top of page

CASE STUDIES

Market research for the fashion retailer

Project 1: Market research about the company's loyalty program

​

Goal:
To provide insights aimed at enhancing the effectiveness of the brand's loyalty program.

​

Process:

Conducted field research sourced by a research firm, using an in-house, pre-developed questionnaire designed to evaluate the performance of the loyalty program. To develop the questionnaire, internal team discussions and follow-ups were held to identify areas for deeper research.​​​​

​

Results:

  • Collected insights on the program's impact together with reasons for the poor performance in certain areas;

  • Identified unmet customer needs;

  • Discovered opportunities to improve customer experience and satisfaction with the loyalty program;

  • Recommended actionable improvements, including improving communication strategies for different loyalty tiers, addressing common customer concerns, and reducing participation barriers.

​

Market research for one of the biggest European fashion retailers, 2 projects

Disclaimer: due to non-disclosure agreement no specific project details are mentioned.

Project 2: Market research across several European countries

​

Goal:

To analyze customer behavior patterns related to fashion brands across multiple countries, evaluate the broader market landscape, and identify areas for strategic improvement.

​

Process:

Conducted field research sourced by a research firm, using a pre-designed questionnaire tailored to company's specific objectives. Performed a comprehensive data analysis to identify trends and opportunities while ensuring alignment with broader business goals. Explored key audience segments to gain insights into their preferences and behaviors, focusing on identifying shared characteristics and differences across regions.

​

Results:

  • Identified gaps in the marketing funnel and the underlying reasons across different target groups;

  • Uncovered country-specific customer behavior patterns;

  • Highlighted overarching and differentiating market trends and best practices to leverage across different countries;

  • Delivered strategic recommendations to cross-functional marketing teams, including:

    • Addressing changes in customers's monthly expenses;

    • Refining price-perception measures to better align with customer expectations;

    • Designing tailored marketing approaches for different  countries;

    • Suggested ways to enhance shopping experience.​

Instragram strategy for animal welfare organization

Instagram strategy for Zürcher Tierschutz

Goal: Increase awareness of the organization and boost engagement on Instagram to drive traffic to the website, despite the absence of a dedicated social media employee.

 

Additionally, provide a comprehensive report outlining an ideal communication strategy that aligns with  organization’s capacity.

​

Process: 

  • Conducted a detailed analysis of the industry, audience demographics, and competitor activities to develop actionable recommendations.

  • Recognized a significant age range within the target audiences, necessitating tailored content to appeal to various preferences.

  • For the initial month, recommended a content strategy with the following ratio: 70% educational, 20% entertainment, and 10% promotional content. After engagement metrics improved, suggested integrating more interactive and engaging content.

 

Results:

  • Despite limited implementation due to employees  constraints, the number of followers increased by over 1000+ in less than a year, achieved without paid advertisements.

  • I created an evergreen communication blueprint  including a sustainable content calendar.

  • Identified 3 key target groups and their content preferences for easier topic definition.

  • Recommended profile optimizations, enhancing brand recall and professional appearance.

  • Recommended content integration between Instagram, Facebook, and the organization’s website, resulting in improved lead management and seamless user experience.

  • Enhanced engagement through the proposed content mix.

​

Marketing strategy for the fashion competition show

Marketing strategy for the fashion competition show "Fashion Mood" 

Goal: Starting from scratch, organize and promote a brand-new fashion competition show across several Baltic countries within six months, despite limited investment.

​

Process:

  • Conducted in-depth market research, identifying a fragmented market with numerous small shows lacking media coverage, credibility, experienced event organizers, and sufficient participants.

  • Performed SWOT analysis and Porter’s Five Forces analysis to identify the product-market fit and optimal positioning.

  • Developed a strong brand identity, including corporate style, mission, vision, and tone of voice, to establish credibility and appeal.

  • Created a cost-effective omnichannel marketing strategy, leveraging:

    • SEO with long-tail keywords 

    • Paid Google Ads 

    • Organic sharing of fashion content on social media 

    • Public and media relations to secure earned media

    • Printed materials to reach offline audiences

  • Formed strategic partnerships within the fashion industry to reduce costs, collaborating with video and photo agencies, model agencies, fashion media, catering services, and educational institutions.

  • Developed a detailed content and communication plan, introducing measurable KPIs (e.g., participant growth, partnerships formed, tickets sold) and conducted monthly performance optimizations.

​

Results:

  • Secured strategic sponsorships, including partnerships with  local businesses, ensuring financial viability with limited investments;

  • Attracted 40+ participants across various categories;

  • Achieved 900+ attendees through ticket sales, surpassing initial expectations;

  • Garnered extensive fashion media coverage, enhancing the event’s reputation and reach;

  • Earned support and participation from the local cultural administration, adding legitimacy and strengthening community ties;

  • Achieved a 240% ROI, demonstrating the project's financial success and effective cost management.

  • Positioned the show as a standout event in the fashion scene, setting a foundation for future scalability.

Online marketing strategy showcasing s snack bar from Spoons of Taste GmbH

Online marketing strategy for the snacks start-up Spoons of Taste

Goal: Enhance the company's online presence and increase engagement and leads with minimal investment.

​

Process:

  • Conducted in-depth market research to identify competition in Germany, assess the company's weaknesses, and pinpoint opportunities.

  • Made strategic decisions about all online marketing measures of the company

  • Managed social media strategy, process controlling and KPI optimization. Developed a multi-platform content plan to engage users and drive leads to the website.

  • Social media efforts focused on organic growth to increase engagement before the traffic from paid ads could be effective.

  • Collaborated on giveaways with small companies in the organic/vegan/healthy lifestyle space and expert guest livestreams to boost engagement and followers.

  • Increased video content to 60% in Instagram.

​

Results:

  • Increased engagement up to nearly 3% within two months, leading to more leads and purchases.

  • Gained 600+ Instagram followers in 3 months without dedicated ads.

  • Achieved over 80% open rate for email campaigns due to value added content.

  • Optimized website user experience, reducing the bounce rate.

 

 

Branding and online marketing strategy for the company producer of digital planners

Branding, R&D and online marketing strategy for PlanningFox (digital stationary)

Goals:

  1. Develop a high-end brand concept for the oversaturated and low-priced digital market to secure a degree of passive income.

  2. Create a sustainable marketing strategy requiring minimal financial and time investment.

​

Process:

  • Conducted in-depth market research to identify entry points, market gaps, target customers, optimal pricing, high-demand keywords, and trending products;

  • Designed the brand identity, including colors and a mascot, to establish a cohesive and memorable image;

  • Developed a comprehensive product list featuring core items, complementary goods, seasonal packages, and topic-based variations;

  • Created mock-ups and high-quality product visualizations to enhance appeal;

  • Formulated a marketing strategy to build brand awareness within the American planning community, focusing on organic growth and fostering repeat sales;

  • Started sales on the Etsy platform to avoid website maintenance costs initially, with product promotion via Instagram, Etsy Ads, and Pinterest.

​

Results:

  • Maintained high pricing with customer retention on the oversaturated platform

  • Achieved a 67% ROI

  • Secured 78% of total sales organically through repeat customers and positive feedback.

  • Maintained an average company rating of 4.8–5.0 out of 5 on Etsy via customer relations management.

Market research project - Starbucks

Customer behavior and interviews 

Disclaimer: This case study is based entirely on academic research. It does not involve the mentioned company and relates to it solely through publicly available online data and personally conducted interviews with customers. Image created with Midjourney.

​Goals:

  1. Conduct a series of in-depth interviews about Starbucks to understand customer satisfaction, preferences, and behavior; assess brand perception; and identify the most effective promotional channels.

  2. Provide strategic recommendations to attract customers by utilizing psychological techniques at each stage of the customer journey.

​

Process:

  • Mapped the Starbucks customer journey to identify key touchpoints.

  • Analyzed the impact of external stimuli and in-store ambiance on customer behavior at the point of sale.

  • Reviewed Starbucks’ post-purchase strategies to assess their effectiveness.

  • Studied the experiential hierarchy model and its influence on habitual consumption at Starbucks.

  • Conducted interviews with Starbucks’ target audience to gather direct insights.

  • Designed actionable marketing implications based on collected data.

​

Results:

  • Suggested measures to reduce queues at POS based on common customer complaints.

  • Proposed enhancements to the mobile app, including deeper personalization features.

  • Recommended adjustments to the rewards program, emphasizing relational rather than transactional rewards.

  • Suggested localized strategies to increase personal appeal.

  • Developed a strategy to encourage customers to visit more than once per day.

  • Identified unmet customer needs and proposed solutions to address them.

  • Offered improvements to advertising strategies based on interview insights (placement, design, and content).

​

Strategic marketing project - Douglas Group (Germany)

PR and event-marketing

Disclaimer: This case study is based entirely on academic research. It does not involve the mentioned company and relates to it solely through publicly available online data and personal estimations such as available budget. Image created with Midjourney.

Goals:

  1. Introduce a PR concept centered on the idea that “beautiful is who does beautiful” for the new inclusive campaign, Let’s Do Beautiful.

  2. Develop a large-scale event concept to celebrate the company’s 111th birthday, aligning with the campaign message.

​

Process:

  • Conducted a SWOT analysis to identify issues, challenges, and opportunities within the specific time and context.

  • Developed a PR concept incorporating key elements of the message, suggested content, activities, guerilla PR strategies, supportive actions, and media/influencer collaboration.

  • Designed a comprehensive strategy for press conferences and guerilla PR events, including budgets, detailed scenarios, and references.

  • Designed a concept for a large Gala event featuring live performances, including KPIs, target audience, sponsorship opportunities, and a detailed budget.

  • Created a detailed event plan showcasing all elements of the celebration.

  • Designed branded press-kit mockups for campaign promotion.

  • Developed omnichannel PR and marketing campaigns across all relevant media outlets.

  • Suggested the campaign's success evaluation plan using the PII program (Preparation, Implementation, Impact).

​

Results:

  • Planned all PR and marketing events in a ready-to-use structure;

  • Presented a cohesive look-and-feel concept for the event design, ensuring consistency across all elements.

  • Defined clear, achievable KPIs for each stage of event preparation.

  • Allocated a budget to ensure measurable, tangible results.

​

bottom of page