Strategic analysis and digital marketing recommendations developed during my Digital Marketing studies.
The project focused on analysing Lillelam’s digital presence and identifying opportunities to strengthen visibility, engagement and growth through SEO, content strategy and social media campaigns.
Lillelam — Digital Marketing Strategy
Digital Marketing Strategy · Market Analysis · Conversion Opportunities
Project Background
This project was developed during my Digital Marketing studies.
The objective was to analyse Lillelam’s digital presence and identify strategic opportunities to strengthen the brand’s online visibility and audience engagement.
The project was later presented to Lillelam, who invited our team to contribute with social media content planning and publishing.
Project Overview
Role
Team
Duration
Tools
Context
Focus areas
Digital Marketing Research · Strategy · Audience Analysis
2 people
4 weeks
Google Analytics · SEO tools · Meta Ads
Semester project in Digital Marketing studies
• Market & competitor analysis
• Audience segmentation
• Content strategy
• SEO analysis
• Paid advertising strategy
• Social media campaign planning
About the Brand
Lillelam is a Norwegian brand specialising in high-quality clothing made from 100% merino wool for babies and children. The company focuses on sustainability, durability and natural materials throughout the value chain.
The brand has built a strong reputation for quality products and Scandinavian design, and sells both through physical retail and its e-commerce platform.
The Challenge
Although Lillelam has a strong brand identity built around quality and sustainability, there were opportunities to strengthen the brand’s digital visibility and audience engagement.
The challenge of this project was to analyse Lillelam’s digital presence and identify opportunities to improve:
• online visibility
• audience engagement
• digital marketing performance
Market Analysis
The market analysis explored Lillelam’s digital positioning and competitor landscape.
Key findings included:
• increasing competition within sustainable children's clothing
• growing consumer demand for environmentally responsible products
• strong opportunities for storytelling around quality, sustainability and Norwegian heritage
These insights helped inform the marketing strategy and content recommendations.
Target Audience
The analysis identified Lillelam’s primary target audience as parents with young children who value high-quality, durable and sustainable clothing.
Typical characteristics of the core audience include:
• parents with newborns to children around 8 years
• interest in quality materials and sustainable products
• moderate to high purchasing power
• active users of social media and online shopping
Segmentation analysis also considered demographic, geographic, psychographic and behavioural factors.
Marketing Mix Analysis
The 7P Marketing Mix framework was used to evaluate Lillelam’s overall marketing strategy.
The analysis examined:
• Product – high-quality merino wool clothing
• Price – premium positioning based on durability and quality
• Place – physical store and e-commerce platform
• Promotion – social media, online marketing and brand storytelling
• People – customer service and brand trust
• Process – purchasing experience online and offline
• Physical evidence – branding, packaging and visual identity
SEO & Website Analysis
A Lighthouse audit was conducted to evaluate website performance, accessibility and SEO.
Key findings:
• mobile performance showed significantly slower loading time
• several images lacked alt attributes
• opportunities existed to improve metadata and internal linking
Usability Insights
A usability survey with 18 participants was conducted to evaluate the user experience on Lillelam’s website.
Key insights included:
• 50% experienced the loading time as expected
• 45% reported immediate loading
• most users found the website easy to understand
• the majority experienced the checkout process as simple and intuitive
The results suggested that the overall user experience was positive but that performance improvements could strengthen first impressions.
Paid Advertising Concept
Example PPC campaigns were developed to increase visibility for relevant search queries related to children’s merino clothing.
The campaign concept focused on:
• search ads targeting parents looking for sustainable children’s clothing
• landing pages highlighting product quality and sustainability
• strong call-to-action messages
Google Ad
Facebook Ad
Social Media Strategy
Lillelam already maintains a presence on Instagram, Facebook, Pinterest and LinkedIn.
The strategy focused on:
• strengthening brand storytelling around sustainability
• increasing engagement through reels and stories
• creating educational content about merino wool
Content & Campaign Planning
To support consistent marketing activity, a structured marketing calendar was developed.
The calendar planned:
• social media posts
• seasonal campaigns
• email newsletters
• blog content
This ensured coordinated communication across multiple channels.
A structured marketing calendar was developed to support consistent publishing across digital channels.
Outcome
The project resulted in a strategic digital marketing framework for Lillelam including:
• audience insights and segmentation
• campaign concepts for social media and paid advertising
• a structured content strategy
• SEO and usability recommendations
Following the project presentation, Lillelam invited our team to contribute as freelance consultants supporting social media content planning and publishing.
Key Learnings
Through this project I gained practical experience in:
• developing digital marketing strategies
• evaluating SEO performance using Google Lighthouse
• analysing website usability
• planning social media campaigns and content strategies
Potential Impact
Strengthens Lillelam’s digital visibility through a clearer content and channel strategy
Supports stronger engagement with younger audiences through targeted digital content
Provides a structured foundation for future digital marketing initiatives
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