Blu Smartphones Project – Iván Santiago Duarte

Client: Blu Smartphones
Year: 2025
Role: UX/UI Designer, Campaign Manager

Bringing BLU Smartphones to Colombia: Building a Digital Presence from Zero

From zero digital presence to a comprehensive ecosystem covering website design, SEO optimization, social media launch, marketplace integration, and CRM + email marketing management.

1.Overview

BLU Smartphones, a U.S.-based mobile manufacturer, needed to enter the Colombian market with zero prior digital footprint. This case study details how I led the creation of a comprehensive digital ecosystem — from UX/UI design and SEO to social media campaigns, marketplace setup, and CRM integration.

Business Goal: Establishing a Scalable Digital Presence

Establish a full-funnel digital presence to drive brand awareness, user acquisition, and e-commerce conversions in a brand-new market.

2. Strategy

The strategy combined four main pillars: (1) a responsive, SEO-optimized website with full product catalog; (2) social media launch and community building; (3) marketplace integration (Mercado Libre); and (4) CRM and email marketing to collect and activate leads. My role covered UX/UI design, SEO, copywriting, campaign management, and community management.

3.Execution

Website & SEO

Built a responsive UI/UX website with sections: Home, Devices, About Us, Support, Club VIP.
Created individual subpages for each model (G44, G84, Bolt K20, Bolt K50), with detailed specs and visuals.
Optimized meta tags, keywords, SEO structure, and Google indexing.
Designed mockups similar to WooCommerce to simulate e-commerce flow.
Implemented Club VIP with form integration for lead generation + email marketing.

KPIs:

Indexed 4 product pages, optimized 200+ SEO fields, first ranking keywords within 3 months.

Social Media (Instagram + Facebook)

Created and optimized brand accounts (bios, descriptions, contact info).
Designed and published launch posts + organic campaigns.
Ran first Meta Ads campaign (device giveaway) → +1200 followers in the first month, high engagement.
Developed story highlights, reels, and engagement dynamics.

KPIs:

+1200 followers in 30 days, Reach: +40K users in the first campaign, Engagement rate: +8% (above industry average 3–5%).

Marketplace (Mercado Libre)

Uploaded all devices with optimized descriptions and SEO-friendly copywriting.
Managed product images, technical specs, and pricing.
Integrated links between website and Mercado Libre for cross-traffic.

KPIs:

100% product catalog published, Bounce rate reduced by linking ML → Web, Avg. conversion rate: +4.2% in first 2 months.

CRM, Email & WhatsApp Business

Created and configured institutional emails for each team member.
Designed automatic WhatsApp responses (welcome, CTA, support).
Implemented Club VIP form → captured +500 leads in first 2 months.
Designed email marketing flows (welcome sequence, device updates, promotions).

KPIs:

+100 subscribers in Club VIP, Avg. email open rate: 23%, CTR in campaigns: 9.1%.

4.Takeaways

This project allowed me to apply a wide range of skills—from UX/UI design and SEO to campaign management, copywriting, and CRM integration. The key takeaway: launching a brand in a new market requires a holistic strategy where every channel (web, social, marketplace, CRM) works together to deliver measurable results.