Digital Marketing Strategy with GenAI
Allocating a 1M euro marketing budget across 5 digital channels for an eco-responsible hiking brand, using GenAI for ad creation.
Business Context
Jellyfish, a global digital marketing agency, challenged students to think like media planners. The brief: launch an eco-responsible hiking equipment product line with a constrained budget.
Strategic Problem
How to spend 1 million euros in marketing budget across 5 digital channels for a hiking equipment brand launching an eco-responsible product line? And how to use GenAI tools to create the ad?
Data Sources
Channel performance benchmarks, audience segmentation data, CPM/CPC rates, conversion funnel metrics, and eco-consumer behavioral data.
Methodology
Built a multi-channel budget allocation model optimizing for reach and conversion. Segmented audiences by eco-sensitivity. Used GenAI tools to produce ad creatives aligned with brand positioning.
Key Results
Delivered a complete media plan with channel-by-channel allocation, projected KPIs, and GenAI-produced ad creatives ready for deployment.
Business Impact
Demonstrated practical GenAI integration in marketing workflows. Applicable framework for any brand managing multi-channel digital campaigns with sustainability positioning.