Skullcandy
As the capstone of my MKTG 3660 (Digital Marketing) course, I developed a complete 2025 digital marketing strategy for Skullcandy, presented as a client-ready pitch to lead their upcoming campaigns. This project integrated SEO research, PPC ad creation, a custom landing page, email automation, and social media content into a cohesive, performance-driven plan. My strategy focused on increasing online conversions and strengthening brand loyalty among Skullcandy’s core audience of young, style-conscious audio users. I executed a Google Search and Display ad campaign that funneled traffic to a conversion-optimized landing page, designed a two-part email automation series to nurture product purchases, and built a weeklong cross-platform social media campaign featuring fully designed mock posts for Instagram, I wrote an SEO-rich blog post with a content outline tailored to Skullcandy’s voice and optimized for long-term search visibility, all culminating in a recorded client-style presentation that showcased a clear, actionable roadmap for growth.Skills Applied
Full-Funnel Digital Marketing Strategy, SEO Keyword Research & Mapping, Google Search & Display Ad Development, Email Marketing Automation, Landing Page UX & CRO, Social Media Content Design, Content Calendar Development, Blog Copywriting & SEO Optimization, Brand Voice & Visual Alignment
Outlines the three core areas of Skullcandy’s 2025 digital strategy: (1) Google Ads—including search, display, and a custom landing page; (2) Social Media Marketing across key platforms; and (3) Email Marketing with a two-part automation sequence designed to nurture purchases.
Meet Ethan, a 27-year-old software developer from Denver who balances a demanding tech career with a passion for outdoor adventure. As a tech-savvy and independent consumer, Ethan seeks durable, high-performance audio gear that can keep up with his active lifestyle—making him an ideal target for Skullcandy’s rugged, premium products.
Lily is a 22-year-old fashion student and rising social media influencer based in Los Angeles. She blends creativity and confidence to build her personal brand across TikTok and Instagram. As a trendsetter who values aesthetics and innovation, Lily represents a key audience for Skullcandy’s bold, stylish audio products that complement her image and connect with her digital community.
![This list combines exact match keywords—like [Skullcandy Crusher Evo] and [Buy Skullcandy Headphones]—with broad match terms such as Bluetooth Headphones to balance high-intent targeting with broader reach. These keywords support both SEO and PPC eff](https://images.squarespace-cdn.com/content/v1/67ccb7ae1cd15013c6dc96f2/1741469617861-7OP1DB0HQ9LZU0GZVOSU/tempImage2qftYv.png)
This list combines exact match keywords—like [Skullcandy Crusher Evo] and [Buy Skullcandy Headphones]—with broad match terms such as Bluetooth Headphones to balance high-intent targeting with broader reach. These keywords support both SEO and PPC efforts to boost visibility and drive conversions.
While Skullcandy’s PPC ads are performing well, incorporating more personalized ad variations—such as tailored campaigns for products like the Crusher ANC 2—can drive higher engagement and conversion by increasing relevance to specific customer interests.
Developed a high-converting landing page aligned with Skullcandy’s PPC and display ads, optimized to drive product engagement and increase conversions through clear CTAs and targeted messaging.
Developed a five-part Welcome Series email flow to build strong customer relationships from the first touchpoint, enhance brand engagement, and guide new subscribers toward making their first purchase.
The first touchpoint in the welcome series, this email introduces the brand and offers a 10% discount to encourage immediate purchases and boost early engagement.
Sent one day after the initial welcome email, this message highlights best-selling products like the Crusher Evo to capture interest, showcase value, and drive purchase intent early in the customer journey.
Skullcandy can elevate its social presence by launching branded playlists to reinforce its identity in the audio space. Additionally, leveraging high-profile collaborations—like Canelo Álvarez—with bilingual captions can broaden reach and deepen cultural relevance.
Developed a content outline for a Skullcandy blog post designed to boost engagement, drive organic traffic, and strengthen brand visibility through SEO-focused structure and relevant topics.
Completed an SEO-rich blog post for Skullcandy featuring keyword-optimized copy, clickable images, and internal links to enhance user experience, boost traffic, and increase on-site engagement.