Digital campaigns generate a lot of data, but it is not always clear what that information actually means.
GlowUp Cosmetics – a young beauty and lifestyle brand – wants to know which content really works. They have posted videos on Instagram and TikTok and run different ads. The numbers are in, but the story behind them is not.
In this assignment, you take the role of someone who brings clarity: what stands out, where is the strength of the campaign, and where does it perform less well? You need to look closely, compare, and explain why some posts perform better than others.
Why this assignment matters
You learn to look more closely at digital campaigns and discover how to draw smart conclusions from simple data. This helps you recognize patterns, support your choices, and give advice that helps organizations move forward. These are skills that make a difference in any commercial or communication role.
Briefing
GlowUp Cosmetics has launched a digital campaign and wants to understand:
- which posts or formats work best,
- where there are opportunities to improve,
- which direction seems most effective for future campaigns.
The campaign includes:
- Instagram: reels and carousels
- TikTok: short videos
- Ads: sponsored posts on Instagram and TikTok
Click here for the dataset.
Take your time to understand what the data mean.
