APIDM Final Project
DressWell.lk
Integrated Digital Marketing Strategy
APIDM final project combining audience research, e-commerce, Meta Ads, Google Search Ads and Google Display Ads.
Project Overview
The final project of the APIDM Digital Marketing Mastery Program: an end-to-end digital marketing strategy developed for DressWell.lk, a hypothetical Sri Lankan online fashion brand. The project covered audience research, buyer persona development, website creation, Meta advertising, Google Search Ads and Google Display Ads.
Industry
Fashion (Online Retail)
Project Type
Academic — APIDM Final Project
My Role
Digital Marketing Manager — Project Role
Project Focus
Integrated Digital Marketing Strategy
Objectives
Define the target audience
Develop an Ideal Customer Profile and buyer persona.
Build the online presence
Create and structure a functional e-commerce website.
Plan multi-channel advertising
Develop Meta, Google Search and Google Display campaigns.
Develop an integrated digital strategy
Connect audience insights, website experience and paid media.
Target Audience & Buyer Persona
Audience research was used to define the ideal customer profile, including demographics, fashion interests, purchase motivations, online behaviour and digital touchpoints.
Website / Online Presence
Built a mobile-first e-commerce experience covering product discovery, collection pages, cart and checkout, and customer trust content — giving paid campaigns focused landing destinations.
Homepage
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Meta Advertising Campaign
Mock Meta Campaign
A mock Meta advertising campaign developed to introduce DressWell.lk's New Silk Batik Collection, build brand awareness and reach relevant fashion audiences in Sri Lanka.
Campaign approach
- Awareness objective | USD 2/day
- Women 22–45 | Sri Lanka
- Interests: Fashion, Batik, Silk & Online Shopping
- Website conversion location: DressWell.lk Batik Collection
- Video & Carousel Ad creative formats
- Learn More call-to-action
Meta Ad Previews — Carousel & Video
Meta ad previews showing how the carousel and video creatives adapt across Facebook and Instagram placements.
Facebook Feed carousel placements — collage, single media, collection & video slideshow
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Google Search Ads Campaign
Search Campaign
A Google Search campaign concept for DressWell.lk, designed to generate qualified website traffic through keyword-based targeting and search-intent-driven ad copy.
Campaign approach
- Keyword research across Batik & workwear themes
- Phrase Match & Broad Match
- Maximize Clicks | USD 1/day
- Ad groups: Batik Collection & Work Wear Collection
- Responsive Search Ads with keyword-led copy
- DressWell.lk as the landing page
Search Ad Previews
Sample search ads developed for relevant fashion and clothing-related queries.
Search ads — batik & women's clothing keywords
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Google Display Advertising
Mock Display Campaign
A Google Display campaign concept for DressWell.lk, designed to build brand awareness for the Silk Batik Collection through targeted, product-led visual advertising.
Campaign approach
- Responsive Display Ads
- Women 22–45 | Sri Lanka
- Fashion, Batik & Online Shopping interests
- Product-focused visual creative
- vCPM bidding | USD 5/day
- DressWell.lk landing page
Display Ad Previews
Responsive display creatives developed using DressWell.lk product imagery, brand elements and campaign messaging.
Banner ads across Display, Gmail and YouTube placements
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Strategic Outcome
Integrated Digital Marketing Strategy
This project brought together audience research, e-commerce, paid social, paid search and display advertising to develop an integrated digital marketing strategy for DressWell.lk.
Strategic approach
A channel-specific KPI framework was defined to evaluate each campaign against its intended objective, without presenting simulated campaign results as actual performance.
Key Skills Demonstrated
Proof of Work
Evidence behind the project
- Buyer persona and audience research
- E-commerce website experience
- Meta carousel and video ad creatives
- Google Search ad previews
- Google Display ad previews
The buyer persona, website screens and advertising previews above provide the supporting evidence for this project.
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