Nöz Social &
Search Strategy
A full-funnel digital marketing strategy for an eco-friendly sunscreen brand targeting London's health-conscious, adventure-loving consumers.
What is Nöz?
Nöz is a colorful, eco-friendly sunscreen brand known for its vibrant stick packaging and commitment to sustainability. Vegan, reef-safe, and easy to carry, Nöz positions itself as the SPF essential for every adventure — from beach getaways to backyard festivals.
For this project, I developed a comprehensive Social & Search Strategy targeting London consumers aged 21+, particularly those who identify as eco-conscious travelers, festival-goers, and everyday sustainability advocates.
Instagram Content Pillars
I defined three content pillars aligned with Nöz's brand identity and target audience lifestyle. Each pillar drives a different type of engagement and speaks to a specific facet of the Nöz customer persona.
Vacation & Getaway Adventures
Showcasing Nöz as the must-pack travel companion for sun-soaked adventures. Targeting frequent travelers seeking eco-friendly SPF solutions.
Everyday Eco-Consumer Life
Positioning Nöz within the sustainable living narrative — making eco-conscious choices part of everyday routines, one product at a time.
Festival & Party Vibes
Tying Nöz to summer festivals, outdoor events, and vibrant social gatherings — where fun and sustainability collide.
Published Content
Three posts were created and published to Instagram (@mariacabreragca), each aligned with a content pillar. Captions were crafted to include a product benefit, a clear call to action, and the brand hashtag #getnoz.
Selection Criteria & Chosen Influencers
The influencer selection was guided by three key criteria designed to maximize campaign relevance and ROI for Nöz's UK market.
Audience Overlap & Retargeting Fit
Influencers whose followers closely match Nöz's target persona — eco-conscious London consumers aged 21–45 who travel frequently and engage with sustainability content.
High Link-Click / Swipe-Up Rate
Prioritizing influencers with a demonstrated track record of driving traffic — not just likes — ensuring campaigns contribute to website visits and potential conversions.
Proven Story & Reel Quality Assets
Selecting creators who consistently produce high-quality visual content suited for Stories and Reels — the primary ad formats Nöz leverages on Instagram.
Meta Ads: Interest-Based & Retargeting
Two Meta ad campaigns were developed — one for cold audience acquisition via interest-based targeting, and one to re-engage warm audiences who had previously interacted with the brand's Facebook page.
Designed with a vibrant, travel-inspired visual to evoke London's eco-conscious adventurers. Audience targets interests including Adventure Travel, Vacations, Outdoor Recreation, and Frequent Traveler behavior.
"Missed out on Nöz?" headline leverages FOMO to re-engage warm audiences. Bright product packaging is showcased front-and-center to trigger recognition and drive return visits.
Performance Analysis
The conversion campaign (Noz_NozscreenUK_Conversion) delivered strong results against benchmarks, with the CPA coming in below the target — a signal of an efficient, well-targeted campaign.
| Campaign | Spend | Impressions | Clicks | Conversions | CPA | vs. Benchmark |
|---|---|---|---|---|---|---|
| Nöz UK Conversion | $19,500 | 3,654,986 | 19,987 | 2,567 | $7.59 | ↓ 31% below benchmark |
With a CPA of ~$7.59 beating the $10.98 benchmark by over 30%, the recommendation is to continue and scale the campaign — gradually increasing budget to capture more conversions at this efficient cost-per-acquisition.
Google Ads Keyword Strategy
Keywords were organized into three distinct ad groups, each targeting a specific intent cluster — eco-conscious shoppers, skin-benefit seekers, and direct purchase intent.
Key Takeaways
Content pillars drive consistency
Defining clear content pillars before creating posts ensured that every piece of content served a strategic purpose and spoke directly to a specific audience mindset.
Audience alignment is everything
Matching influencer audiences to the brand persona — not just follower count — is what makes influencer campaigns actually convert rather than just generate impressions.
FOMO works in retargeting
The "Missed out on Nöz?" creative strategy is a proven retargeting tactic. Warm audiences respond to reminder-style messaging that taps into mild urgency.
Beating benchmarks = scale signal
When CPA is running 30%+ below benchmark, that's a green light to increase budget. Understanding cost-efficiency metrics is essential to making smart scaling decisions.