[ THE SITUATION ]

  • OPERATIONAL LEAD: Homegrown Organic Farms (Client)
  • SECTOR: CPG (Consumer Packaged Goods) / E-Commerce Conversion / Precision Ad Buying
  • TIMELINE: 2017 (3-Month Operational Window)

Homegrown Organic Farms, an established collective of certified organic growers, required a high-conversion digital campaign to scale their freeze-dried fruit product on the Amazon marketplace. The objective was to penetrate three highly saturated, top-tier metropolitan sectors (Los Angeles, Chicago, and San Francisco) and capture a highly specific demographic: health-conscious consumers aged 25–65. The baseline operational goal was to secure a 50% increase in product sales over a compressed 90-day window.

[ THE STRATEGY ]

Engineered a “Geospatial E-Commerce Conversion” strategy. Rather than deploying a broad national awareness campaign that would dilute the budget, I architected a surgically targeted digital funnel. The approach isolated organic food buyers in the three target metros using aggressive, data-driven ad buys, supplemented by rigorous online sentiment monitoring and strategic micro-influencer alignments to drive high-intent traffic directly to the Amazon point of sale.

[ THE EXECUTION ]

  • Precision Ad Buying: Architected a localized paid media protocol. Utilized strict geospatial targeting and continuous A/B multivariate testing to optimize daily ad spend and maximize conversion rates within the LA, Chicago, and SF perimeters.

  • Influencer Network Architecture: Identified and vetted a network of high-engagement micro-influencers (minimum 5,000+ followers) operating strictly within the organic food sector, facilitating strategic content creation to validate the product to the target demographic.

  • Intelligence & Reputation Monitoring: Executed daily digital footprint monitoring to capture, analyze, and respond to real-time consumer sentiment surrounding the product launch, ensuring positive narrative control.

[ THE AFTER-ACTION REPORT ]

  • Revenue & Conversion: Drove a massive 83%+ increase in direct Amazon sales within the 3-month operational window, crushing the initial 50% objective. Successfully directed 7,458 qualified clicks to the Amazon sales page (a 49.16% over-performance).

  • Market Saturation (Impressions): Achieved 565,831 total digital impressions and a targeted reach of 399,400 users, aggressively outperforming the 100,000 baseline objective by over 865%.

[ INDUSTRY RECGINITION ]

This campaign won an award.

    • Public Relations Society of America “Image Awards” – Award of Excellence: Social Media