The Digital Marketer's Journal

Written by Hong Ngan Tran (s3961720)

What is a digital marketing strategy? How effective is it? 

A digital marketing strategy is how brands utilise the online channels to reach a wider audience and achieve business objectives and goals. As Ryan (2016) states through connecting between marketers and audience to build relationships and driving sales . Additionally, digital marketing strategy cooperation with various digital tools such as email marketing, Search Engine Optimisation (SEO), Pay-per-click (PPC), advertising to support in building more engagement. For marketers in this evolution, it is crucial to keep in track the changing of the market and consumer demands to integrate new communicating. 

The key success for a digital marketing strategy is focusing on engagement and building community not just using the digital tools or social media but actually applying the right channels to tailoring the message for the audience to easily understand and effectively engage in the campaigns or advertisements. Furthermore, to do this effectively, I recommended using three key online media types such as owned media, paid media and earned media . Here are some case studies from brands that I collected and learned from social media platforms that have been viral in 2025. 

How do Dunkin use digital marketing proposals in different effective ways?

A recent collaboration between Dunkin and Sabrina Carpenter proving the strategy is working. “Sabrina’s Strawberry Daydream Refresher” is Dunkin’s summer campaign in 2025 that the brand collaborated with the singer in releasing and also bringing a new lineup of frozen coffee trio to deliver a nostalgic taste of fruit with coffee.  Hence, the collaboration brings a retro hotline-style setting for Sabrina. With her signature charm through her recent album, she fits into the retro concept then introduces the Strawberry Daydream Refresher as their perfect match for a summer escape. Giving Dunkin the unpaid exposure from earned media and incorporating paid media in using video ads. 

This campaign of Dunkin with Sabrina Carpenter is not just at the right timeline in summer (June 2025) besides creating a creative concept with the objective to launch a summer drink lineup with refreshing and nostalgic flavours to attract consumers with only $3 for those who are members with Dunkin. What I like about this Dunkin campaign is the way the brand delivers the message of cinematic storytelling through drinks and presents the drink as a fun escape for summer time. Furthermore, offering an affordable price for consumers in trial time and encouraging them to become members of Dunkin for more loyalty discounts in the future. Through this collaboration, Dunkin succeeded to get over 12.7 billion earned media impressions and gain the biggest sales growth through this campaign with much social buzz created.  

How Billie creates effective engagement with earned media in their digital marketing strategy?

Through the poster campaign of Billie (women’s body care brand) called “scratch and sniff armpit” that went viral on Tiktok and Instagram. This campaign focuses on posters with armpit images placed around New York city in the United States of America to promote the new deodorant of Billie. Through sniffing the image which includes the sample of new deodorant, this campaign creates curiosity for pedestrians in a humorous way with interactive engagement between people with the product. By demonstrating a real-life approach with a product with a low budget, Billie is able to make people join conversations in discussing the poster campaign. 

Billie not just created a creative and interactive campaign but reinforced a new aspect on hygiene products on the market which embraces women’s body care products and makes women feel confidence with their bodies in using multi sensory connections. The brand offers a fresh perspective into the digital marketing world in using great strategy to attract consumers and build communities through this campaign. 

Using the right digital marketing strategy can?

• A well-structured proposal can help brands develop an impactful marketing strategy to achieve goals and objectives.
• Increase brand awareness and digital marketing reach beyond limitations with three key online medias. 
• Make the right impact for the brand and expand their customer base in building engagement through virtual interaction and reactions. 
• Bringing more relevant messaging in the strategy to create visibility for brands.

Questions

1. How can businesses develop a good strategy for their campaigns?
2. Do you think having a good digital marketing proposal can help businesses succeed?