Role: Creative Lead Marketer / Copywriter
Department: Affiliate Marketing
Campaign Goal:
Increase affiliate-driven conversions from blog posts, Instagram, and email content targeting Gen Z South Asian women (creators, students, and solopreneurs).
🧠Target Audience:
- South Asian Gen Z women (18–27)
- Based in the diaspora or South Asia
- Emotionally driven, value authenticity, and seek financial independence without hustle culture toxicity
- Interested in: skincare for brown skin, self-help journaling, side hustles, digital income, faith-aligned wellness
🎯 Objectives:
- Grow affiliate link CTR by 25% across content channels in 60 days
- Increase content-led affiliate conversions (sales) by 15%
- Expand top-of-funnel traffic through SEO and reels featuring affiliate products
đź’¸ Affiliate Product Focus (Q3):
- Journals/planners (mental wellness)
- Skincare and beauty for melanin-rich skin
- Digital tools: Canva, Honeybook, Flodesk, Linktree alternatives
- Productivity & time-management apps
- Courses for creatives (design, business, content creation)
✍️ Tone/Voice Guidelines:
- Desi-coded but global
- Big sis energy meets sarcastic Gen Z wit
- Emotional, empowering, non-salesy
- CTA style: storytelling + soft conversion
⚠️ WEAK SPOTS IN CURRENT STRATEGY
| Area | Issue | Impact |
|---|---|---|
| Blog CTAs | Generic language like “click here” or “shop now” | Low CTR and lack of emotional pull |
| Instagram captions | Focused more on aesthetics than storytelling | Lower engagement, limited affiliate clicks |
| SEO | Low-ranking on long-tail queries with high buyer intent | Traffic not converting due to misaligned keywords |
| Affiliate visibility | Affiliate links not clearly integrated or visually compelling in blog/email formats | Users unaware it’s a clickable opportunity |
| Copy Testing | No A/B testing structure for CTA styles or layout positioning | Missing insights on what drives conversion |
🧪 EXPERIMENTS TO IMPROVE PERFORMANCE
âś… 1. A/B Test CTA Styles in Blog Posts
Hypothesis: Emotion-led CTAs outperform functional ones.
Example Test:
- A: “Click here to buy this planner.”
- B: “This journal got me through 3am spirals—grab yours here 💤🫶”
Metric: CTR, time on page, scroll depth
âś… 2. Story-First Affiliate Instagram Carousel Series
Concept: Weekly “Storytime: The Product That Changed My Routine”
Goal: Boost relatability + soft-sell products in context
Track: Engagement → link clicks via Link in Bio
âś… 3. Create “Buyer’s Intent Blog Series”
Keywords:
- “Best brown girl skincare products under $30”
- “Best journals for anxious South Asian students”
Goal: Rank faster for affiliate-focused long-tail searches
Tool: Use Semrush or Ubersuggest + Pinterest to validate keywords
âś… 4. Redesign Blog Layout for Conversion
- Add sticky buttons or in-line product boxes
- Use product review blurbs with rating visuals
- Add “Shop This Post” block after each section
Goal: Higher visual clickthrough engagement on mobile
âś… 5. Test Email CTAs: Emojis + Gen Z Slang vs. Formal
Subject Line A: “I journaled through my breakdown. Here’s what worked 👀📓”
Subject Line B: “Top Journals for Anxiety Relief”
Track: Open rate + affiliate clicks from email body
As Boss Beti’s Creative Lead Copywriter in the Affiliate Marketing Department, this brief outlines a strategy built to help Gen Z South Asian women monetize authentically through affiliate content. With key goals around boosting click-through rates, increasing content-driven sales, and growing SEO-led traffic, this plan pinpoints the emotional and cultural needs of our audience. We identify major weak spots—like bland CTAs and unoptimized blog formats—and propose bold, testable experiments to fix them. From A/B testing emotional CTAs to launching a relatable Instagram storytelling series, this brief focuses on performance without compromising the Boss Beti tone: desi-coded, emotionally honest, and Gen Z-approved. Whether you’re struggling with low affiliate engagement or looking to build trust-first content that sells, this roadmap will guide your strategy toward smarter, more soulful conversion.
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