Green Gatherings is a Berlin-based startup launching its first line of biodegradable picnic supplies made from naturally fallen leaves. Their mission is to make sustainable outdoor living joyful, accessible, and community-driven,
captured through the message:
“Gather Joyfully. Give Back Naturally.”
captured through the message:
“Gather Joyfully. Give Back Naturally.”
As the digital marketing lead for this project, I developed an end-to-end content marketing campaign that increased awareness, educated consumers, nurtured leads, and supported early product sales.
Project Overview
The goal was to build a full inbound marketing system that introduced the brand, connected with sustainability-minded consumers, and guided them toward purchasing a product bundle.
By combining emotional storytelling with research-backed SEO and a strong brand identity, the campaign created a cohesive customer experience from discovery to conversion.
Brand Foundation
The brand established a warm, empowering, and inclusive tone backed by earthy, natural imagery and a green color palette.
Key brand components included:
UVP
Locally sourced, biodegradable picnic solutions that enable joyful, low-waste gatherings
Locally sourced, biodegradable picnic solutions that enable joyful, low-waste gatherings
Key Values
Sustainability, Community, Accessibility, Solutions-Oriented
Sustainability, Community, Accessibility, Solutions-Oriented
Voice & Tone
Warm, empowering, educational, and inclusive
Warm, empowering, educational, and inclusive
Imagery Style
Natural light, outdoor settings, intergenerational groups, lifestyle scenes
Natural light, outdoor settings, intergenerational groups, lifestyle scenes
This guided all written and visual content across the campaign.
Research & Persona Development
I conducted market research and built two core personas.
Insights included:
Sustainability is now a baseline expectation, not a premium feature.
Consumers distrust greenwashing and seek transparent, actionable education.
Parents and event planners want hygienic, affordable, and trustworthy eco-products.
Authentic community stories outperform influencer-style visuals.
Pinterest, Instagram, and Facebook are major discovery platforms.
This research shaped the funnel content, messaging, and SEO strategy.
Content Deliverables
1. SEO Blog Article
“Are Your Outdoor Essentials Truly Green? A 2025 Guide to Spotting Eco-Fakes vs. the Real Deal.”
The article provides transparency, educates readers on spotting greenwashing, and aligns directly with persona search behavior. It also includes an embedded signup for the email course as a lead magnet.
“Are Your Outdoor Essentials Truly Green? A 2025 Guide to Spotting Eco-Fakes vs. the Real Deal.”
The article provides transparency, educates readers on spotting greenwashing, and aligns directly with persona search behavior. It also includes an embedded signup for the email course as a lead magnet.
2. Product Landing Page
The landing page was built in WordPress and designed to convert visitors by combining lifestyle imagery, simple benefit-focused copy, reviews, and clear CTAs.
The landing page was built in WordPress and designed to convert visitors by combining lifestyle imagery, simple benefit-focused copy, reviews, and clear CTAs.
3. Keyword Strategy & SEO Implementation
A list of 25 researched keywords (e.g., “sustainable picnic supplies,” “zero waste picnic,” “greenwashing examples”) guided both the blog and landing page optimization.
A list of 25 researched keywords (e.g., “sustainable picnic supplies,” “zero waste picnic,” “greenwashing examples”) guided both the blog and landing page optimization.
4. Email Course (5-Part Series)
An automated nurture flow delivered tips, swaps, community stories, sustainability education, and a final discount offer. Each email aligned with buyer persona needs and moved them closer to purchase.
An automated nurture flow delivered tips, swaps, community stories, sustainability education, and a final discount offer. Each email aligned with buyer persona needs and moved them closer to purchase.
Performance & Analytics
Using Google Analytics and Mail Chimp, I tracked website traffic, landing page behavior, and conversions.
The campaign met or exceeded nearly every KPI defined in the original brief.
Key Insights & Recommendations
Based on campaign performance, I recommended:
Continuing email marketing (strongest performing channel)
Improving the landing page conversion rate through A/B testing
Strengthening SEO and referral traffic partnerships
Using audience segmentation to prevent email fatigue
Ensuring tracking events are correctly configured in GA4
These informed the next steps for scaling the brand’s digital presence.
Personal Learnings
Strengthened SEO, keyword strategy, and audience research skills
Gained hands-on technical experience with WordPress, GA4, and Mailchimp
Learned how to structure email nurture flows for conversions
Developed confidence in evaluating content performance and making data-driven improvements
Conclusion
This project demonstrates my ability to build a complete content marketing campaign from research and branding to SEO, landing page design, email automation, and analytics. The campaign not only met the defined KPIs but also established a scalable strategy for future product launches - rooted in sustainability, transparency, and joyful community-driven storytelling.
Project-Presentation
