Describe a digital marketing campaign you planned and executed from end to end. What was your approach, and how did you measure its success?

Situation

As an E-commerce Marketing Associate at my previous company, I noticed our mobile app had low user retention despite high downloads. Management wanted a reactivation campaign to bring back dormant users within three months.

Task

I was tasked to plan, execute, and optimize a multi-channel digital campaign targeting inactive users, with a goal to achieve a 15% reactivation rate and at least a 5% conversion to purchase.

Action

I started by segmenting the dormant user base by last activity date and past purchase behavior. I designed a two-phase campaign: an email and push notification series offering a 10-percent discount, supported by retargeting ads on social media. I collaborated with the creative team for personalized ad copies and with the data team to set up tracking dashboards. I A/B tested subject lines and ad visuals weekly and reallocated budget from underperforming channels to top-performing ones based on click-through rates.

Result

The campaign reactivated 22 percent of dormant users, with an 8 percent conversion rate, exceeding both targets. It also provided insights into which product categories drove re-engagement, which were used for future campaigns.