Employers want to see if you can think strategically about channel selection and budget prioritization, even with limited resources.
Explain your process: identify the target audience, evaluate channel options by potential reach and cost, and propose a test-and-learn approach with clear measurement metrics.
Situation
In my first marketing internship at a local e-commerce startup, the team was preparing to launch a new skincare line with only PHP 50,000 for the entire first month.
Task
I was asked to propose a channel allocation plan that would maximize awareness and trial without wasting the small budget.
Action
I researched our target audience (young professionals) and found they spent time on Instagram and niche beauty forums. I calculated cost-per-impression for Instagram ads and compared with the cost of sending product samples to micro-influencers. I recommended a 60-40 split between paid social and influencer seeding, with a small reserve for Facebook retargeting ads after the first week.
Result
The campaign generated 1,200 website visits and 80 trial kit purchases in the first month, proving the approach worked well within the tight budget.
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