My Work.
Social Media Marketing
VADO CLOTHING CO
Social media marketing for a small brand/business. I created a marketing plan, 6 months worth of content ideas, shot footage in store, and created graphics. The main goals for this marketing plan was to increase website traffic and Instagram followers.
After 6 months:
Followers grew by 300
35% growth in website traffic
The Strategy
Platform Selection
The decision to stick with Instagram was strategic, as this was a targeted approach and our relevant individuals were on this platform.
Brand Clarity
Covering tone of voice, how we want to be perceived and making our relevant individuals want to be apart of our brand.
Content Creation
Creating illustrations through Canva and Photoshop. Also creating short-form videos in CapCut. Brand awareness and brand identity were the main objectives in mind.
Content Scheduling
A comprehensive content schedule that included content to post, based on data and the latest trends, for a month in advance.
Paids Ads Campaign
VADO CLOTHING CO
The Ad Strategy
The Results
The goal was simple - drive website sales by putting Vado Clothing Co.’s products in front of the right people at the right time. We achieved this in four ways:
Smart audience segmentation to maximise ad spend efficiency and maintain high ad quality.
Post-purchase email marketing to boost repeat purchases and increase overall customer lifetime value.
Dynamic product ads to ensure the brand wasn’t paying to promote out-of-stock items.
Psychographic and behavioural insights to strategically push high-converting products.
Before launching any campaign, I assess whether a brand has the right processes in place to sustain growth and retain customers beyond the first purchase. Acquiring new customers is great, but turning them into repeat buyers and brand advocates is where the real ROI happens
I focus on long-term results, considering factors like returning customer rates, average order value, and overall brand awareness—because a successful ad campaign does more than just generate one-time sales.
During this campaign, Vado Clothing Co. gained 137 new customers, with 60 making a purchase within the attribution window (7 days of ad interaction). The long-term revenue generated from this campaign hit $14,611.80, delivering a 3.8x Return on Ad Spend (ROAS).
But that’s not all:
The average order value increased by 61%.
The returning customer rate jumped by 73%.
47,260 people saw the ads, significantly increasing brand awareness—a valuable win beyond just sales.
At its peak, the campaign achieved a CTR of 1.93% - more than double the industry average for fashion and apparel ads.
For context, Facebook and Instagram’s average CTR for fashion ads sits at around 0.79%. That means for every 127 people who see an ad, only one will click through. Vado Clothing Co’s ads outperformed this benchmark by more than double.
“Lleyton took over our social media from me, and the difference has been incredible. I wasn’t sure if what I was doing was working, but Lleyton has completely transformed our strategy. His expertise, creativity and passion for our business have made a huge impact—I couldn’t recommend them more!”
SEO Optimisation
Electronic off-road Bikes (EORB)
Background & Strategy
While working at my previous agency, I had the pleasure to take on SEO for a business who specialised in Electronic off road bikes.
I worked with Electric Off Road Bikes (EORB) to identify their niche and differentiate from their competitors. I knew i had to raise the authority of their website and do work to help search engines understand their expertise in order to compete with competitors in their industry.
i conducted keyword research with Ubersuggest, to then creating a comprehensive spreadsheet detailing the long tail keywords, short tail keywords and backlinks.
I optimised the website by implementing the new found keywords, updating the copy, alt text, and other aspects of the website to improve the Google ranking.
The Results
After 6 months of working with EORB, we had seen a 60% increase in traffic from Google and 421 additional visitors.
Traffic is not equal to profit, so how did this impact the sales? In the same period, EORB saw a 25% increase in sales from organic traffic alone.
The returning customer rate had increased 4x, to 15%. This means 15% of customers will make re-occuring purchases.
Additional SEO projects are available by request.
Comprehensive Brand Design
SPIRIT OF TASMANIA
A class project for a university course required us to collaborate with a company and create a hypthetical innovation project. We worked with Spirit of Tasmania.
After multiple calls and emails with the team at the Spirit of Tasmania, we concluded that the passenger side to their business could do with improvement. This is where we got to work. We brainstormed ideas, took them back to the company to discuss further. We also used User Testing, which is where we get customer feedback on the User Experience (UX).
We concluded on the two following implementations:
Car package deal: To always price match the cost of a rental car and flight. We will not personally monitor this but advertise it to gain a market who would normally travel. Flying is a much cheaper option usually but having your own car in Tasmania, or the mainland, is a big positive according to our User Testing data.
Emphasis on details of tourism: According to our user research, customers are not informed on the details of the end destination, Tasmania and Victoria. We are going to include pamphlets on deck, much more details on the website and our social media. The details will include events, world famous hikes, wineries & distilleries and much more.
These implementations will assist in both customer acquisition and customer retention.
Photo courtesy of Spirit of Tasmania
For my marketing capstone in university, I was placed in a random group and we put together a 60 page comprehensive marketing plan for a new business idea.
Our business idea was an online platform exclusively designed for students enrolled at Colorado State University (CSU), allowing them to both buy and sell used furniture from fellow peers. Students are able to register on the website and verify their Colorado State University enrolment.
The Marketing plan included:
In-depth customer analysis
Competitor analysis
SMART objectives
Strategic direction incl. customer equity
Marketing strategy and action plan
Contingency plans
The full Marketing plan can be viewed here:
