Data-Driven Scaling: Engineering a 'Social-to-Paid' Pipeline

To maximize ROAS for a global tech leader, I developed a strategic pipeline that used organic performance data as a vetted foundation for paid media creative. This synergy eliminated guesswork, resulting in a 523% YOY increase in IG engagement and driving 2.1M pageviews to a high-priority landing page.

The Challenge:

In 2025, the client sought aggressive digital growth but wanted to ensure that every dollar of their paid media budget was backed by proven performance.

• The Disconnect: Paid and organic teams were operating in silos, often testing "unproven" creative with paid spend, leading to inefficient ROAS.

• The Goal: Build a data-validated bridge between organic engagement and paid execution to ensure only "winning" content received budget backing.

The Strategy:

• Performance Analysis: I audited months of organic video data to identify "outlier" content (posts that naturally triggered high retention and shareability).

• The "Vetting" Framework: I established a reporting cadence that translated organic "engagement signals" into actionable ad strategies for the paid media team.

The Result:

The "pre-validated" creative strategy led to an explosion in top-of-funnel efficiency:

• 523% YOY Increase in IG Engagement: Demonstrating that the content resonated deeply with the target audience.

• 2.1M Pageviews: Nearly double the traffic to the primary landing page, proving that social-first synergy drives bottom-line web results