Tokia Shop launched in 2025 with a solid product catalog — affordable tech gadgets and lifestyle accessories — but zero digital presence. No social media accounts, no email list, no published content, no active campaigns. Before any strategy could be designed, the brand needed a complete situational diagnosis: who the customer actually was, where the real competition stood, and what gaps existed between what the brand offered and what the market expected.
Research revealed two distinct buyer profiles. Camila (25–34, professional, Instagram and TikTok user) buys on impulse when the product solves a concrete problem, reviews are visible and the process feels fast and safe. Daniel (30–45, analytical, Facebook and Google user) doesn't buy impulsively — he reads descriptions, checks FAQs and only converts when information is clear and the brand feels trustworthy. Every content, copy and channel decision in the strategy was built around this split: what works for Camila actively repels Daniel, and vice versa.
With the audience defined, I built a full multi-channel content strategy covering Facebook, Instagram, TikTok, LinkedIn and X simultaneously — each with its own tone, format and posting frequency adapted to platform behavior. The content mix followed a 50/40/10 split: 50% educational and lifestyle content to build trust, 40% product-focused to drive consideration, 10% promotional to convert. On the paid side, I designed two real campaign architectures: a Google Search campaign targeting beauty-tech keywords for the Seda Glow product launch, and a Meta Sales campaign targeting Daniel's profile for the FlexiDesk laptop stand — both with full copy, keyword strategy and weekly KPI tracking.
On top of the social and paid strategy, I designed a 3-email welcome automation with full copywriting adapted per buyer persona — different subject lines, different tone, different CTAs for Camila and Daniel. The sequence was built to convert first-time visitors into buyers over 7 days: a warm welcome email on day 0, a value-focused email on day 3, and a conversion email with a product recommendation on day 7. Lead acquisition was designed around exit-intent popups and a lead magnet, with projected KPIs for the first 90 days of the list.
The final phase layered AI tools onto the existing system — but only what Tokia Shop could actually implement given its resources: small team, limited budget, no technical infrastructure. The realistic playbook included ManyChat chatbot flows for Instagram, Facebook and WhatsApp, abandoned cart sequences (1h / 24h / 72h), Meta Advantage+ campaigns with AI-optimized creatives, intelligent exit-intent popups, and automated post-purchase review collection. The result was a complete go-to-market system — five active channel strategies, two paid campaign architectures, a 90-day content calendar and a conversion infrastructure — built for a brand starting from absolute zero, designed to run with minimal manual intervention from day one.
Projected outcomes: 8,000 social impressions in month one · 38% welcome email open rate (vs. 25% benchmark) · +35% conversion rate through cart recovery · 80% of customer interactions handled automatically via chatbot.
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