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Petite Papaya

OVERVIEW

Petite Papaya is a brand that I created to sell nursery decor and children’s goods via an online store. 

MY ROLE

As a team of 1, I performed the marketing, tech, research, sales, and business operations. I established success metrics and developed the strategies to reach company goals. 

PRIMARY GOAL

Curate a collection of affordable goods that are desirable yet unique, fit within a particular niche, with gross margins ≥30%. Build a brand and launch an online store aiming for a conversion rate of 2%.

RESEARCH

Utilized Facebook Audience Insight tools to determine niche target market and Google Trends for market research. Performed keyword research via Google Keyword Planner and Keywords Everywhere to find low competition, low cost-per-click, and frequently searched-for products. 

Sourced suppliers and manufacturers via Worldwide Brands and Thomasnet. Evaluated costs associated with production, shipping, fulfillment.

Competitive analysis - Customers that purchased from small retailers were the key market segment. Reviewed competitor sites to understand where Petite Papaya could fit in and how to compete in the space. Considering prices, delivery speed, customer service, product selection, consumer loyalty. 

DESIGN
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The logo needed to be simple enough to use in a variety of ways and fit with the brand image and the color palette needed to reflect a children's store. 

 

Selected sans serif fonts for legibility and clean look. Website should have sufficient white space to direct attention to the content and avoid clutter. Wanted the layout to easily move customers through the conversion funnel.

Petite Papaya Logo.png

STRATEGY

Evaluate each physical product’s success over a set course of time based on revenue and scale ad campaigns accordingly. Source products harmonious to one another to boost opportunities for cross-sells; mixing high perceived value items with impulse purchases. 

Understand where our customers spend time online and determine 5 other topics they search for when they’re not searching for a particular product.

Increase customer retention via email marketing campaigns and social media.

CUSTOMER PERSONAS

Emilia Jackson

Age: 29 

First baby is on the way. Needs nursery decor that is less expensive than what she can find at a specialty store yet less mainstream than what the big box stores carry. Spends time on Instagram and Pinterest.

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Carol Hidalgo

Age: 68 

Has several young grandchildren and enjoys sending them gifts. Spends a lot of time browsing Facebook. Makes impulse purchases online based on ads she sees.

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Vanessa Nguyen

Age: 36

Going to her third baby shower of the year and needs an affordable yet unique gift that wouldn't be found in the big box stores. Hangs out on Pinterest. 

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MARKETING

Wrote copy to prioritize a product’s benefit over specific features. 

Utilized various Google Ads: Shopping Campaigns (lower cost-per-click), Search Campaigns (for scaling), Display Campaigns (for re-marketing).

Prior to running Facebook product ads, ran a “like campaign” to the store’s Facebook page to increase engagement.

Used flex targeting to display ads to several groups; running 1% look-alike audience ads for top products.

 

Tested Pinterest ads and found that most conversions came from non-ad pins from the Petite Papaya boards. Worked with a team at Pinterest to try and reduce cost per conversion, but ultimately decided to allocate this portion of the advertising budget to Google Ads.

EMAIL CAMPAIGNS

Launched various email marketing campaigns: initiation flow to introduce the customer to the brand, abandoned cart flow, post-purchase flow to reduce buyers remorse, engagement flow to provide content so they remember the brand, and promotional flows for events.

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