Project Willow
Connecting campaigns, commerce and measurement for a children’s emotional-learning brand
Willow is a character-led storytelling and emotional-learning brand that helps children recognize, understand and communicate their emotions at home and at school. Its product range gives families and educators practical ways to introduce emotional learning through engaging characters and stories.
The products were distinctive, but the digital experience did not explain their value clearly or provide a seamless path to purchase. Earlier advertising lacked a defined strategy and reliable measurement, while the shopping journey made it difficult to move from campaign interest to product selection and checkout.
Where they were
The product range was distinctive, but the digital experience did not communicate its value clearly or provide a seamless route to purchase. Earlier advertising lacked a defined strategy and reliable measurement, while the landing page made it difficult to move from discovery to format selection and checkout.
Limited analytics also made it hard to understand behavior, diagnose drop-off and improve future campaigns.
What we did
1. Digital setup and campaign review
We assessed the landing page, purchase journey, advertising activity, analytics coverage and attribution setup, then compared campaign clicks with website, checkout and commerce data to separate attention from genuine purchase intent.
2. Growth and measurement strategy
We translated the findings into priorities for audiences, objectives, budgets, creative testing and landing-page improvements, supported by connected website, advertising, behavior and commerce measurement.
3. Mobile-first shopping journey
We built a dedicated shop landing page that explains the characters, emotional-learning value, product formats and benefits before guiding families and schools toward checkout.
4. Structured campaign phases
We organized the next four paid-social phases around focused targeting, clear objectives, controlled budgets and defined creative tests, refining each phase as real audience behavior became available.
5. Unified performance view
We brought advertising, website and commerce data into one reporting view so the team could see the complete journey from engagement through checkout and purchase.
6. Data-informed creative
We used campaign performance to form hypotheses about messages, formats and product angles, then translated those insights into new concepts for feed, short-form video and story placements.
Where they are now
The brand now has a clearer path from campaign engagement to purchase, supported by a mobile-first shop, a structured campaign program and connected analytics across advertising, behavior, checkout, purchases and revenue.
Each campaign can now inform the next phase of targeting, creative development, customer-journey improvement and growth.
Strategy made tangible
- Brand refresh
- B2B marketing
- Strategic brand direction
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