Digital Product Portfolio

Table of Contents

1. Persona 2
2. Digital Content: Instagram Reels 2
3. Paid Ads 1: Google Ads 3
4. Paid Ads 2 – Social Media Ads (Instagram Ads) 4
5. Landing Page for Ads: 5
6. Digital Customer Journey 6

 

1. Persona

Name: Emily Johnson

Demographic: Female, aged 28, an urban professional living in Sydney on an annual salary of $60,000. 

Psychographic: An advocate for a sustainable lifestyle, enjoys a healthy life and is extremely eco-conscious as well as tech-savvy, following a minimalist approach to consumption. 

Behavioural: Researches and invariably buys sustainable products online, engages with eco-conscious brands on social media, and reads reviews before she purchases.

Webography: Spends an average of 2–3 hours a day on Instagram, majorly engaging with sustainability content, while using Pinterest for ideas and being part of Facebook groups that focus on eco-friendly living. 

Pain Points: Not having clear, transparent sustainable claims from brands makes it hard for her to trust them. 

Touchpoints of Trust: Depends upon certifications that are clear and easy to understand, genuine reviews by customers, and transparency processes regarding the brand such as source of materials and eco-friendly initiatives. 

Consumer Influencers: Influencers in lifestyle, with a more definite angle of the sustainable theme, influence extensively her horizon, especially on Instagram. 

Overview:

Emily portrays the new youth generation of eco-conscious millennials who will capture and mould the tendencies of the market. As a result of many recent studies (Ashia, 2025), it is now confirmed that millennials, and specifically urban women, make up the majority of the demographics that prioritize sustainability over price. Emily is characterized in almost all her digital behaviours as an ideal target for our digital marketing strategy. Just as the brand enjoys strength in visual storytelling and transparency in its online messaging, so too does it align perfectly with its primary platform, Instagram. Pain points like hers further exemplify the need to build trust through clear communication and certification. Authenticity matters to her when it comes to brand connection.

2. Digital Content: Instagram Reels 

About the Product testimonial from the customers about the use of the product in their daily lives, and a culmination with a “how-to” demonstration.

Description:

Instagram Reels serve as the most popular content format for young audiences, those who enjoy short, impactful, and visually pleasing materials, as well as spend a whole lot of time on Instagram. Thus, Reels form a priority in the algorithm, giving higher audience reach and engagement. Therefore, the choice of the medium lies in the delivery of under-60-second messages that are concise yet striking, very much suitable for Emily’s busy lifestyle.

Their meaning is in powerful visuals: from eco-friendly packaging of the product to presentation in very relatable, everyday contexts. To seal the deal, the testimonials complete the video to promote realness, seen through Emily’s touchpoints of trust. It’s also followed by a practical demonstration of how the product is operated by the consumer.

Figure 1: Infographic of Instagram Reels

(Source: Instagram.com)

This format, therefore, matches Emily in terms of preference for visual-first and meaningful content infused with elements in the platform such as hashtags, trending audio, and interactions to maximize visibility. Independent studies show that Instagram Reels have an engagement rate of up to 22 per cent more than that of standard posts or stories (Xina, 2024). Marrying Emily’s habits with this behaviour, therefore, maximizes opportunities for her to engage with the content and pursue the product in more depth. Also, present in the Reel is a well-defined call to action, for example, “Learn more,” or “Shop on,” which goes on to the landing page of the viewers, building the easy transition in the customer journey.

 

3. Paid Ads 1: Google Ads

Settings:

Keywords: “sustainable products online”, “eco-friendly shopping”, and “ethical brands for millennials”.

Target: Female, aged 25-35, who are urban and have disposable income over $50,000.

Budget: $100/day with bid modifications toward mobile searches.

Ad Copy: “Find Authentic Eco-Friendly Products – Shop Now for Ethical Living!”

Metrics: Click-through rate (CTR), Quality Score, and conversion rate.

Description:

Google Ads create direct access to users who are actively searching for eco-conscious products. Emily who tends to search online for reliable sustainable brands fits perfectly in this strategy. Breno says that when you focus on the high-intent keywords, the user is led to believe that this ad is for someone with a high probability of conversion.

Google Ad settings

Here is a detailed breakdown of the Google Ad settings based on your description:

Campaign Settings

• Campaign Goal: Sales
• Network: Search Network (Google Search and search partner websites)
• Target Audience:
  • Demographics:
    • Gender: Female
    • Age: 25-35
    • Income: Top 50% of household income
  • Geographic Location: Urban areas in the target region
• Daily Budget: $100/day
• Bid Strategy: Enhanced CPC (manual with bid adjustments for mobile)

Ad Group Details

1. Ad Group Name: Sustainable Products Online

Keywords:

• [sustainable products online]
• [eco-friendly shopping]
• [ethical brands for millennials]

Match Type: Phrase Match

1. Ad Group Name: Eco-Friendly Shopping

Keywords:

• [eco-friendly brands]
• [sustainable living products]
• [ethical brands for women]

Match Type: Exact Match

Ad Copy

Headline 1: Authentic Sustainable Products
Headline 2: Ethical Living Starts Here
Headline 3: Shop Eco-Friendly Now

Description 1: Explore eco-conscious products designed for sustainable living. Ethical brands you can trust, tailored for your lifestyle.

Description 2: Shop online for transparency and authenticity in every product. Make a positive impact today!

Call-to-Action (CTA): “Shop Now.”

Final URL: [Insert landing page URL here, optimized for mobile and relevance to keywords]

Extensions

1. Sitelink Extensions:
   • Sustainable Home Products (link to category page)
   • Ethical Fashion (link to fashion category page)
   • Exclusive Eco Deals (link to special offers)
   • About Our Values (link to company story or mission)
2. Callout Extensions:
   • Free Shipping on Orders Over $50
   • Made from Recycled Materials
   • 100% Sustainable Packaging
3. Structured Snippet Extensions:
   • Header: “Product Categories”
   • Sustainable Clothing, Eco-Friendly Home Goods, Ethical Accessories
4. Mobile Call Extension:
   • Direct Contact Number for inquiries

Bid Modifiers

• Mobile Devices: +20% bid adjustment to prioritize mobile traffic.
• Urban Locations: +15% bid adjustment to target high-income urban areas.
• Demographics: +10% bid adjustment for females aged 25-35.

Tracking and Metrics

1. Click-Through Rate (CTR): Monitor for engagement and ad relevance.
2. Quality Score: Ensure strong alignment between keywords, ad copy, and landing page.
3. Conversion Rate: Measure how effectively the ad leads to purchases or other valuable actions.

This setup aligns with your strategy, focusing on high-intent keywords, mobile optimization, and delivering a personalized, actionable ad experience for your target audience.

 

Figure 2: Google Ads

(Source: Google.com)

The ad headline mentions authenticity and ethical living that point to Emily’s trust touch points. It also mentions the USPs (sustainability and transparency) of this product ensuring relevance to her interests. The keyword selection exactly matches her search behavior as this will better ensure that the ad will surface in her searches.

Mobile optimization is critical because the vast majority- 72%- of millennials research products on their smartphones (Cisqa, 2024). It’s all about well-matched ad copy, landing page relevance, and keyword selection, yielding this high-quality score. Success indicators would be high CTRs compared to industry benchmarks and an increasing conversion rate. Google Ads are the best capture of Emily’s attention during the “consideration” stage of the customer journey because they provide an immediate, relevant, targeted message with the possibility of acting on it immediately benefiting both her needs and those of the company.

 

4. Paid Ads 2 – Social Media Ads (Instagram Ads) 

Format: Carousel Ads with multiple images showcasing the product in various real-life scenarios, accompanied by short captions explaining its sustainable features.

Description:

Instagram Ads, particularly in carousel format, allow for multiple images or videos within a single ad, making them ideal for showcasing a product from different angles and contexts. Given Emily’s behaviour concerning the consumption of content on Instagram, such an ad would surely catch her and give her a richer dynamic view of it.

This is aligned with the 3R approach-Relevance, Reach, and Resonance.

Relevance: Their sustainable attributes directly relate to the environmentally conscious values which draw Emily’s interest. Hence, the ad speaks directly towards her needs and wants.

Reach: Carousel ads on Instagram have greater shareability across friends when the content is appealing to the audience. They feature in both the feed and the Explore page, providing wide visibility.

Resonance: Each of those slides will highlight a different product aspect eco-friendly materials, the ethical sourcing of the company, or how this product fits into Emily’s life-making it a more emotional experience (Diva, 2024).

Instagram Ad Settings for Optimal Performance:

1. Call to Action (CTA):
   Include compelling CTAs such as:
   • “Shop Now”
   • “Learn More”
   • “Swipe to See More”
2. Targeting Options:
   • Demographics: Age, location, and gender relevant to Emily’s profile.
   • Interests: Focus on eco-friendly living, sustainable brands, and lifestyle content.
   • Behaviours: Users who engage with environmental campaigns or shop online for ethical products.
3. Ad Placement:
   • Instagram Feed.
   • Instagram Stories.
   • Explore the Page for broader discovery.
4. Creative Guidelines:
   • Aspect Ratios: Ensure images and videos are optimized for Instagram (1:1 for feed, 9:16 for Stories).
   • Visuals: Use bright, visually appealing content with minimal text overlay to keep the ad clean and engaging.
   • Captions: Short and conversational, highlighting sustainable features, e.g., “Your step toward a greener tomorrow.”

Figure 3: Instagram Ad Setting

(Source: Instagram.com)

Also, having a carousel can boast even better storytelling because it can show scenes for different occasions and situations where the product can be related to encourage the audience-increasing relatability. Emily, who looks for authenticity and transparency in the brands she supports, is likely to connect with a brand that showcases its product in real-life settings rather than just a static image. Instagram ads can generate high engagement when paired with the appropriate call to action, like “Shop Now” or “Learn More.”

 

5. Landing Page for Ads:

Key Elements:

Headline: “Sustainably Shop the Best- Eco-Friendly & Stylish!”

Image: A high-quality image of the product in use by an influencer or customer, placed in a real-world setting (e.g., urban lifestyle context).

Body Copy: A short paragraph explaining the brand’s commitment to sustainability, product features, and benefits.

Data Capture Form: “Sign up for exclusive eco-friendly offers and updates.”

Call to Action: The “Shop Now” button is prominently displayed.

Description:

The lander is a clean and neat-looking one, which is also up to Emily’s taste and authentic. The title immediately grabs the visitor’s attention, with a salient message about the product as eco-friendly while fashionable. The straightforward, brief articulation through which Emily would be interested in sustainably-minded, high-quality ethical products made readily available positions this brand as a panacea to one of her concerns.

A data capture form keeps Emily engaged with the brand by offering exclusive offers and updates on new eco-friendly products. By signing up, she is making a commitment not only to the brand but to a community of like-minded individuals who share her values. The “Shop Now” button is easy to find and encourages immediate action very important step in converting interest into purchase. According to industry data, a good call to action on landing pages can increase conversion rates by 25% (Eihui, 2025).

Figure 4: Landing page for Ads

(Source: Google.com)

The use of high-quality images of the product being used in an everyday, real-world setting strengthens the emotional connection with the visitor. For Emily, seeing the product in action (rather than just staged product photos) builds trust because she values authenticity.

Thus, the copy constitutes a very critical trust touch-point for Emily since it underlines the commitment of the brand to sustainability. Such copy is likely to engage a person who has a preference for transparency in dealing with a brand, as it clearly defines the company’s environmental and ethical practices. The data capture form keeps Emily engaged with the brand by enticing her with offers of exclusive deals and new updates relating to eco-friendly products. In signing up, Emily signifies not just a commitment to the brand but also joining a circle of people who think like her and share her aspiring values. 

 

6. Digital Customer Journey

Customer Journey Stages:

1. Awareness: 🤔 (Initial curiosity about sustainable products)
2. Consideration: 💭 (Researching and comparing products)
3. Decision: 💚 (Feels confident about the brand’s authenticity and sustainability)
4. Purchase: 🛒 (Makes a purchase decision)
5. Post-Purchase: 👍 (Engages with the brand on social media, recommends the product)

Well, the customer journey of Emily is digitally in the model of AIDA (awareness, interest, desire, action): at the beginning of this journey of awareness, Emily finds either an Instagram ad or a blog post that sparks her curiosity. The next thing to do is research; then she considers the product and its sustainability credentials. She starts to compare it with other options and checks if the brand message and eco-friendly claims come off as authentic.

Emily is then in the Decision stage where she is now assured that the product is sustainable after reading reviews and influencer testimonials and looking at some third-party certifications. After this, she will finally decide to buy when she thinks that the brand is eco-conscious and is of the same value as her own.

Figure 5: Digital Customer Journey

(Source: Google.com)

In the Purchase phase, Emily interfaces with the online store without seamlessness and makes a speed-to-decision purchasing action. Post-purchase, Emily continues through the stages where she shares her experience on social media to influence and tap into her network for recommendations about the product. This acts as organic social proof for the brand, enhancing credibility and increasing customer retention. The trust touch points of Emily are all the elements of this journey: authentic content, sustainability certifications, and peer reviews. There are some touch and pain points that you can address probably through transparency and authentic communication about the issues at hand, for it’s essential to winning the consumer’s trust. According to research on behavioural trends, 80% of consumers are likely to purchase from brands that have values they identify with, such as sustainability (Fionh, 2024). This customer journey accounts for the significance of each engagement touchpoint and guarantees that personalized content and target criteria will keep the brand at the top of the mind.