Building a brand from scratch:
EVERYDAY aesthetic
After completing the Google Digital Marketing & E-commerce Certificate, I wanted to move beyond theory and apply my knowledge in a live market environment. I launched EVERYDAY aesthetic as a dedicated sandbox to rigor-test my skills in digital marketing. This project allows me to wear every hat in the business—acting as the creative director, e-commerce manager, marketing strategist, and data analyst—to build a brand from the ground up and make growth happen.
60+
total sales
1% to 3.1%
improved listing CTR
100%
5-star feedback
Section 1: Product Concept and Design
The Product Concept: Lean and Scalable
My journey began with an interest for generative design tools like Midjourney and Adobe Firefly. I developed a product strategy centered on digital wallpapers in order to maintain playing with these design tools while also eliminating the friction of physical inventory and supply chain logistics. This allowed me to focus entirely on what I enjoy most: creative design and digital marketing. This "lean" business model enables rapid product iteration, allowing me to pivot quickly without the risk of unsold stock.
Data-Driven Design: Targeting Niches
My design process begins with research, not drawing. I analyze search volume to identify specific themes, moods, and careers with high traction—ranging from "summer aesthetic" to niche gifts like "wallpaper packs for nurses." Once a keyword opportunity is validated, I utilize a stack of creative tools including Midjourney, Canva, Photoshop, and Adobe Firefly to bring the concept to life, ensuring the final output matches the user's specific search intent.
Section 2: SEO
Snapshot of my keyword research spreadsheet tracking
Volume vs. Difficulty to identify high-opportunity niches.
From Broad to Niche
I use tools like eRank and Google Keyword Planner to turn broad concepts into targeted strategies. By drilling down from generic terms (e.g., "Wallpapers") to specific long-tail keywords (e.g., "Neutral Boho iPhone Wallpaper"), I identify gaps in the market where demand exceeds supply.
Metrics that Matter
I track Search Volume, Keyword Difficulty, and Search Intent in a dedicated analysis spreadsheet. This ensures every product I design targets a validated keyword opportunity, rather than relying on guesswork. I don't just look at numbers; I audit the top-ranking results to see what they are missing (e.g., better photos, clearer titles) and capitalize on those gaps.
Optimization
I optimize every listing for maximum visibility. This includes front-loading titles with primary keywords, utilizing all 13 tag slots with high-intent phrases, and crafting descriptions that satisfy both the search algorithm and the human reader.
To build organic traffic, I developed a multi-channel strategy (TikTok, Pinterest, X, Instagram) supported by four key content pillars described below. Please note that the store recently underwent a full rebrand from "CYBERBOND" to "EVERYDAY aesthetic." Consequently, these channels are newly launched and the strategy described below has just begun its rollout. You are welcome to check out the current live feed at @aesEVERYDAY.
Section 3: Social Media & Content Strategy
1. Product Showcase
Visualizing the product in the "real world" to reduce purchase hesitation. I move beyond simple screenshots by creating high-quality mockups showing how a wallpaper pack transforms a screen into a cohesive aesthetic.
Positioning the brand as an authority on digital well-being and device aesthetics. I create value-driven content that serves the audience's broader interests, such as tutorials on "How to clean up iPhone storage" or recommendations for "Top 5 apps for productivity."
2. Education & Utility:
Leveraging giveaways and freebies to drive follower acquisition and community interaction. I offer free downloads (like monthly zodiac wallpapers) and utilize "Follow to Win" campaigns to gain an audience and brand awareness, leading to future purchases.
(reel made prior to rebrand)
3. Growth & Engagement:
4. Mood & Curation:
Establishing strong brand identity through aesthetic "vibe" posts that prioritize visual appeal over hard selling. I create content to represent moods and feelings like a "dreamy summer day" that align with the lifestyle and vibes my target audience aspire to match.
(reel made prior to rebrand)
Tactical Strategies per Platform
X (Twitter): Speed-to-Market
I rely on real-time engagement to capture high-intent traffic. By setting notifications for popular wallpaper accounts, I identify viral "Share your wallpaper" threads immediately. I reply with my product visuals and freebies within minutes of the original post, ensuring my brand is seen by thousands of viewers before the replies become saturated.
TikTok: SEO & Community
I approach TikTok as a search engine, not just a feed. I optimize every post with specific keywords in the captions and on-screen text to rank for terms like #iOS26wallpaper. I also keep an eye on what's trending, quickly designing matching freebie wallpapers to capitalize on viral moments. Additionally, I spend time "warming up" the account by liking and commenting on related content in the design, tech, and fashion niche, which helps signal relevance to the algorithm.
Pinterest: Evergreen SEO
I treat Pinterest as a visual search engine rather than a social network. I optimize my pins with keyword-rich titles and descriptions (e.g., “Neutral Beige iPhone Aesthetic”) so they appear in user searches. By organizing content into thematic boards, I create an evergreen traffic source where pins continue to drive clicks to the store months after being posted.
I managed targeted campaigns on Meta (Facebook/Instagram) and Google Search during peak seasonal windows (Valentine’s Day, Christmas). I used small-budget tests as a data-collection tool to learn more about my audience and validate creative decisions with A/B tests, analyzing which specific texts, designs, or characters generated the highest Click-Through Rate (CTR) to inform future decisions. Navigating the technical limitations of Etsy (which restricts full Meta Pixel integration), I focused on optimizing for "Link Clicks" and traffic quality rather than direct ROAS attribution.
Section 4: Paid Ads
Valentine Male vs Female Targeting: Sales
I created a Meta campaigns to promote a “buy 2 or more, get 25% off” discount and split the audience into two similar ad sets: one targeting men, the other targeting women, to learn more about future audience targeting and be able to refine content based on gender identity. Made prior to rebrand.
male target
4.63% CTR
female target
4.53% CTR
Both ad sets performed similarly with a cost-per-click of $0.22. Targeting males had slightly better results in terms of click-through rate, which could signal higher intent to buy a Valentine’s gift, but nothing to suggest a drastic strategy change.
To drive holiday traffic and gather audience insights, I launched a Meta campaign featuring five character variations (Santa, Elf, Snowman, Rudolph, and Gingerbread Man). The goal was strictly Link Clicks, utilizing the campaign as a data-gathering tool to determine design popularity and learn more about my audience. To ensure a valid A/B test, I kept the ad copy identical across all versions—changing only the relevant emojis—to isolate the visual character/setting as the sole variable influencing the click-through rate.
Christmas Character Battle: Awareness
Key Findings:
Santa Claus was Meta’s algorithm favorite, consuming the most budget and getting the most clicks, acting as the highest driver of traffic. In terms of efficiency, it wasn’t the best given the expensive CPC ($0.05) and lower CTR (2.28%) compared to other characters.
The real winner for me is the Gingerbread Man, who had a higher CTR (3%) and lower CPC ($0.03). In other words, the Gingerbread Man drives traffic at a 40% lower cost and needs less impressions to achieve similar results. For next Christmas, moving Santa’s budget to the Gingerbread Man could theoretically get more clicks for the same spend.
An interesting note to make is the Elf and its performance. The Elf has the best metrics with the highest CTR (3.99%) and lowest CPC ($0.02). Unfortunately, the volume is too low and I can’t claim it as the winner, as it is unknown how the metrics would hold up with a higher spend.
On Google, I launched a Search Ad campaign targeting Valentine’s gift buyers with keywords like ‘Valentine wallpaper,’ ‘Valentine gift for her,’ ‘gift for girlfriend,’ and ‘last minute Valentine’s Day gift.’ The goal was to pull in shoppers hunting for Valentine gift options.
Valentine Google Search: Sales
I was able to garner 313 clicks with an overall CTR of 2.2% and CPC of $0.05. This table represents the most popular and interesting results. As it seems, it would benefit me in the future to target those looking for wallpapers specifically, as well as those looking for gifts without specifically targeting the word “valentine.” I’d like to spotlight the last row—‘last minute Valentine’s Day gift’—since it reveals untapped potential. There are searchers out there who wanted last minute gifts but weren’t hooked by my ad copy, signaling a chance to sharpen it and boost intrigue for more clicks.
EVERYDAY aesthetic blends my UW social sciences knack for insights, Google Data Analytics precision, and Digital Marketing Certificate know-how. From creative social design to technical SEO, I’m ready to do the same for you. Here’s a recap of the skills displayed during this project and what I bring to the table.
Skills Wrap-Up
E-Commerce
Store setup
Conversion Rate Optimization
Market Research
Competitor Auditing
Product Strategy
Customer Service
Keyword Research
Long-tail Keyword Mining
On-Page SEO Optimization
Image SEO
Internal Linking
Search Intent Analysis
Tools: GKP, Google Search, Ahrefs, Semrush, eRank
SEO
Social Media Strategy
Content Creation
Platform Optimization
Trend Jacking
Community Engagement
Performance Tracking
Social Media
Paid Ads
Meta Ads & Google Ads
Campaign Setup
A/B Testing
Audience Targeting
Copywriting
Performance Analysis
Extra Skills
Data Analysis
Email Marketing
Adaptability
Problem Solving
Creativity
Creative Tools: Canva, Midjourney, Photoshop