Inclusive Tomorrow is a German charitable organization that funds over 1,000 inclusion-focused projects each month through the sale of raffle tickets. The company´s mission is to create a world where people with and without disabilities live without barriers. Customers can participate through one-time tickets or monthly subscriptions, which both support social impact and offer a chance to win up to 1.5 million euros.
During its most important campaign of the year — the holiday campaign — the company fell short of its goals, despite a viral holiday TV ad. My responsibility was to analyze all performance data, understand what went wrong, and develop a spring campaign strategy designed to rebuild momentum, increase trust, and improve acquisition efficiency.
Project Overview
As an in-house marketing analyst, I managed the strategic and analytical workflow, including:
Full-funnel customer journey development
Defining funnel metrics aligned with the North Star Metric: Monthly Active Subscriptions
Creating an ethical marketing guideline for a gambling-adjacent product
Channel performance analysis of the entire holiday campaign
Cross-channel correlation analysis
Translating insights into an optimized multi-channel strategy
Building a project plan in Asana and defining team workflows
Preparing creative, content, and product briefs for cross-functional collaboration
The final goal was to propose a spring campaign that could compensate for holiday campaign underperformance and improve the blended CPO target of €9.40.
Context & Challenge
The brief made it clear that Inclusive Tomorrow faces unique marketing challenges:
Raffle lotteries require exceptional trust and clear messaging.
Customers do not search for the product organically — awareness must be paid-driven.
Gambling regulations restrict language, creative angles, and platform usage.
The holiday campaign revealed misaligned decisions:
Switch from paid YouTube to Display Ads
Deprioritizing Instagram mid-campaign
Turning off Display after poor performance
This led to inconsistent top-funnel activity, inefficient spend, and lower conversion volumes.
Holiday Campaign Insights
Through performance data and attribution reporting, I identified the following:
- Google Search was the strongest conversion driver.
- Facebook Paid Social contributed the highest volume but rising CPO.
- Google Display Ads underperformed significantly and were shut off early.
- Organic Instagram & YouTube played a crucial warming role for the paid channels.
- Mid-campaign deprioritization of organic content created funnel inconsistencies.
Correlation analysis further revealed channel interdependencies:
- Lower Instagram activity → higher Facebook CPO
- YouTube posting spikes → improved Google Search CTR
- Display Ads → minimal positive cross-channel impact
These insights were the basis of my recommended spring strategy.
Spring Multi-Channel Strategy
Using all insights, I proposed an optimized, ethical, and fully aligned strategy:
Awareness
- Organic Instagram & YouTube
- Storytelling about funded projects
- Emotional content & trust-building messaging
Consideration
- Blog articles & SEO
- Transparency via explanatory and documentary-style content
- Retargeting audiences from video views and site engagement
Conversion
- Primary channel: Google Search Ads
- Secondary channel: Paid Social
- CTAs focused on clarity, transparency, and responsible language
Retention
- Email marketing
- Winner stories & updates from funded projects
- “Increase your chances” messaging framed responsibly
The spring strategy emphasized channel synergy, stronger creative consistency, and the reactivation of high-impact organic channels.
Project Management & Cross-Departement Collaboration
I created:
An Asana project plan with tasks, timelines, and dependencies
A creative brief for spring video and display assets
A content brief for long-form storytelling
A product brief for GA4 event setup and improved conversion tracking
This ensured alignment between Brand, Product, Creative, and Performance teams.
This project showcases my ability to analyze cross-channel data, create integrated marketing strategies, and collaborate across teams to execute high-impact campaigns.
Project-Presentation
