Natasha Onwuemezi

Turning a complex business challenge into a full-funnel content programme

Context

TikTok’s Mid-Funnel campaign was designed to help advertisers move beyond awareness and build stronger consideration and intent. The challenge was to connect multiple content and media touchpoints around a single narrative while making TikTok’s product value, proof points and customer needs clear at each stage of the journey.

My role

I led the end-to-end content strategy for the campaign, developing the core narrative and connecting the playbook, research, CRM, paid and organic social, thought leadership and webinar content into a cohesive mid-funnel experience. I worked across Product Marketing, PSO, CRM, Research and agency partners to align messaging with both business objectives and advertiser needs.

What I did

• Developed the overarching Mid-Funnel narrative, translating the original brief into a clear content proposition built around advertiser pain points, proof points and product value.
• Led the campaign’s flagship Mid-Funnel Playbook from concept through delivery, writing the content, briefing design, managing agency input and aligning stakeholders.
• Partnered with Ipsos on flagship research, providing editorial and strategic direction to strengthen the external narrative and make the findings relevant to senior advertiser audiences; authored our executive summary of the research.
• Defined messaging for a $145K LinkedIn ABM programme, using audience testing to identify different motivations across the funnel. Developed a reusable framework: pain-led messaging for awareness, social proof for consideration and benefits-led messaging for conversion.
• Worked with CRM to optimise the nurture journey, using performance insights to move towards single-goal emails with clearer CTAs.
• Created organic social content that translated the campaign narrative into high-performing, platform-native storytelling.
• Developed content for the campaign webinar, helping connect the editorial narrative through to deeper engagement and education.

Results

• The Mid-Funnel Playbook was the campaign’s strongest-performing content asset, generating 1,479 reads from 1,616 impressions, a 91.5% impression-to-read conversion, and 311 downloads.
• The playbook achieved a 23:33 average read time, the strongest content engagement performance across recent EUI campaigns, and generated 73% more qualified leads than target.
• Campaign social content included a LinkedIn post achieving 41.8% engagement and 40.7% CTR.
• Playbook and research content together formed the campaign’s largest source of qualified marketing leads, tracked through closed-loop attribution.

Takeaway

This project demonstrates my ability to connect business objectives, audience insight, messaging, content and distribution into an integrated customer journey – and to use performance data to continually improve the content experience.