Women of the Year Campaign
Developed and executed a jewellery client's annual brand awareness campaign, coordinating an integrated digital strategy across Meta Ads, email marketing, organic social media and website communications to strengthen brand positioning, increase public engagement and support voucher redemption.
Client
Jewellery brand from Malta
Role
Senior Digital Marketing Executive
Timeline
2 months
The Challenge
The Women of the Year campaign was designed to strengthen the brand's reputation as a premium jewellery brand that celebrates and empowers women. Unlike commercial campaigns focused primarily on sales, the objective was to build long-term brand equity through storytelling, community engagement and an exclusive awards ceremony featuring influential women, public figures and content creators. A secondary objective was to encourage customers to redeem €10 promotional vouchers towards higher-value purchases while maintaining the campaign's brand-first approach.
KPIs
- Website traffic
- Public voting participation
- Social media engagement
- Email performance
- Voucher redemption
My Role
As Senior Digital Marketing Executive, I was responsible for planning and executing the campaign's digital marketing strategy from concept through launch.
- Developing the overall communication strategy
- Defining campaign objectives and KPIs
- Creating the campaign calendar
- Coordinating designers and media buyers
- Planning communication across all digital channels
- Managing Meta advertising
- Planning the email marketing journey
- Coordinating campaign launches
- Monitoring campaign performance throughout the campaign
Campaign Strategy
Rather than focusing on direct sales, the campaign was designed around storytelling and audience participation. The campaign was divided into several communication phases:
Phase 1 — Campaign Launch
Objective: Introduce the Women of the Year initiative and generate awareness.
Communication:
- Organic social media
- Email announcement
- Website landing page
- Meta awareness campaigns
Tone of voice: Celebrating inspiring women.
Phase 2 — Nominee Storytelling
Objective: Build emotional engagement by introducing each nominee and encouraging the audience to connect with their stories.
Each nominee's story was presented individually, highlighting her achievements and explaining why she had been nominated.
Communication:
- YouTube
- Website
- Email marketing
Phase 3 — Public Voting
Objective: Encourage audience participation while increasing website traffic.
The public was invited to vote for their preferred nominee through a dedicated landing page on the company's website.
Communication:
- Meta Ads
- Organic social media
- Email reminders
- Website voting page
Phase 4 — Event Promotion
Objective: Build anticipation for the awards ceremony and reinforce the prestige of the event.
The campaign highlighted guest speakers, influencers, distinguished attendees and event preparations leading up to the ceremony.
Communication:
- Organic social media
- Meta Ads
- Email marketing
Phase 5 — Event & Post-Event
Objective: Celebrate the winner while extending the campaign through post-event content.
Communication:
- Live event coverage
- Winner announcement
- Photography
- Video highlights
- Thank-you communication
- Post-event social content
Communication Channels
The campaign was delivered across multiple channels, each serving a specific purpose within the funnel.
Organic Social Media
Objective: Support every stage of the campaign through content and community engagement.
Platforms: Facebook, Instagram, LinkedIn, YouTube.
Activities included:
- Nominee introductions
- Storytelling posts
- Voting reminders
- Event countdown
- Behind-the-scenes content
- Live event coverage
- Winner announcement
- Post-event highlights
Meta Ads
Objective: Support both awareness and engagement throughout the campaign.
Target audience: Women aged 25–55 with interests in fashion, jewellery, lifestyle and female empowerment.
Activities included:
- Audience segmentation
- Awareness campaigns
- Website traffic campaigns
- Voting campaign promotion
- Creative optimisation
- Budget allocation
- Performance monitoring
Email Marketing
Activities included:
- Campaign announcement
- Nominee introductions
- Voting invitations
- Voting reminders
- Event reminders
- Winner announcement
- Post-event recap
Website
Objective: Provide a central hub for the campaign.
Activities included:
- Introduce the initiative
- Present all nominees
- Host the public voting system
- Provide event information
- Support voucher communication
Brand Positioning Strategy
One of the campaign's key strategic objectives was to strengthen the brand's premium brand perception. This was achieved by:
- Celebrating inspiring women through authentic storytelling
- Encouraging public participation through online voting
- Hosting an exclusive awards ceremony
- Inviting influencers, business leaders and distinguished public figures
- Collaborating with premium cosmetic brands for sponsored goodie bags
- Creating an event experience aligned with the brand's values and premium positioning
Project Management
To ensure a successful campaign, I created a detailed execution calendar outlining:
- Campaign phases
- Content schedule
- Creative requirements
- Communication timelines
- Channel activation dates
- Email marketing schedule
- Meta Ads launch schedule
- Team responsibilities
- Event milestones
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