Building a digital commerce funnel for an offline-heavy consumer brand

Context

• The brand’s sales were still overwhelmingly driven by offline drugstore channels, while management wanted e-commerce to become a much larger part of the business.
• It was already selling through its own website and multiple third-party marketplaces, while social activity ran across Facebook, Instagram, and TikTok.
• Our social media remit therefore had a broader commercial purpose: support online acquisition, improve the efficiency of digital spend, and gradually direct more customers toward the brand’s owned website instead of relying entirely on third-party platforms.

My role

I handled the social media strategy, including content planning and paid-media recommendations, while also advising the client on ways to strengthen website conversion and connect marketplace activity back to its owned e-commerce channel.

Approach

• Built social content calendars around acquisition and commerce objectives
• Planned paid-media spending across key social channels
• Used Facebook, Instagram, and TikTok as traffic drivers toward e-commerce destinations
• Recommended ways to make the website a more attractive purchase channel
• Advised on tactics to convert marketplace customers into owned-channel customers
• Proposed including a QR-code insert in marketplace orders that directed buyers to the website with a first-order incentive
• Framed acquisition as the first step, with retention becoming more efficient once customers could be brought into a repeatable owned-channel system

Outcome

• The client implemented several recommendations, including the QR-code insert designed to encourage marketplace buyers to make future purchases through the website.
• Over time, the brand also saw more customers checking out directly through its owned site.
• The work helped shift the role of social media from a standalone content function toward a broader acquisition and retention system connecting social, marketplaces, and the brand’s website.