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CASE STUDY · LOCAL BUSINESS

Artes y Manualidades logo

Artes y Manualidades

Hands-on digital marketing combined with customer-facing sales and day-to-day commercial operations for a local craft business.

ROLE
Multimedia and Sales Assistant
PERIOD
May 2020 – December 2022
  • Social Media Content Creation
  • Video Editing
  • Meta Ads Campaign Setup
  • Local Digital Marketing
  • Audience Growth
  • Customer Service and Sales
  • Inventory Management
  • E-commerce and Shipping Expansion

THE CHALLENGE

Strengthening local visibility and reaching further

Artes y Manualidades operated in a local market and had the opportunity to improve its digital presence, reach more potential customers and expand its commercial reach.

I supported the business through social media content, promotional videos, early hands-on work with Meta Ads, and direct participation in sales and customer service — giving me a view of both sides: how attention is created, and how it is turned into sales.

STRATEGY & EXECUTION

Content, campaigns and commercial operations

01

Social Media Content & Video Production

  • Designed promotional graphics and social media posts.
  • Edited videos for publication on social media.
  • Improved the quality and presentation of published content over time.
  • Created content intended to increase visibility, impressions, engagement and followers.

02

Meta Ads Campaign Setup

  • Configured and launched Meta Ads campaigns directly.
  • Gained practical experience setting up campaigns and promoting content to potential customers in the local market.
  • Supported visibility, impressions and audience growth objectives.

03

Sales & Business Operations

  • Customer service and communication with potential buyers.
  • Supported sales conversations and closed sales.
  • Managed inventory.
  • Helped coordinate the commercial activities required to serve customers.

No verified advertising performance metrics (budget, reach, CTR, conversions or ROAS) are available, so none are shown.

RESULTS · INSTAGRAM AUDIENCE

From ~100 to 2,034 followers

STAGE 1 · PAID CAMPAIGN GROWTH

~100~1,700

Through paid advertising campaigns that I configured and managed, the Instagram account grew from approximately 100 to 1,700 followers.

STAGE 2 · ORGANIC GROWTH

~1,7002,034

Following that stage, the account continued to grow organically, reaching 2,034 followers.

STARTING AUDIENCE · APPROX.
~100
AFTER PAID STAGE · APPROX.
~1,700
ORGANIC GROWTH · CALCULATED
~334
FINAL FOLLOWERS · SCREENSHOT
2,034
PUBLISHED POSTS · SCREENSHOT
209

~100 and ~1,700 are approximate figures. 2,034 followers and 209 posts are shown in the supplied profile screenshot. The ~334 organic followers is calculated from the approximate 1,700-follower milestone and the final 2,034 count; it reflects organic growth during the period and is not attributed exclusively to my work. No ad budget, reach, impressions or cost-per-follower figures are available.

Before-and-after graphic of the Artes y Manualidades Instagram profile: about 100 followers before and 2,034 followers with 209 posts after.
Instagram Growth — Paid Campaigns and Organic Growth. Illustrative graphic: the phone screens are mockups, not authentic historical screenshots. The “+1,934” total combines both stages (paid ~100→~1,700, organic ~1,700→2,034); “Before” post and following counts are not verified.

RESULTS · NATIONWIDE EXPANSION

From local city to nationwide shipping

During my time at Artes y Manualidades, the business expanded from shipping primarily within its local city to serving customers nationwide. Beyond content and ads, I worked directly with buyers, closed sales and managed inventory — the operational side that makes serving a wider market possible.

WEEKLY SALES · NATIONWIDE SHIPPING

COP 600K–900K

approx. per week

  • • Sales revenue — not profit
  • • Excludes sales within the local city
  • • Not total company revenue, and not attributed solely to marketing

DIGITAL MARKETING CONTRIBUTIONS

  • Social media graphics and promotional video production
  • Hands-on Meta Ads campaign setup
  • Improved content presentation and visibility efforts

KEY LEARNINGS

Marketing only matters when it connects with sales

Working on content, campaigns, sales and inventory at the same time gave me a practical understanding of how digital marketing connects with day-to-day business operations.

  1. 01Creating content with a clear promotional purpose, not just for presence.
  2. 02Configuring and launching paid campaigns hands-on in Meta Ads.
  3. 03Understanding how visibility and audience growth open commercial opportunities.
  4. 04Recognizing that customer service and sales execution decide whether interest becomes a sale.
  5. 05Seeing how marketing and operations work together to support business expansion.
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