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DHL Marketing Campaign
Role
Marketing Strategist
Location
Algonquin College, 1385 Woodroffe Avenue, Ottawa, ON K2G 1V8
Date
September 2023-December 2023
Responsibilities
I created a media strategy for DHL Canada by first conducting audience research using data from Statistics Canada, PEW Research, and IAB Canada. I focused on young Canadians aged 18 to 29 and discovered that they primarily use smartphones, laptops, and desktops. For a deeper analysis, I analyzed a Facebook Ads case study from Damas Jewellery, which helped me understand how Facebook’s Advantage+ Catalogue effectively targets the right audience. Based on this research, I planned a media timeline for DHL Canada using a blocking chart—focusing on building awareness during weeks 1 to 3 and driving sales in week 4. I recommended displaying DHL ads across smartphones, laptops, and desktops to align with the target audience’s media habits and ensure the strategy matched their preferences.
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