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 campaign contributed to $274.4M in Q2 revenue, up 33% YoY and exceeding target.
• The Mid-Funnel Playbook became the campaign’s strongest-performing content asset, generating 1,479 reads from 1,616 impressions, a 91.5% impression-to-read conversion, 311 downloads and 174 qualified marketing leads.
• The playbook achieved a 23:33 average read time, the strongest content engagement performance across recent EUI campaigns, and generated 73% more leads than target.
• Ipsos research content generated a further 80 qualified marketing leads.
• Campaign social content included a LinkedIn post achieving 41.8% engagement and 40.7% CTR.
• The campaign webinar attracted 648 attendees and 654 new Academy learners.

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.