CASE STUDY — AWFULLY CHOCOLATE GROUP
2 months' revenue in 10 days — a compressed-window campaign
A multi-brand F&B group needed a season's worth of revenue compressed into a short campaign window, against bigger players with bigger budgets. Sequencing SEO landing pages, segmented CRM/EDM and paid support against a curated media calendar generated two months' revenue in 3–10 days.
E-Commerce & Digital Marketing Executive. Nov 2022 – Oct 2023.
Problem
Awfully Chocolate Group needed to compress a season's worth of revenue into a short campaign window — competing against bigger players with bigger budgets, across a multi-brand F&B portfolio with a shared customer database.
Constraints
The compressed timeline left no room for sequencing mistakes — every channel had to land in the right order. Budget was smaller than competitors', ruling out an outspend strategy. The customer database spanned multiple brands, so segmentation had to be precise to avoid fatigue or irrelevant messaging.
Process
Led the campaign end-to-end: SEO-optimised landing pages built ahead of launch to capture organic demand immediately, targeted lead generation, and CRM/EDM pushes to a segmented customer database timed against a digital media calendar curated for the year. Paid support filled demand gaps the organic and CRM channels couldn't reach in the short window.
Result
Two months' revenue generated within 3–10 days of launch. The equivalent of a full season's return, compressed into a single sequenced push.
What I'd do differently next time
Pre-build two extra EDM segments for edge-case customer groups — the compressed timeline meant some segmentation was finalised later than ideal.