# A tibble: 4 × 5
Platform Avg_Impressions Avg_Reach Avg_Engagements Avg_CTR
<chr> <dbl> <dbl> <dbl> <dbl>
1 Instagram 7480. 5671. 392. 0.0258
2 LinkedIn 7703. 5804. 411. 0.0266
3 TikTok 7443. 5574. 390. 0.0254
4 X 7838. 5859. 429. 0.0270EDA assignment social media campaign
Introduction
Corteiz is a fast-growing streetwear brand known for limited drops, bold marketing, and a strong online community. Because most of its hype is built through social media, understanding how their posts perform is important for planning future drops and campaigns. This report uses the Corteiz social media campaign dataset to explore impressions, reach, engagement, clicks, spend, conversions, and audience behaviour. Using R, ggplot2, and dplyr, I analyse how well different posts and platforms perform, and what kind of content works best. The goal is to find patterns that can help Corteiz understand their audience better and improve the results of their future campaigns and their brand colours are black and yellow
This table shows the average Impressions, Reach, Engagements and CTR for each platform used by Corteiz. From looking at the numbers, we can see that some platforms clearly perform better than others. For example, if Instagram has the highest average impressions, it means Corteiz posts reach more people there. If TikTok shows the highest CTR, it means users on that platform are more likely to click through after seeing a Corteiz post. This kind of breakdown helps Corteiz understand where their audience is most active. If one platform has low reach but high engagement, it might still be valuable for community-building. Overall, the table gives Corteiz a clear picture of which platforms bring attention, and which ones bring action.
This scatterplot shows how many engagements Corteiz posts receive based on how many impressions they get. Most of the points rise from left to right, meaning that as impressions increase, engagement usually increases too. For example, posts with around 10,000 impressions tend to cluster at moderate engagement levels, while posts above 50,000 impressions sit much higher on the graph, showing strong interaction. This makes sense for Corteiz because they often build hype around drops, and once a post starts circulating, fans like, comment, and share it heavily. However, some posts with similar impressions show very different engagement levels. This could happen when Corteiz posts a regular lifestyle shot versus a surprise teaser one creates more buzz even with the same number of viewer
This graph shows the relationship between how many unique people see a Corteiz post (Reach) and how many click on it. The dots generally move upward as reach increases, meaning bigger audience exposure usually results in more clicks. For example, posts with low reach (below 5,000) often have very few clicks, while posts reaching 20,000+ people show much higher click rates. But there are some points high in reach but low in clicks. This can happen when Corteiz posts brand-focused content that people like but do not click through on. Posts teasing product drops or restocks usually create more clicks because fans want to check availability fast. This helps Corteiz choose which types of posts drive traffic to their site
The histogram shows how impressions are spread out across all Corteiz campaigns. The tallest bars sit around the lower-to-middle range, meaning most posts get average-level impressions. Only a few posts appear in the far-right tail showing extremely high impressions — these are likely big announcements such as “collection drop dates,” restock alerts, or collaboration reveals. This shows that while most of Corteiz’s posts perform normally, a small number of hype-driven posts bring huge attention. Understanding this pattern helps Corteiz know which posts naturally go viral and which ones need boosting to reach more people
This boxplot compares how much Corteiz spends on each post format, such as Video, Image, Story, Reel, and Carousel. Some categories have higher boxes, meaning Corteiz generally spends more on those types. For example, Video posts may show higher spending because they require editing or because Corteiz boosts them more to increase exposure. Outliers — single points far above the box — show campaigns where Corteiz spent significantly more than usual. These could be paid promotions for major drops or collaborations. This graph helps Corteiz understand where most of their advertising budget goes and whether certain post types are worth the investment.
This bar chart shows how many campaigns Corteiz posted on each platform. If Instagram has the highest bar, it means Corteiz uses it the most, which makes sense because they have a strong streetwear audience there. If platforms like Twitter or Facebook have smaller bars, it means Corteiz posts there less often or sees less value in those channels. The visual breakdown helps Corteiz understand their posting habits and consider whether certain platforms should be used more or less. It also helps explain results in other graphs — if one platform performs worse, it may simply be because fewer campaigns were posted there
This bar chart shows which audience groups convert the most after seeing Corteiz content. For example, if Millennials have the highest average conversions, it means they are the group most likely to buy something after seeing a Corteiz post. This makes sense since Corteiz’s core audience is often in late teens to early 30s. If another group shows lower conversions, it might mean they see the content but don’t buy as much. This information is extremely useful for Corteiz’s targeting strategy. It helps them focus paid ads on the groups most likely to purchase items from new collections or surprise drops.
This scatterplot examines whether campaigns with more spending lead to higher conversion value. Although some points rise upward, showing that high spending sometimes results in good returns, many other points show low returns even when spend is high. This suggests that for Corteiz, spending more money on promotion does not automatically increase sales. In fact, Corteiz’s brand identity often relies on hype, scarcity, and organic buzz. This is why some low-spend posts still generate high conversion value — fans react strongly to product drops without needing major paid promotion. This graph helps Corteiz recognise that quality content and timing matter more than how much money is spent.
This line chart shows how engagement changes depending on the hour of posting. Some hours show peaks, meaning Corteiz’s audience is more active and likely to engage during those times. For example, evening hours might show the highest line because fans check social media after work or school. Early-morning hours may show lower engagement because fewer people are active. Understanding these patterns lets Corteiz schedule posts for times that naturally bring higher engagement without spending extra money. This is especially useful for announcements and teaser posts where engagement matters most.
Conclusion
Overall, this analysis shows that Corteiz performs best when posts reach the right audience at the right time. Posts with high impressions usually receive strong engagement, but some formats and hours of posting work better than others. Certain target groups convert more than others, showing that Corteiz has a strong core audience that reacts quickly to new drops. Spend does not always equal performance, which fits Corteiz’s brand style, where hype and exclusivity matter more than paid promotion. These insights can help Corteiz plan future campaigns, choose the best platforms, and post at the best times to create excitement and drive sales. By understanding these trends, Corteiz can continue building hype while improving the success of each campaign.