01
Brand Development
Developed the brand identity, visual direction, color palette and typography.
CASE STUDY · E-COMMERCE
Orbiat
An e-commerce project focused on consumer products, including StepFresh, a shoe dryer. I worked across the whole process — from brand and store setup to paid advertising, creative production, customer communication and performance analysis.
- ROLE
- Freelance Digital Marketing & E-commerce Specialist
- INDUSTRY
- E-commerce / Consumer products
- PLATFORMS
- Shopify · Meta Ads · TikTok Ads
The project operated in periods of activity and pause.
THE CHALLENGE
Present the product well, then acquire customers with paid media
The objective was to present Orbiat's products clearly and credibly online, and to acquire customers through paid advertising — turning ad spend into website purchases.
That meant building the brand and store first, then producing creatives and running campaigns measured on purchase-related KPIs.
STRATEGY & EXECUTION
From brand to campaign
02
Shopify Store
Built and managed the Shopify store, including product pages, product descriptions and brand messaging.
03
Product Research
Researched products and evaluated e-commerce opportunities, including StepFresh, a shoe dryer.
04
Creative Production
Created static ad creatives, video ads and promotional copy.
05
Paid Campaigns
Planned and managed paid advertising campaigns on Meta Ads and TikTok Ads.
06
Performance & Operations
Monitored campaign metrics to inform optimization decisions, and coordinated orders, logistics and post-purchase customer communications.
FEATURED CAMPAIGN · TIKTOK ADS
StepFresh Shoe Dryer
Campaign: “StepFresh - July 5 - 2025”Reporting period: July 4 – July 6, 2025Source: TikTok Ads Manager
A purchase-focused paid acquisition campaign on TikTok for the StepFresh shoe dryer, combining product-led video creative with ongoing performance monitoring of cost per purchase, ROAS and click-through rate.
AD SPEND
COP 100,000
WEBSITE PURCHASES
7
ROAS
4.8×
COST PER PURCHASE
COP 14,285.71
IMPRESSIONS
29,722
REACH
26,885
LINK CLICKS
296
CTR
1.00%
AVERAGE ORDER VALUE
COP 68,571.43
All figures as reported by TikTok Ads Manager; they are platform-reported, not independently audited. The date range these figures cover has not been verified against the selected reporting period above.
STEPFRESH CREATIVES
Creative Gallery
A selection of advertising creatives developed for Orbiat’s StepFresh shoe dryer campaign, showcasing product presentation, visual communication, and creative execution for paid acquisition.
Static Advertising
Video Advertising
RESULTS & ANALYSIS
What the numbers indicate
With COP 100,000 in spend, the campaign reached 26,885 people and generated 296 link clicks at a 1.00% CTR — enough traffic for 7 reported website purchases at roughly COP 14,286 each.
The reported 4.8× ROAS indicates attributed purchase value well above ad spend within the platform's attribution model. It is an advertising metric, not a measure of profit.
ATTRIBUTED REVENUE · ESTIMATE
~COP 480,000
- • Derived from the reported 4.8× ROAS × COP 100,000 spend
- • Platform-attributed, not reconciled business revenue
- • Does not represent net profit, margin or overall profitability
MY CONTRIBUTIONS
Skills applied across the project
- 01End-to-end e-commerce setup, from brand identity to a working Shopify store.
- 02Product presentation through pages, descriptions and brand messaging.
- 03Paid acquisition on TikTok Ads and Meta Ads, with purchase-focused KPIs.
- 04Creative production: static ads, video ads and copy.
- 05Campaign monitoring and data-informed optimization.
- 06Order coordination, logistics and post-purchase customer communication.
TOOLS & SKILLS
- Shopify
- TikTok Ads
- Meta Ads
- E-commerce Management
- Branding
- Product Marketing
- Copywriting
- Creative Production
- Paid Media
- Campaign Analysis
- Customer Experience