How I Turned Emotional Storytelling into Qualified Leads for a New Event Brand?
The Challenge
Sparkle Edit was entering a market full of event planners that all looked and sounded the same. On one side, there were polished corporate agencies. On the other, low-cost freelancers. There was no in-between. No brand that made people feel emotionally seen while still delivering high-aesthetic experiences mainly focusing on corporative events or weddings.
I had to build everything from scratch.
A brand, a voice, a client journey, and a digital presence that could cut through the noise and attract people who cared more about meaning than price.
No paid PR. No existing audience. No name recognition.
The challenge was simple to say, but hard to do:
Create a brand people trust, talk about, and reach out quickly.
The Strategy
A full-funnel strategy was built that didn’t follow a straight line. Instead of pushing every visitor through the same steps, I mapped each persona to the moment they were most likely to convert.
• Overwhelmed brides weren’t in the mood to “learn more.” They wanted trust and beauty, fast. We gave them visual proof and direct access to book a consultation.
• Busy parents planning birthdays needed warmth and clarity. They didn’t care about style guides. They needed someone who “got it.”
• Design lovers were obsessed with aesthetics. We focused on visual storytelling and social validation to build desire.
Each persona entered the funnel at a different point and got a different landing page, CTA, and tone.
Emotion-Led Messaging
The brand led with emotional hooks (pride, nostalgia, intimacy) to drive relevance and recall.
Capture Intent
Google Ads targeting high-intent keywords to capture users actively seeking event planning support.
Build Trust Through Micro-Voices
Collaborated with niche influencers to build awareness, trust, and UGC-style content that performed organically.
KPI-Aligned Channel Strategy
Allocated budget by channel performance, optimized for CTR, CPA, and trial sign-ups across funnel stages.
Execution
Developed a full-funnel strategy across five channels, combining emotional storytelling with measurable performance. Each channel was mapped to specific personas and funnel stages to maximize reach, engagement, and conversion.
🔸 Google Search AdsRan high-intent keyword campaigns targeting users actively searching for event support in Madrid and Barcelona. Each ad led to persona-specific landing pages optimized for clarity and trust.
🔸 Instagram & TikTok Organic ContentCreated emotionally rich posts and short-form videos. The content focused on beauty, intimacy, nostalgia, and joy, highlighting real moments and behind-the-scenes scenes from Sparkle setups. We followed an 80/20 rule: inspiration first, conversion second.
🔸 Meta Ads (Facebook & Instagram)Meta was used to reach cold audiences and run retargeting campaigns. Audiences were segmented by life stage, relationship status, and interests like design, weddings, and private events. The best-performing ads were story format with short emotional copy and strong CTAs.
🔸 TikTok Paid Ads TikTok campaigns used event transformation videos, POV skits, and ASMR-style ambiance cuts to connect with Gen Z and younger millennials. These ads focused on curiosity and aesthetic impact and redirected traffic to lead magnets like the Sparkulator.
🔸 Videos
Produced a series of short-form videos tailored for Instagram Reels and TikTok. Each video focused on emotional storytelling Leo’s proposal party
Emma's Masquerade Birthday
Clara's Retro Party on a Budget!
🔸 Micro-Influencer Activations
Partnered with creators who reflected our audience’s values—mostly women in their late 20s to mid-30s with an eye for detail and a love for storytelling. They shared first-person Sparkle experiences that boosted credibility and warmth without pushing a product.
🔸 Lead MagnetsDesigned to help real people make sense of something that can often feel overwhelming: planning a meaningful event. Each one offers something genuinely useful, whether it’s a simple checklist, a fun quiz, or a behind-the-scenes look at how we work. The goal was to meet potential clients where they are, give them something valuable right away, and start a relationship based on trust.
🔸 Landing Pages Each ad and content piece led to a tailored landing page designed around the emotional state and decision stage of the user.
🔸 The website Each ad and content piece led to a tailored landing page designed around the emotional state and decision stage of the user.
Budget and Performance
I worked with a total media budget of €2,500, distributed across four core channels:
• Meta Ads (Facebook + Instagram): €1,000
• Google Search Ads: €600
• TikTok Ads: €500
• Influencer Partnerships: €400
The focus wasn’t reach. It was results. Every euro spent had a specific purpose, tied to real metrics and clear outcomes.
Performance Summary:
• 2,132 leads generated across all campaigns
• 40% increase in consultation requests compared to the baseline
• €1.17 average cost per lead across channels
• Google Search brought in the most qualified leads
• TikTok delivered the highest click-through rate, especially among younger audiences
• Meta Ads brought in the highest traffic volume, particularly through retargeting
• Influencer content performed slower, but helped build long-term brand trust
The performance was reviewed weekly. Creatives that didn’t convert were replaced. High-performing ones were scaled and repurposed across platforms.
Key Findings
People responded more to tone and mood than to service details. The brand voice did more work than the offer.
Instead of forcing every lead down the same path, we met each persona where they already were. The result: more conversions.
Lifestyle content worked for reach, but direct CTAs like “Use the Sparkulator” or “download the lookbook” were what moved leads forward.
With the right visuals and timing, it outperformed other channels on engagement and traffic to landing pages, especially with Gen Z and early millennial planners.
Everything from copy to layout worked because it felt real. Sparkle didn’t try to sound like an agency. It sounded like someone you could trust with your celebration.
Conclusion
Creating a full brand and giving it a voice people could connect with this is the spakle edit. Where each persona is met where they were, with the tone and format that made sense for them. Focused on clarity, intent, and empathy rather than on a big budge
Sparkle Edit showed that when you connect with the right people, in the right way, you don’t need a huge budget or a massive team. You need insight, consistency, and the guts to build with intent.
