Unit 2: Marketing Processes and Planning Case Study

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Campaign Overview: Unit 2: Marketing Processes and Planning

• The company’s GoldenGlow campaign is for existing Ocado UK customers only and brings them a premium detangling hairbrush.
• The brush aims to integrate function and luxury to boost self-care routines, targeting women aged 25–45 who care about quality and convenience (UK, 2024).
• The aim is to make the product visually drive a digital campaign that will improve brand engagement and repeat purchase.

Our SMART objectives are to raise product awareness by 30% in 3 months, 10,000 product views, and 5% conversion rate from Ocado’s platform. The campaign will blend lifestyle imagery with strong call to actions using digital channels such as Instagram, email and soon Ocado’s online store banners. Ocado’s strategy is affordable, scalable and perfectly suited to the Ocado way of listening to customers.

Brand Name + Concept

• GoldenGlow is a brush of luxurious luxury in the routine of everyday life.
• The evokes values of elegance, warmth, and self-care. It targets health-conscious, time-pressed women who shop with Ocado (Sahimaa et al., 2023).
• Brand messaging will focus on confidence, convenience, and quality—“because every day deserves a golden moment.”

The brush aims to prove its worth as a functional detangler and pampering product, fitting within the wellness and beauty boom in the UK. The idea is to make GoldenGlow an affordable luxury for time-crunched, busy professionals, mothers, and those who want to look their best.

Assignment samples are offered to assist students in understanding coursework structure and key learning outcomes. Our UK assignment help emphasizes ethical learning support and original work. Unit 2: Marketing Processes and Planning Assignment Sample explores business ethics, legal frameworks, and reflective practices. These materials are intended solely as study aids and reference guides.

Marketing Objectives (SMART)

Our performance and brand building objectives are specific. Digital platforms help increase awareness by putting it in front of customer base loyal to Ocado. Instagram with its beauty and wellness influence helps us interact on scale. Based on previous Ocado campaign data, a 5% conversion target from 10,000 views is reasonable. We will add influencer stories, product tutorials and customer testimonials to drive deeper engagement. Ocado has data-driven marketing both via personalised retargeting emails and the 10% goal of repeat purchase.

Media Budget Overview

Assumed Total Budget: £10,000 (for a 3-month campaign)

Total: £10,000

With our £10,000 budget, we were careful to spend it across multiple channels to achieve the most significant impact and to reach Ocado’s customer base effectively. We focus on discussions with Instagram as that space, while being in the beauty and lifestyle space, lending itself to story ads and carousel posts. Microinfluencers are the most credible influencers due to their high engagement. Furthermore, email marketing can be a cheap way to reach out more personally and promote loyalty.

Channel Selection

Among a balanced mix of owned, paid and earned media channels, it has been chosen. The targeted ad features and organic reach on Instagram build desire for Golden Glow. Email is useful in that we can use Ocados CRM system to market exclusive offers to past customers. Ocado banners provide excellent visibility during the purchase journey, helping customers right at the point they’re about to purchase something. Swirl of influencers marketing generates social proof using trusted voices in beauty and self-care. Google Display Ads also support retargeting: grabbing users who’ve expressed interest but not bought.

Integrated Media Activities

For our 12-week campaign cycle, we mapped activities. Our tactics in the awareness phase are through Instagram ads and influencer content. We move onto engagement, where we prefer interaction, using social story, tutorial and personalised email. Finally, advertising triggers higher visibility ocado.co.uk placements and promotional email nudges in conversion. Using Google (and Instagram’s) behavioural data, Retargeting efforts will capture engaged users who did not purchase.

Unit 2: Marketing Processes and Planning Case Study

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Leslie King 7 Years | PhD

Mock Campaign – Digital Channel Focus

The UK beauty, wellness and lifestyle women aged 25–45 are beautiful, and women in general are also lovely. And because Instagram has the largest beauty and lifestyle content market share, how could we not? The brush's design and benefits are reflected in warmth, elegance, and sand implicity, and this is the basis of our visual strategy. Carousel ads are a great tool to visually narrate the main selling points through text or embedded videos. At the same time, the Story format makes the emotional part of selling the product stronger by introducing it to a real-life context. With Ocado’s swipe-up integration, users are almost ready to buy.

Quantitative Justification

• Ocado’s target customer demographic is precisely the 25–44 age bracket, and while it keeps its marketing pins on the Q to keep the message relatable, Instagram advertising in the UK boasts a reach of 30m users, most of them in the prime 25–44 age bracket.
• With recent Meta Ads benchmarks for beauty-related content, carousel ads with a CTR that is 1.20% and conversion rates between 3% and 6% (Tayib, 2024).
• We spend £2,500 on media on Instagram and predict 250,000 impressions, which, based on a 5% conversion rate, will lead to 3,000 website visits and 150 product conversions (Main, 2018).

The email marketing industry average in retail in the UK is 22% open rate and 2.5% click through. With an estimated reach of 50,000 segmented people using Ocado’s CRM tools, we think this email will get 11,000 opens and 1,250 clicks.

We have a £1,000 budget running with 100,000 impressions and a CTR of 0.7%, and should get around 700 site visits. These ads also support retargeting and brand visibility and help reinforce the product messaging throughout the consumer journey.

The numbers were doing their job and telling us how effective and value-driven each of the channels was. Since it is the largest platform for telling visual stories, Instagram will present an excellent opportunity for visibility and direct action. Email marketing offers a direct measureable and consumer-direct interaction with high return. The Google Display helps retarget those who were hesitant and build continuous exposure. This campaign was also made efficient and performance driven on the back of real world ROI data for each one of these platforms.

Qualitative Justification

• Current beauty and wellness trends of self-care, convenience, elegance, etc., are supported by the GoldenGlow campaign.
• The modern professional or family-oriented demographic has a time-conscious but style-aware populace, which has also been present among the existing Ocado customers—highly responsive users( Van Droogenbroeck and Van Hove, 2022).
• These users respond well to relatable, aspirational content that balances aroma with practical value. Placing the hair brush as a “daily luxury” allows us to dig deeper into the emotional resonance behind it.

Instagram and influencer platforms deliver lifestyle-led storytelling through visual and social evidence to build desire. Audiences make promises to influencers when they witness patterns that promote ease of use, packaging, and positive outcomes. Beauty continues to be a top-performing niche, and trends are born on Instagram.

Email marketing gives us space to personalise messages based on user behaviour, and there is always an opportunity for a highly personalised experience. Targeted follow-up emails with limited-time offers or testimonials can quickly be sent to customers who browse the product but do not buy. It respects their purchase process and nudges it to the conversion. Website banners also drive trust on Ocado’s platform and the product is discoverable outside of the routine.

Risks & Contingencies

• For managing this, we will run micro influencers on fixed fees contracts and closely monitor the ad spend with a daily budget cap on Meta and Google Ads.
• Targeting may be misaligned or Call To Actions may be ineffective, lowering conversion rate.
• The platform dashboards will give them real-time campaign monitoring and fast to adjust to targeting, messages and placement (Haleem et al., 2022).

Platform algorithm changes may also cause lower visibility. In the case of Instagram engagement, we are going to pivot our spend elsewhere, so that could be elsewhere on Instagram, or we can pivot our spend elsewhere to Google Ads or email. This is why we have incorporated risk planning into our strategy when conducting marketing campaigns. With analytics and performance dashboards provided in real time, we can adapt quickly. We keep the campaign responsive, strategic, and budget-conscious by rotating creatives and having platform flexibility. Contingency plans put us at ease that the objectives will still be achieved if market conditions become unpredictable.

Evaluation & KPIs

• The click-through rates, story replies, saves, likes, comments and email open rates will be used to measure engagement.
• Instagram engagement benchmarks will be used to see how consumers interact with content.
• Connection also means high engagement signals and interest to the product. Conversion metrics are added to cart rates, swipe-ups, email works from Instagram, email only, and promo code redemptions (Naslund et al., 2020).

Our target for ad traffic conversion is 5%. We will then track second purchase charges as well as click throughs on “Glow Again” campaigns to evaluate loyalty. Qualitative satisfaction indicators will also be customer feedback and product reviews on Ocado. Evaluation does not end on the day, it’s not only the end result but also the ability to track and optimise ongoing. There are platform native tools such as Meta Ads Manager and Mailchimp dashboards on each channel. This will help ensure data-driven decisions throughout all the campaign phases by aligning KPIs to each campaign phase. Numbers and narrative will define success: how customers interact, respond, and comeback.

Summary & Recommendations

• From a target of our existing customer base, a targeted, visually led strategy to engage Ocado with their haircare product, which is luxurious yet accessible.
• The campaign is based on consumer insight and fits into the current beauty landscape of wellness and lifestyle trends shaping how people behave from a beauty perspective in the UK.
• The media plan for this campaign is well-balanced between Instagram, email, Google Ads, influencer collaborations, and Ocado’s platform, engaging customers from discovery through purchase and repeat engagement.

With a strategy to develop our budget to maximize visibility, conversion and return on investment. KPIs and live analytics help you adjust to your objectives, and SMART objectives set out things that are measureable. Realistic contingencies are used to address risks and the campaign is fully adaptable for any stage. To launch this successfully, we suggest beginning with influencer teasers and Instagram awareness ads, followed by a strategy of conversion on the website through website banners and personalised email content. By strengthening retargeting efforts and form of loyalty follow ups, customer retention will be strengthened, establishing GoldenGlow as a household essential.

References

• Haleem, A., Javaid, M., Qadri, M.A., Singh, R.P. and Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks, 3(3), pp.119–132. doi:https://doi.org/10.1016/j.ijin.2022.08.005.
• Main, K. (2018). Facebook Advertising Cost by Industry 2018. [online] Fit Small Business. Available at: https://fitsmallbusiness.com/how-much-does-facebook-advertising-cost/ [Accessed 3 Apr. 2025].
• Naslund, J.A., Bondre, A., Torous, J. and Aschbrenner, K.A. (2020). Social Media and Mental Health: Benefits, Risks, and Opportunities for Research and Practice. Journal of Technology in Behavioral Science, [online] 5(3), pp.245–257. doi:https://doi.org/10.1007/s41347-020-00134-x.
• Sahimaa, O., Miller, E.M., Halme, M., Niinimäki, K., Tanner, H., Mäkelä, M., Rissanen, M., Härri, A. and Hummel, M. (2023). From Simplistic to Systemic Sustainability in the Textile and Fashion Industry. Circular Economy and Sustainability/Circular economy and sustainability, 4. doi:https://doi.org/10.1007/s43615-023-00322-w.
• Tayib, M.A. (2024). What’s the Average CTR for Facebook Ads in 2024? - M Ahmed Tayib - Medium. [online] Medium. Available at: https://tayibgetup.medium.com/whats-the-average-ctr-for-facebook-ads-in-2024-56de33c8da5c [Accessed 3 Apr. 2025].
• UK, W.M. (2024). 2024-08-06. [online] yumpu.com. Available at: https://www.yumpu.com/news/en/issue/173047-woman-magazine-uk-2024-08-06 [Accessed 3 Apr. 2025].
• Van Droogenbroeck, E. and Van Hove, L. (2022). Are the Time-Poor Willing to Pay More for Online Grocery Services? When ‘No’ Means ‘Yes’. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), pp.253–290. doi:https://doi.org/10.3390/jtaer17010013.