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HelloFresh Campaign

Digital ad strategy developed in a digital marketing course

HelloFresh campaign mockup

Overview

This digital strategy campaign was developed as part of my Digital Marketing Analytics course. The goal was to drive HelloFresh subscriptions using Google Search Ads and data-backed creative strategy. I focused on audience segmentation, platform optimization, keyword planning, and ad performance forecasting.

  • Used Google Ads (Search Certified), Performance Planner, and GA4
  • Created audience personas: athletes, families, professionals
  • Built responsive search ads with tailored messaging
  • Projected ROAS and CPA based on campaign goals
View Full Strategy PDF
Audience personas slide

Target Audiences: Personas included time-strapped college athletes, busy professionals, and young families. Through my Meta Media Planning certification, I tailored creatives and placements to match how each group engages with ads across platforms.

Channel mix slide

Multi-Channel Strategy: Google Search, Meta Ads, and Connected TV worked together to expand reach. I applied my certifications in Google Ads and Connected TV to pair platforms effectively and stagger content delivery by user stage.

Ad strategy slide

Search Ad Planning: I used responsive Google Ads to test headline combinations and CTAs in real time. This execution drew directly from my Google Ads Search certification training around asset grouping and bidding strategy.

Budget plan slide

Budget Allocation: Our $36,000 media spend was staggered across Q1 to optimize for seasonal interest and lower acquisition costs. I used budget pacing and audience overlap tools covered in my certification coursework to inform this plan.

Campaign forecast slide

Forecasting Performance: With Google’s Performance Planner, I modeled a projected 5.11x ROAS and 1,840 conversions. These insights came from hands-on practice through my GA4 and budget forecasting certifications.

Competitor research slide

Competitive Analysis: I compared HelloFresh against key competitors including Blue Apron, Home Chef, and Sunbasket. Our strategy emphasized time savings and health alignment, refined through keyword gap analysis learned during training.

Reflection

This campaign helped me think critically about how design and copy decisions are influenced by data. I gained real experience connecting creative decisions to metrics from keywords and channel mix to actual campaign forecasting. My certifications in Google Ads Search, Meta Media Planning, Connected TV, and Google Analytics made me more confident in turning insights into action.

It was also a turning point in seeing how digital strategy supports storytelling, especially when different audiences need different motivators. Whether targeting a parent juggling meals or a student-athlete on a schedule, this campaign taught me how to balance brand voice with measurable outcomes.