Business & Finance - Marketing PowerPoint Presentation Project – Need Help Following All Assignment Instructions

Capstone Digital Marketing Project

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Isis Licona Professor Arjune Singh July 31 , 2025st

Miami Dade College

Overview

Summary Lucky Lychee Co. is a niche online retailer of collectible blind- box toys (Pop Mart, Miniso, etc.).

Problem: Low organic visibility, under-optimized website, limited social engagement.

Strategy: Implement SEO, refine UX/UI, and run multi-channel digital campaigns with influencer and email components.

Solution: Website content improvements, influencer TikTok campaigns, Instagram ads, and conversion optimization.

Expected Outcome: 40% increase in traffic, 20% increase in conversion rate, and enhanced brand trust through improved UX and social proof.

Problem Statement - Client Brief

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Client: Lucky Lychee Co.

Industry: E-commerce, niche. collectibles.

Challenge: Lack of organic discovery.

Limited content for SEO.

Minimal email or retention tools.

Business Objectives: Drive awareness of brand and product drops.

Increase customer. engagement and lifetime value.

Improve online sales conversions and user trust.

Goals & KPIs

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SMART Goals:

Increase website traffic by 40% within 3 months.

Improve Instagram engagement by 25% by end of campaign.

Achieve 20% boost in website conversion rate.

Capture 1,000+ email leads through signup incentives.

Goals & KPIs

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Key KPIs:

CTR (Click Through Rate) on social and email campaigns.

CPA (Cost Per Acquisition) from paid ads.

ROI (Return on Investment) per channel.

Bounce rate and average session duration.

Conversion rate from traffic to sale.

Target Audience Analysis

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Primary Persona: "Anna the Collector" Age: 18-34

Gender: Predominantly Female.

Location: Urban/suburban US areas.

Behavior: Active on TikTok, Instagram, shops online, follows collectibles communities.

Psychographics: FOMO-driven, aesthetic-oriented, community-based shopper.

Pain Points: Hard to find trusted sources, missing product drops.

Motivations: Enjoys mystery unboxing, collecting rare pieces, connecting with other collectors.

Digital Audit (Current State)

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Website:

Clean design but lacks About, FAQs, or clear storytelling.

No blog or internal linking strategy.

Product descriptions vary in quality, minimal keyword optimization.

Lacking trust signals (badges, testimonials)

SEO: Weak title tags and metadata.

Alt text inconsistent or missing.

No structured content (blogs, guides).

Digital Audit (Current State)

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Social Media (@luckylycheeco on Instagram):

Post frequency: ~1–2x/week.

Content types: Product announcements, restock alerts, weekend dumps.

Average engagement: 43–51 likes/post, low comment interaction.

Strong brand tone (playful, collector- focused) but underutilized Reels and Stories.

Missed opportunities: No link-in-bio optimization, no UGC reposts, limited CTAs.

Digital Audit (Current State)

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Improvement Opportunities:

Start UGC repost campaigns and community engagement.

Use Instagram Reels for unboxing, influencer pulls.

Add "link in bio" for drops and email capture.

Run content polls/questions in Stories.

Competitor Snapshot:

Brands like Kidrobot and Mighty Jaxx include rich storytelling, robust content, and loyalty programs.

Examples to apply

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Website Examples:

Product Page Text: “This Pop Mart blind box includes one mystery figure from the LABUBU Forest Series. Will you uncover the ultra-rare glow-in-the-dark chase piece?”

Homepage Banner: “🚨 New Drop Alert! Don’t miss this week’s restock – Friday @ 1PM EST. Click to preview the collection.”

Footer Signup: “Join the Lychee Club – Get early drop access + 10% off your first order!”

Blog Teaser: “What’s Inside a Blind Box? A Beginner’s Guide to Collecting”

Examples to apply

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Instagram Post Examples:

“It’s almost drop time! 😱 Which LABUBU are you hoping to pull? 👇 Comment below for good luck 🍀 #LuckyLycheePull #Unboxing”

Story Poll: “Which collectible would you want next? 🌟 A) Crybaby B) Hacipupu”

Reel Hook: “POV: You finally got your grail from a blind box 😭✨ #UnboxingMagic”

CTA in Bio: “🔗 Shop This Week’s Restock – Link in Bio!”.

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Digital Marketing Strategy

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Overall Plan:

Omnichannel strategy integrating Paid, Owned, and Earned media.

Funnel focus: Awareness → Consideration → Conversion → Retention.

Channels:

Owned: Website, blog, email.

Paid: Instagram Ads, TikTok influencers.

Earned: User-generated content, customer reviews, repost campaigns.

Digital Marketing Strategy

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Key Tactics:

Improve on-site SEO.

Launch targeted influencer partnerships.

Use urgency (limited drops) in content.

Introduce email flows (abandonment, back-in-stock).

Leverage Instagram Reels + Stories with polls, countdowns, UGC.

Channel Plan

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Search (SEO & SEM):

Optimize homepage + product pages for terms like "blind box Pop Mart US".

Google Ads retargeting for cart abandoners.

Social Media:

IG Reels + TikTok drops with influencer collabs.

Weekly unboxing/live content.

UGC repost campaigns + contests.

Polls, Q&A stickers, “Rate this pull!” prompts in Stories.

Channel Plan

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Email Marketing:

Welcome series for new users.

Drop alerts + back-in-stock emails.

Monthly featured collector spotlight.

Content Marketing:

"What is a Blind Box?" blog post.

Collection highlights: LABUBU, MINISO, etc.

Influencer/Referral:

Micro-influencers with niche collectors.

Affiliate referral program launch.

Tools: Shopify Email, Meta Ads, Klaviyo, TikTok Creator Marketplace.

Sample Creative & Messaging

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Email Design: Fun banner with kawaii aesthetic, drop timer, CTA to buy.

Social Ad: Unboxing TikTok with surprise/reaction cuts, "Rate the Pull!".

Landing Page Sample: Featured collection with animated countdown, collector reviews.

Tone & Voice: Playful, bold, FOMO-driven Visual Branding: Pastel tones, anime/kawaii styles, bold typography Instagram Add-ons: Reels of product pulls, Story countdowns for restocks, community repost grid samples.

Text to apply

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Instagram Post Examples:

“Get ready for the cutest drop of the season! 🌸 This Friday @ 1PM EST – Tap link in bio to preview 💖”

“We asked and you answered: Crybaby is back in stock 💦 Which one will you pull? #blindboxcollectors”

“Tag us in your pulls for a chance to be featured 💫 #LuckyLycheePull”.

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Channel Budget Est. CPM Expected

Reach

Instagram Ads $500 $10 50,000

Tiktok Influencers

$700 N/A ~ 100,000

Email Marketing

$100 N/A ~ 2,000

Budget & Media Plan

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Total Budget: $1,300.

Allocation Strategy: Awareness-heavy in first month, then shift to retargeting and email nurturing.

Analytics & Measurement Plan

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Tools Used: Google Analytics, Meta Ads Manager, Klaviyo, Shopify Analytics. Metrics Tracked:

Website traffic sources.

Time on page.

Conversion rate (Add-to- cart → Checkout).

Email open & click-through rates.

Engagement rates on Reels/TikToks.

UGC post reach and hashtag usage.

A/B Testing Ideas:

Subject lines (e.g., "Last Chance!" vs "Only 3 Left!").

TikTok ad hooks (influencer vs UGC).

Homepage layout vs product-first layout.

Campaign Timeline

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Gantt-Style Phases:

Research & Audit: Week 1.

Strategy Build: Week 2.

Creative Development: Week 3.

Launch Campaigns: Weeks 4–5.

Ongoing Optimization: Weeks 6–8.

Final Report & Analysis: Week 9.

Expected Outcomes & ROI

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Traffic Increase: +40%

Conversion Rate: +20%

Social Followers: +500 new IG followers.

Email Subscribers: +1,000 signups.

Projected ROI: ~4.5x ad spend.

Benchmark Comparison:

Industry average eComm CR: 2.5% → Target: 3– 4.5%.

Email open rate goal: 35%+.

Engagement Rate: Grow from 1.5% to 3% on IG through new strategies.

Learnings & Recommendations

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Importance of channel alignment to business goals.

Lucky Lychee needs stronger content ecosystem (SEO, blog, UGC).

Social proof + urgency = key drivers for collectibles.

Instagram strategy should include Reels, Story stickers, and repost culture.

Next steps:

Loyalty program.

SMS marketing.

Collectors' community Discord.

Thank You!

The End

https://www.luckylycheeco.com/