IRIS SETLAKWE
For this case study, I developed a data-driven digital marketing strategy for Iris Setlakwe, a high-end Canadian women’s fashion brand, to increase brand visibility, drive online traffic, and boost e-commerce conversions. The strategy included buyer personas, Google Search Ads, keyword research, ad creative testing, landing page optimization, and budget management.
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Reflections & Learnings
This case study allowed me to design a strategic, iterative Google Ads campaign plan for Iris Setlakwe, a Canadian luxury fashion brand. With a defined budget and clear goals, I developed a structure that prioritized testing, learning, and optimization — ensuring each phase of the campaign could evolve based on performance insights once live.
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KEY TAKEAWAYS:
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Understanding audience intent in a luxury context
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Developing detailed buyer personas helped clarify who the high-value, style-conscious shoppers were and what motivated them — from craftsmanship to ethical production. This guided the tone, messaging to reflect both sophistication and authenticity.
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Keyword research shapes strategic precision
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Applying SEO principles to keyword research ensured every ad was aligned with shopper intent. This approach strengthened targeting accuracy and reinforced the connection between organic insights and paid strategy.
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Planning for iteration from the start
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Building the campaign framework required anticipating how performance data would inform future adjustments. Structuring the plan with flexibility in mind balanced creative experimentation, budget constraints, and the brand’s premium identity.
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