Case study 01 · Totally Chocolate · Integrated campaign
Holiday 2026: one journey from search to custom quote
Corporate gifting drives Totally Chocolate's holiday season. I planned the digital campaign as one connected customer journey, so holiday traffic from paid search could turn into qualified quote requests and orders.
Role
Digital Marketing Specialist, campaign lead
Team
Five designers plus an outside agency
Paid media
$50K+/month in Google and Meta Ads
Status
Delivered launch-ready, Aug 2026
01 The challenge
Holiday demand needed a path, not a homepage
Holiday buyers arrive with different needs: employee gifts, client gifts, custom chocolate bars and cookies. Broad website pages made them work to find the right product and the way to request a quote.
The campaign had to connect paid search, landing pages, search visibility, lead tracking, creative and the e-commerce experience, so every channel pointed at the same next step.
Instead of sending paid traffic to broad pages, I built dedicated landing experiences around high-intent holiday searches such as corporate Christmas gifts and custom cookies.
Each page matched one search intent with its message, products and calls to action: a clear value proposition, a three-step "how it works", trusted-by logos and a short path to a custom quote.
IMPACTFocused conversion paths for high-intent holiday traffic.
02 · Optimize
SEO and organic search
Semrush · Google Search Console · WordPress · Schema
Paid media captures immediate demand; organic search needed a stronger foundation for the same commercial pages.
I used Semrush to judge keyword intent around custom chocolate, corporate gifting and holiday searches, then rewrote titles, meta descriptions, headings and page content. I added FAQ schema, image SEO and alt text, and managed URLs and redirects, validating indexing in Search Console.
IMPACTStronger organic visibility across high-value commercial pages.
03 · Measure
GA4 conversion tracking and measurement
GA4 · Google Tag Manager · Google Ads · UTM tracking
A custom quote request signals stronger purchase intent than a general contact message, so the two needed to be measured separately.
I built separate conversion paths for Request a Quote and Contact Us, with dedicated thank-you pages and GA4 events through Google Tag Manager. I also standardized UTM tracking for campaign-level attribution.
IMPACTClear lead attribution for reporting and paid media optimization.
04 · Merchandise
E-commerce and product experience
WooCommerce · WordPress · Bricks Builder
Totally Chocolate's products are highly customizable, so buyers needed to see quickly what they could create and buy.
I built the Inspiration Gallery to move buyers from "What can you make?" to real examples for their own brand or event. I also prepared new confection products in WooCommerce with customization options, categories, tiered pricing and standardized product imagery.
IMPACTAn expanded catalogue with clear quantity pricing and purchase options.
05 · Create
Holiday creative and product content
Canva · AI-assisted production · image editing
The creative positioned customized chocolate as a premium corporate gift for employees, clients and business relationships.
With the design team, I set a warm, premium visual direction and combined product photography, AI-assisted production and editing to produce campaign-ready lifestyle imagery that stayed true to the product and brand.
IMPACTOne recognizable holiday visual system across landing pages, social and email.
06 · Amplify
Social and email marketing
LinkedIn · Mailchimp · Canva
The last stage carried the campaign message beyond search and the website.
I created LinkedIn content on product storytelling and company news, and supported email campaigns with content, creative and testing, keeping website, social and email consistent.
IMPACTThe same campaign story at every customer touchpoint.
03 Outcome
A launch-ready holiday foundation
The project connected acquisition, SEO, measurement, e-commerce, creative and supporting channels into one digital foundation for the 2026 holiday season. I handed over the landing pages, tracking and paid media assets before launch.
What it shows about how I work: start from the buyer's intent, build the path before buying the traffic, and make sure every lead can be traced to its source.
