Digital Acquisition Strategy · Course Project

Hi Yogurt

Diagnosing a fragmented acquisition journey and defining clearer roles for social, search, web, and seasonal campaigns for a growing beverage brand.

Context: Strategy study of a real Canadian beverage brand
Timeline & role: 4 weeks · Lead strategist in a team project
My activities: Business diagnosis, audience mapping, funnel and channel strategy, seasonal campaign concept
Output: Strategic report, channel framework, campaign direction, phased roadmap

01 · Business challenge

Strong products, weak acquisition structure.

Hi Yogurt had expanded across the GTA and Los Angeles with distinctive yogurt drinks, Halal options, pet-friendly products, and local partnerships. Yet growth had produced separate social accounts, inconsistent messaging, and a weak bridge from discovery to product information and store action.

The visible symptom was winter sales decline. The deeper issue was a fragmented digital acquisition system.

I separated four signals from the diagnosis so the project would not jump from a broad business problem straight to campaign execution.

Current-state diagnosisFour signals pointed to one structural acquisition problem.

01 · SEASONALITY

Cold drinks lost relevance in winter.

The issue required repositioning, not only another discount.

02 · FRAGMENTATION

Location accounts diluted one brand voice.

Separate content systems weakened consistency and reach.

03 · HAND-OFF

Discovery did not lead clearly to action.

Social, web, search, and store information behaved like separate touchpoints.

04 · DIFFERENTIATION

Distinctive products were under-explained.

Halal, pet-friendly, and local partnership value was not consistently communicated online.

02 · Audience + positioning

Move beyond a generic “bubble tea customer.”

I mapped four audience groups—students, fitness-conscious consumers, pet owners, and culturally diverse local communities—to identify what genuinely connected them.

The shared opportunity was not age alone. It was a preference for distinctive, approachable, and experience-led products.

This framing made the later channel decisions more specific: social could create discovery and cultural relevance, while web and search needed to explain ingredients, inclusivity, products, and locations.

Audience map for students, fitness-conscious consumers, pet owners, and diverse local communities — Audience map · Strategic inputFour segments, connected by lifestyle, values, and feel-good product experiences.

03 · Funnel direction

Give every channel one clear job.

The strategy organized the digital journey around intent. Social introduces product appeal and seasonal stories. Search captures people already looking for a product or location. The website explains the menu and brand, while store information turns interest into a visit.

This shifted the recommendation away from isolated content ideas and toward a connected acquisition funnel.

01 · DISCOVER

Instagram

Consolidate the brand voice and use visual storytelling to create product curiosity.

02 · EVALUATE

Search + Web

Capture direct intent, explain differentiation, and make menu and location details easy to find.

03 · CONVERT

Store visit

Connect digital information to a confident location and purchase decision.

Connected acquisition funnel showing channel roles and customer touchpoints — Acquisition system · Channel rolesAwareness → consideration → intent → conversion → loyalty.

04 · Seasonal campaign

Reframe winter, not just discount it.

The campaign direction “Warm bubble tea or cool yogurt?” reframed the brand as a choice rather than a cold-only product. Familiar yogurt flavours could be experienced in a warm or cold bubble tea format, with a trial promotion supporting the seasonal message.

The creative is a concept proposal, not a launched campaign or a measured business result.

The promotion supports trial, but the strategic move is the contrast between warm familiarity and cool product distinctiveness.

Warm bubble tea or cool yogurt seasonal campaign concept — Seasonal concept · Proposed creative directionTurn a weather constraint into a product choice.

05 · Roadmap

Make recommendations executable.

The final roadmap moves from structural fixes to campaign execution: consolidate social presence, clarify the brand’s digital narrative, strengthen search and website connections, then activate seasonal messaging with a consistent measurement plan.

01Foundation: align account structure, ownership, and location information.
02Connection: define social, search, website, email, and store hand-offs.
03Activation: launch seasonal creative within the shared channel logic.
04Evaluation: measure reach, qualified site visits, store-intent actions, and campaign learning.

Short-, medium-, and long-term roadmap with proposed actions, channels, and success indicators — Phased roadmap · Proposed measurement frameworkRecommended actions and success indicators—not realized growth results.

What this project demonstrates

Strategy becomes useful when the diagnosis, channel logic, and next actions connect.

Business diagnosis

I separated the seasonal symptom from the structural acquisition problem underneath it.

Funnel thinking

I defined distinct roles for discovery, evaluation, intent capture, and store conversion.

Campaign direction

I translated a seasonal constraint into a focused message platform without presenting projected impact as realized.

Practical planning

I organized recommendations into phased actions and an evaluation framework.