From Visibility to Conversion
A 90-day performance review uncovering audience growth, content opportunities and conversion gaps for a US-based beauty business.
Selected work
Case studies
Four projects across performance strategy, paid acquisition, founder-led brand building and creative storytelling, delivered through Bellanath Strategy. Each case study describes Mfoniso’s direct involvement.
Vachale Beauty Concepts
Turning social visibility into customer enquiries for a US beauty business that spans African braiding services, beauty supplies and a training academy.
Objective
Convert social attention into qualified enquiries while keeping three distinct offers (services, products, academy) clear to the right audience.
My role
Audience messaging, Instagram, TikTok and Facebook content planning, Meta messaging campaign execution and performance review.
Strategic approach
Messaging was kept distinct for each offer and audience, and the campaign was optimised for messaging conversations started, the result Meta Ads Manager reports against.
Also delivered
A 90-day marketing roadmap with KPIs and customer-retention considerations, used to guide campaign optimisation.
Campaign outcome
The November workshop campaign started 277 messaging conversations at $3.04 each and reached 15,764 people, set against the objective of converting social attention into enquiries. The figures measure conversations started, not bookings or sales.
November workshop campaign · Meta Ads Manager
277Messaging conversations started
$3.04Cost per conversation
$841.59Amount spent
15,764People reached
34,306Impressions
$0.79Cost per link click
Figures as reported in Meta Ads Manager (lifetime view). Results are messaging conversations started, the campaign's optimisation goal.
Bellanath Organics
A founder-led natural skincare brand I built and ran for ten years, covering product development, consumer feedback, brand differentiation and commercial decisions.
My role
Built the brand and its customer-facing messaging; set pricing and positioning; communicated product benefits; handled customer concerns and repeat-purchase decisions.
What it taught me
Trust is built by product credibility, a clear promised experience, value communication and consistent delivery, well beyond the first impression.
What I bring from it
Hands-on understanding of sourcing, packaging, retention, profitability and differentiation, and a habit of using real customer feedback to sharpen marketing.
Bellanath Strategy campaigns
Short-form cinematic stories that explain hard beauty-business problems through situations founders instantly recognise, instead of generic promotion.
Concept A
₦5 Million in Sales. But Where Is the Profit?
A fictional founder celebrates topline sales, then the expenses arrive scene by scene. The story leads into a strategic diagnosis.
Concept B
The Beauty Brand Nobody Could Explain.
A boutique with beautiful visuals and no clear message. The story separates premium branding from real positioning.
Objective
Build awareness and consideration for strategy audit and advisory services through emotionally recognisable stories.
My role
Concept development, story structure, scene-by-scene direction, AI-assisted visual development, voice and dialogue direction, CapCut editing.
Status
Creative samples in early distribution. Shared here to show concept and production craft. Video files available on request.