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Project Case Study

HelloFresh

Digital Marketing Strategy

This individual project focused on developing a full-funnel digital marketing strategy for HelloFresh. Starting with front-end website analysis, I identified key audiences, mapped conversion opportunities, and built an integrated paid media plan across Google Search, Meta, and Connected TV with performance forecasting and ROAS projections. Scroll through the whole project pdf embedded below:

The Challenge

HelloFresh operates in a competitive meal kit market where growth depends on reaching the right audiences, driving high-intent traffic, and converting visitors into subscribers. The challenge was to create a media strategy that supported brand awareness while still prioritizing efficient customer acquisition.

My Approach

  • Conducted front-end website analysis
  • Defined conversion and micro-conversion events
  • Segmented key audiences by needs and behavior
  • Built a multi-channel paid media strategy
  • Forecasted impressions, conversions, revenue, and ROAS

Project Highlights

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Total Investment

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Paid Channels

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Projected Revenue

Featured Work

This project included audience research, measurement planning, channel strategy, sample ad concepts, budget recommendations, and projected performance outcomes.

AUDIENCE STRATEGY

Target Audience Segmentation

I identified three primary audience segments for the campaign: busy professionals, college athletes, and families. Each audience was tied to different needs, motivations, and content opportunities.

Audience Research Segmentation Customer Journey Measurement Strategy

Key Audiences

Audience segments were used to guide keyword strategy, ad messaging, landing page recommendations, and channel execution.

HelloFresh key audiences slide

Busy Professionals, College Athletes, and Families

HelloFresh key audiences slide

Keywords By Audience

MEASUREMENT

Conversion + Personalization Strategy

Measurement recommendations focused on tracking user behavior across the site, identifying funnel drop-offs, and using data to create more personalized advertising experiences.

Google Signals Retargeting Conversion Events Cross-Device Tracking

Google Signals Recommendation

Google Signals was recommended to better understand cross-device behavior and support more personalized advertising based on previous site interactions.

Google Signals for ad personalization slide

Ad Personalization Recommendation

MEDIA MIX

Multi-Channel Campaign Strategy

The campaign connected Google Search, programmatic advertising, and CTV to reach users across multiple stages of the customer journey.

Google Search Ads Programmatic Advertising Connected TV Landing Page Strategy

Suggested Campaign Mix

Search captured high-intent users, programmatic supported retargeting, and CTV expanded top-of-funnel awareness.

Suggested HelloFresh marketing campaign slide

Google Search, Programmatic Advertising, and CTV

GOOGLE SEARCH

High-Intent Acquisition

Google Search was used to target users actively searching for meal planning solutions, healthy meal kits, family meal subscriptions, and athlete-focused nutrition options.

Smart Bidding Responsive Search Ads Keyword Strategy Performance Planner ROAS Forecasting

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Search Budget

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Projected Impressions

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Projected ROAS

Performance Planner Projections

I used Google’s Performance Planner to estimate CTR, CPC, impressions, clicks, and campaign efficiency.

HelloFresh Performance Planner projections slide

Performance Planner Forecast

META INVESTMENT

Social Conversion Strategy

Meta was positioned as a conversion-focused channel using lookalike audiences, interest-based targeting, carousel ads, video ads, and real-time campaign optimization.

Lookalike Audiences Interest Targeting Carousel Ads Video Ads Highest Volume Bid Strategy

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Meta Budget

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Projected Impressions

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Projected ROAS

Meta Success Metrics

The Meta campaign forecast included a $42,000 budget, 2% CTR, 4% conversion rate, and projected ROAS of 12.26:1.

HelloFresh Meta proposed success metrics slide

Meta Campaign Forecast

CONNECTED TV

Top-of-Funnel Awareness

CTV was recommended to increase brand awareness through premium video placements on streaming platforms while reinforcing HelloFresh’s convenience, nutrition, and customization benefits.

CTV Advertising Hulu Roku YouTube TV Brand Lift

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CTV Media Budget

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Projected Impressions

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Completion Goal

CTV Message Strategy

The CTV strategy focused on top-of-funnel awareness, audience-specific messaging, and placements aligned with family, health, and lifestyle content.

HelloFresh CTV message strategy slide

CTV Message Strategy + Optimization Metrics

PROJECTED RESULTS

Performance Forecast

The final recommendation integrated Google Search, Meta, and CTV into one connected strategy, with projected outcomes tied to impressions, conversions, revenue, and ROAS.

Forecasting ROAS Analysis Revenue Projection Campaign Optimization

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Total Impressions

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Projected Conversions

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Projected Revenue

Final Campaign Recommendation

The final proposal projected more than 12.5 million impressions, 6,985 conversions, and $698,500 in revenue from a $378,000 investment.

HelloFresh final campaign results slide

Integrated Campaign Results

Takeaway

This project strengthened my ability to connect audience insights, media strategy, creative direction, and performance forecasting. It pushed me to think beyond individual ads and build a full-funnel strategy where every channel had a clear purpose, measurable outcome, and role in driving subscription growth.