-friendly sunscreen helps busy parents who want products that are safe for their kids and the planet.
With this in mind, I started putting together the landing page. The header image text provides an overview of what Nöz offers to customers like Mary the Mom. As customers scroll down the homepage, they learn more details about the product such as the sunscreen formula. Customers at this point are aware and considering Nöz, and can continue to make a purchase.
Nöz tries to leverage a full palette of dark and light colors when possible. I used colors that I felt conveyed their fun & playful products, and that people could also associate with the earth: such as blue skies and oceans, sunny yellow skies, and pink flowers or shells.
I chose imagery that could appeal to customers like Mary the Mom. This candid image of a mom with her two teenage daughters laughing in a sunflower field exemplifies Nöz’s fun and optimistic brand attributes, making it a perfect choice for the landing page.
Another aspect of this project was optimizing website copy to improve SEO. This required conducting keyword research, which informed the meta tags and meta titles I used.
I also leveraged tools like Canva, Meta Ads Manager, and Sprout Social to design and program ad creative.
One of the key things I learned while working on this project is that digital marketing is both an art and a science. I enjoyed leveraging my creativity to develop copy and creative, as well as building my site in Shopify. However, design is only one part of the equation. It’s equally important to understand your target customer’s behavior and motivations, and use keywords that are more likely to increase your website’s search engine ranking.