Owala

Social Media Strategy

Project Overview

This project evaluates Owala’s social media performance and develops both an organic optimization strategy and a paid social campaign.

The goal was to analyze how the brand currently drives engagement, identify opportunities for growth, and apply those insights to both organic content strategy and paid media execution.

This project includes:

The Problem

Owala has a strong social presence and operates in a highly trend-driven category, but there are opportunities to further optimize performance and consistency across platforms.

Key challenges included:

  • Heavy reliance on product-focused content without deeper community engagement

  • Inconsistent use of interactive and user-driven content

  • Lower posting frequency on high-performing platforms like TikTok

  • Paid ads that could better communicate urgency and user action

While engagement is strong, there is an opportunity to build a more balanced strategy that strengthens both reach and long-term brand connection.

The Approach

I analyzed Owala’s performance across platforms to identify patterns in engagement, content type, and audience behavior.

This included:

  • Reviewing post frequency and engagement metrics across Facebook, Instagram, and TikTok

  • Identifying top-performing content types and formats

  • Evaluating seasonal and trend-based performance patterns

  • Analyzing a live Meta ad campaign to assess creative, messaging, and placement strategy

Insights from this analysis informed both organic recommendations and paid campaign strategy.

Key Insights

Several clear trends emerged across platforms:

  • Video content consistently outperforms static content

  • Product drops and sneak peeks drive high engagement through anticipation

  • Collaborations and giveaways significantly increase reach and interaction

  • Seasonality impacts performance, especially around lifestyle moments like summer and back-to-school

These patterns highlight how engagement is driven by a mix of timing, format, and audience participation.

Organic Strategy Recommendations

Based on these insights, I developed a set of recommendations to strengthen Owala’s organic presence:

  • Expand user-generated content (UGC): Highlight real customers and everyday use cases to increase authenticity and relatability

  • Increase TikTok posting frequency: Capitalize on strong performance by posting more consistently

  • Incorporate more trend-driven content: Balance product-focused posts with culturally relevant, lifestyle content

  • Strengthen calls to action: Encourage more interaction through prompts, comments, and sharing

These recommendations focus on deepening engagement while maintaining the brand’s existing strengths.

Paid Ad Audit & Optimization

I evaluated a Meta campaign promoting a limited-edition “Color Drop” product to assess how effectively it drives awareness and traffic.

Key Observations:

  • Strong visual branding and seasonal alignment

  • Clear product focus, but limited emphasis on timing and action

  • Broad placement strategy supporting awareness goals

Recommended Optimizations:

  • Add the product drop date directly into ad creative to increase urgency

  • Clarify the user action (e.g., signing up for notifications) within the copy

  • Test short-form video or countdown-style creative to improve engagement and CTR

These adjustments aim to reduce friction and better align messaging with campaign goals.

Mock Paid Campaign

I also developed a mock paid social campaign designed to drive traffic and introduce new audiences to the FreeSip product line.

Campaign Strategy:

  • Objective: Traffic (maximize link clicks)

  • Audience: U.S. users ages 18–40 with interests in wellness and lifestyle

  • Placements: Facebook and Instagram feeds

  • Creative: Clean, product-focused imagery with a “Shop Now” CTA

Performance Metrics:

  • Click-through rate (CTR)

  • Cost per click (CPC)

  • Landing page views

  • Cost per mille (CPM)

This campaign focuses on awareness and consideration, encouraging users to explore the product without requiring immediate conversion.

Key Takeaway

This project reflects my ability to analyze performance data, identify strategic opportunities, and translate insights into both organic and paid social recommendations.

It also highlights my approach to building content and campaign strategies that balance engagement, visibility, and user behavior.