Kinvara Skincare - Digital Communications Plan

I developed a comprehensive Digital Communications Plan for Kinvara Skincare, an award-winning Irish natural skincare brand.
The goal was to enhance brand awareness, customer engagement, and online sales through a cohesive mix of website optimisation, search marketing (paid and organic), and rich media advertising.
This plan was designed to be scalable for both domestic (Ireland) and international markets.

Project Objectives

  • Increase brand visibility in key markets through targeted digital channels.

  • Drive qualified traffic to Kinvara Skincare’s website using SEO and paid search.

  • Boost conversions via improved website UX and CRO-focused updates.

  • Leverage remarketing to re-engage visitors and drive repeat purchases.

Research & Insights

I conducted market and competitor analysis to understand:

  • Audience demographics & behaviours: Predominantly eco-conscious women aged 25–44, interested in natural skincare and sustainability.

  • Competitor landscape: Identified gaps in competitor SEO, social media, and display ad strategies.

  • Industry trends: Growth in ethical beauty products, increased focus on authenticity and environmental responsibility.

Key Strategies

1. Website Optimisation

  • Refined product descriptions to emphasise benefits over features.

  • Enhanced mobile navigation and checkout flow for faster purchases.

  • Integrated customer reviews and UGC to increase trust signals.

  • Recommended richer storytelling about ingredients and sustainability.

2. Search Marketing

  • Organic SEO: Keyword targeting for high-intent search terms such as natural skincare Ireland, vegan face serum, and cruelty-free beauty.

  • Paid Search: Google Ads campaigns focusing on branded keywords, product-specific searches, and competitor targeting.

3. Rich Media Advertising

  • Developed concepts for display banners, video ads, and remarketing campaigns.

  • Storyboarded video ads highlighting Kinvara’s Irish heritage, natural ingredients, and customer testimonials.

  • Display ads designed for seasonal campaigns and product launches.

Execution Plan

  • Short-term (1–3 months): Quick-win SEO fixes, high-converting paid search campaigns, and retargeting launch.

  • Medium-term (3–6 months): Website enhancements, content expansion, and brand storytelling.

  • Long-term (6–12 months): Expansion into UK & US markets with geo-targeted campaigns.

Projected Outcomes

  • +20% increase in organic traffic within 6 months.

  • +15% uplift in paid ad CTR.

  • +10% improvement in conversion rates from website enhancements.

  • Increased repeat purchases through remarketing campaigns.

Reflection

This project challenged me to balance brand storytelling with performance marketing, ensuring every recommendation was both visually compelling and data-driven.
By blending technical SEO, engaging content, and creative advertising, I created a plan that not only attracts customers but builds long-term loyalty.

  • Executive Summary.

  • Competitor analysis.

  • Buyer Persona.

  • PageSpeed Insights Report.

  • Google Ads Mockup.

  • Retargeting Mockup.

    Retargeting Mockup.

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