Case Study
ELECTRONIC EXPRESS
Repositioning a Regional Retail Brand
for Scalable Growth
Building a dual-funnel marketing strategy to grow visibility, performance, and brand clarity across both B2C and B2B audiences.
Client: Electronic Express
Services:
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Brand Strategy
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Multi-Channel Content Development
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B2B Marketing Strategy
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B2C Digital Campaigns
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Paid Social + Ad Creative
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Seasonal Campaign Production
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Community Engagement
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Influencer & Grassroots Activations
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Landing Page Design
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Analytics & Optimization
Date: 2023
THE PROJECT
Electronic Express is a regional retail leader operating in a highly competitive consumer electronics market. While the business had strong footing, its brand presence and marketing efforts had not kept pace with the scale and complexity of the organization.
When I joined, the need wasn’t simply for more content — it was for direction. Marketing efforts across consumer and corporate divisions lacked alignment, clarity, and a shared strategy.
The Challenge
The challenge wasn’t visibility alone — it was differentiation and structure.
Key challenges included:
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Low brand differentiation in a crowded retail landscape
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Fragmented digital presence and inconsistent messaging
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No unified strategy across B2C and B2B divisions
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Limited systems for seasonal and promotional campaigns
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A need for scalable creative, stronger storytelling, and measurable performance
Electronic Express needed a framework that could support multiple audiences, timelines, and objectives without fragmenting the brand.
My Approach
The strategy focused on building a dual-funnel system — one that addressed the needs of both consumers and corporate clients while reinforcing a unified brand identity.
The approach centered on:
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Full-funnel marketing grounded in clear brand positioning
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Performance-driven campaigns supported by consistent storytelling
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Distinct but aligned strategies for B2C and B2B audiences
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Systems and processes that could scale across seasons and promotions
The goal was modernization without losing brand trust.
B2B STRATEGY
REACHING BUILDERS, DESIGNERS & CONTRACTORS
With a new focus on corporate clients, I built a foundational B2B strategy from the ground up.
The Strategy:
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Audience Targeting: Builders, contractors, developers, interior designers
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Brand Positioning: Local, reliable partner with personalized service & competitive pricing
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Value Proposition: Dedicated account managers, volume pricing, on-site delivery & installation
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Messaging: Speed, reliability, technical expertise, and project-ready support
The Execution:
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Strategic landing pages built with dev & design teams
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Branded video content to support sales & outreach
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B2B marketing roadmap for phased rollout
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Sales enablement assets (decks, email templates, sales collateral)
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Multi-channel campaigns: Meta, LinkedIn, Google Ads, Email
B2C STRATEGY
FULL-FUNNEL MARKETING THAT SELLS
For the consumer side, I developed a campaign structure that moved people from browsing to buying — across every touchpoint.
Step-by-Step Approach:
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Strategy & Research: Audience personas, product trends, competitive analysis
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Content Development: Design systems, blogs, ads, product videos, email series
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Channel Execution: Meta, Google, Pinterest, Email, SEO, YouTube, Retail Displays
Campaign Highlights:
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40th Anniversary Campaign
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Back-to-School Tech Drive
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Black Friday & Holiday Promo Series
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SEO-driven educational blogs + buying guides
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Shorts and video content for YouTube + Reels
THE RESULTS
6 MONTHS
REACH
5.5 Million
47.9%
Follower Growth
Across all platforms
125%
6.7 Million
Engagement
Profile Impressions
HIGHLIGHTS
Social Media Content
Showcasing Strategic Campaign Series & Viral Content Development
During my time as Social Media Manager for Electronic Express, I conceptualized, produced, and launched multiple content series designed to drive engagement, educate audiences, and amplify seasonal brand moments. Below are several examples of short-form and campaign-based content that helped position Electronic Express as a modern, approachable, and trend-aware retail brand.
Black Friday Campaign SERIES
Seasonal retail storytelling & conversion optimization
Developed a high-energy short-form content series promoting exclusive Black Friday deals. Leveraged trending audio and product features to drive excitement and urgency.
Product Spec SERIES
Product education through approachable content
Created a recurring content series featuring detailed breakdowns of product specs, benefits, and quality & hosted by “a friend of Chandler.” Combined product expertise with humor and personality to boost retention and watch time.
Trend & Viral Sound SERIES
Entertainment-driven engagement
Utilized trending audio, viral memes, and cultural moments to create lightweight, relatable videos. Balanced brand voice with trend relevance, resulting in higher reach and repeat engagement.
40th Anniversary Celebration CAMPAIGN
Brand storytelling & community engagement
Produced long-form and short-form videos celebrating 40 years of Electronic Express. Integrated nostalgic storytelling with customer appreciation and behind-the-scenes clips to humanize the brand.
It's difficult to overstate just how talented, driven, and valuable Devin was as a teammate and creative professional. His passion for social media content shines through in everything he creates, and his positive, collaborative attitude made him an absolute joy to work with. Devin exemplifies what it means to be a team player, and his outstanding work ethic and creativity had a direct and lasting impact on our team's success.
Devin brought a fresh, engaging energy to our social media presence at a time when we were struggling with engagement. His ability to craft compelling content, from regular posts to larger campaign strategies, was unmatched. He has a remarkable eye for detail and a unique creative instinct that sets his work apart.
What truly distinguishes Devin is his communication and collaborative spirit. Whether he was brainstorming campaign ideas, coordinating with web and marketing teams, or fine-tuning the messaging behind a giveaway or landing page, he approached each task with enthusiasm and a strong sense of ownership. His energy was contagious and often inspired those around him, myself included, to push further creatively.
Any team would be lucky to have Devin, not only for his creative expertise and social media acumen, but for his thoughtful, team-oriented approach to work. Saying goodbye to Devin was truly difficult; we lost not only a phenomenal content strategist, but also a teammate who genuinely cared about the success of those around him.
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Mitchell Gruner | Frontend Developer at Electronic Express