Company: DTC World
Type: School Project
Timeline: Apr-Sep 2025
Grade Attained: A
Conducted consumer research to define a marketing problem and suggest marketing campaigns to tackle the problem.
Project Overview
My very first real-client project.
I worked with a team to conduct consumer research through interviews and surveys, analyse the data, define a marketing problem for DTC World, and present it to them.
From there, we generated A/B test content, developed marketing campaigns, and presented them to DTC World to address the identified marketing problem.
The Process
- Consumer Research
To identify the marketing problem for our client, my team and I designed a questionnaire and conducted surveys in areas with high footfall among our target respondent profile. It was my first experience approaching strangers for survey responses. However, I was prepared for the amount of rejection I was about to receive thanks to my prior experience with Tiger Brokers. Despite initial hesitation, it became a valuable exercise in communication, persistence, and data collection.
- Identifying the Issue
We gathered close to 100 responses and began data analysis. First, we created a plan for which types of charts and visualisations we would use for each question to represent our findings effectively. [Insert image of planning sheet]
Each team member was assigned specific charts to create, ensuring everyone contributed equally to the analysis. Based on the data insights, we conducted follow-up interviews to understand the reasoning behind the observed trends. These findings helped us define a clear marketing problem statement, which we later presented to DTC World along with our supporting data.
- A/B Testing Content
Once we identified the core marketing challenge, we developed eight pieces of social media content for A/B testing. Each post was tailored to test different platforms, audiences, and paid ad strategies. Knowing which content performed better on which platform and targeting helped us make informed recommendations and present a more targeted social media plan for DTC World. In addition to digital campaigns, we also conceptualised event-based marketing ideas to complement the strategy.
- Developing Marketing Campaigns
Creating unique campaigns for a B2B audience posed its own challenges. We wanted our ideas to stand out, yet we often encountered creative blocks. To overcome this, I conducted additional research into recent successful campaigns, such as Chagee’s Bestteas, to better understand what makes a campaign resonate. This process inspired me to explore both event and social media campaigns rather than focusing solely on one medium.
Ultimately, we presented two full campaign concepts alongside social media calendars, budget allocations, and predicted ROI to DTC World. This project not only strengthened my understanding of marketing strategy but also honed my ability to balance creativity with data-driven decision-making.
The Outcome, Reflection / Key Takeaways
In both the first and second presentations, my team’s ideas were selected as the client’s top choice, and I received an A grade for the project.
Through this experience, I gained a deeper understanding of marketing campaigns — from the strategic thinking that drives them to how impactful ideas are developed and executed effectively.
Working on this project allowed me to strengthen my skills in research, campaign planning, social media content creation, and presentation. I learnt the importance of stepping into the shoes of my target audience to understand their needs, motivations, and preferences to craft more relevant and effective marketing strategies.
Interested in knowing more about this project or my experience? [Let’s Connect]