Digital Marketing in Action
Explore selected campaigns that demonstrate how strategy, creative execution and performance data can work together to support meaningful business goals.
From generating direct customer conversations to increasing campaign reach and tracking online sales, each project was shaped around a clear objective, the right digital platforms and a focused audience.
These case studies highlight Larnelle’s hands-on experience across Meta advertising, Google Ads, WhatsApp campaigns, content creation and performance reporting.
BEHIND THE WORK
Larnelle Williamson
Digital Marketing Specialist & FounderLarnelle combines creative marketing with practical campaign management and data-led decision-making. Her experience includes developing paid campaigns, managing social media content, creating digital assets and interpreting performance data to help brands understand what is working and where they can improve.
WhatsApp Lead Generation Campaign
Hospitality and accommodation
A direct-response WhatsApp campaign created to generate enquiries and make it easier for potential guests to begin a conversation with the business.
- 84 conversations started
- $0.86 per conversation
- $71.98 total campaign spend
- 30-day campaign period
The campaign used WhatsApp messaging as a low-friction lead-generation channel, helping the business move interested customers directly from the advertisement into a conversation.
Alpasión Wine Meta Campaign
Facebook and Meta advertising
A multi-ad-set Meta campaign created to increase brand visibility, encourage interaction and connect the wine brand with a broader digital audience.
- 70,810 viewers reached
- 2,535 interactions
- Six ad sets managed
- 100% increase in interactions
The campaign ran over 60 days and used multiple ad sets to support reach, engagement and ongoing campaign optimisation.
Curaloe Digital Performance Campaign
Google Ads and Google Analytics 4
A combined paid advertising and e-commerce performance campaign focused on reaching South African consumers, driving website activity and tracking measurable online sales.
Google Ads results:
- 432 clicks
- 14.1K impressions
- 19.53 conversions
- R4.18K campaign cost
Website performance:
- 168 add-to-cart events
- 18 purchases
- R31K purchase revenue
- R1.7K average revenue per user
This case study demonstrates how paid media and website analytics can work together to measure the customer journey from initial visibility through to purchase.
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