HYLETE | PAID MEDIA CASE STUDY
TURNING DISCOVERY INTO CONVERSION.
For this capstone simulation, I developed a hypothetical six-week paid media strategy for HYLETE designed to connect social discovery with high-intent search and shopping behavior across the customer journey.
Building the Paid Media Strategy
01
AUDIENCE STRATEGY
Developed hypothetical audience segments around fitness interests, purchase intent, and customer behavior to guide proposed targeting across paid social and search.
02
CHANNEL STRATEGY
Built a proposed multi-channel approach across Instagram, Google Search, and Google Shopping, with each channel serving a different stage of the customer journey.
03
MEASUREMENT
Created a hypothetical measurement framework for budget allocation, attribution, keyword optimization, and performance analysis to demonstrate how campaign effectiveness could be evaluated.
MODELED
OUTCOMES
233
Projected Leads
$13.45
Modeled CPA
653K
Projected Reach
Projected outcomes from the capstone simulation, not live campaign results.
From Strategy to Execution
PAID SOCIAL
Developed lifestyle-driven social concepts designed to introduce HYLETE to fitness audiences and create interest earlier in the customer journey.
GOOGLE SHOPPING
Used product-focused Shopping strategy to capture high-intent customers actively searching for performance apparel.
SEARCH STRATEGY
Built a search framework around high-intent keywords designed to connect customer demand with relevant HYLETE products.
DEFINING WHO WE’RE REACHING.
I developed audience personas to define the behaviors, motivations, frustrations, and buying triggers behind HYLETE’s potential customers. These profiles helped shape the proposed targeting, messaging, and channel strategy.
BUILDING A MESSAGE THAT CONNECTS.
I developed the “Built to Outlast” campaign concept around durability and premium performance, creating a consistent message that could carry across social, search, and shopping creative.
MODELING CAMPAIGN PERFORMANCE.
I built a hypothetical six-week performance model to demonstrate how spend, impressions, clicks, leads, CTR, and CPA could be evaluated over time. The model provided a framework for assessing whether the proposed strategy was moving toward its acquisition goals.
CONNECTING THE CUSTOMER JOURNEY.
AUDIENCE INSIGHT
The proposed strategy began with defined audience personas, using their motivations, behaviors, frustrations, and buying triggers to shape targeting and messaging.
CHANNEL ROLES
A hypothetical multi-channel strategy gave each platform a distinct role, with Instagram supporting discovery and Google Search and Shopping designed to capture stronger purchase intent.
MEASUREMENT FRAMEWORK
A hypothetical performance model connected spend, impressions, clicks, leads, CTR, and CPA to show how the proposed campaign could be evaluated and refined over time.
STRATEGY BUILT AROUND THE CUSTOMER JOURNEY.
This capstone project strengthened my understanding of how paid social, search, shopping, creative, and measurement can work together as one connected strategy. By building around the customer journey, I created a hypothetical campaign framework designed to move audiences from initial discovery toward stronger purchase intent.