DIGITAL MARKETING · CREATIVE STRATEGY · ANALYTICS

I turn insight
into work people
notice.

Hi — I’m Robert. You can also call me Arnob. I strategize and design digital content around audience problems, creative hypotheses, and measurable outcomes.

Explore the work ↓ View résumé ↗ Full portfolio ↗
Content strategySocial creativePaid mediaResearch
Robert Mark Arnob D' Costa
BASED IN CANADA Marketing × data × creative
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HOW I WORKStrategy grounded in audience insight — then built, tested, and measured.
01Audience ResearchPersonas · pain points · competitor analysis
02Creative StrategyPositioning · funnels · content systems
03Performance AnalysisCampaign data · testing · optimization

01 / CLIENT WORK

MiddleHouse
Developments.

Real-estate social creative built from audience tension, not decoration. Scroll through the campaign logic; the artwork updates beside it.

Gain Back the Time campaign creative
01/ 07

01 · COMMUTER MARKET

Gain Back the Time

Make commute pain feel personal: lost time with the people who matter.

Objective
Raise awareness around the lifestyle cost of long daily commutes.
Audience
Working professionals 25–45 and parents commuting between home and work.
Pain point
Time lost in traffic and reduced time with family.
KPI
Engagement: likes, comments, shares.

02 · GROWING FAMILY

Lack of Space

Turn overcrowding into a story about the next family chapter being put on hold.

Objective
Build awareness among families outgrowing their current living space.
Audience
Young parents and couples planning to have children.
Pain point
Overcrowding, storage limits, and a smaller condo or apartment.
KPI
Engagement: likes, comments, shares.

03 · RETIREE MARKET

Walking Home

Contrast elevator dependence with the simplicity of direct, walkable access.

Objective
Raise brand awareness among retirees.
Audience
Urban residents aged 45+.
Pain point
Restricted mobility and the friction of shared vertical access.
KPI
Engagement: likes, comments, shares.

04 · VALUE-CONSCIOUS BUYER

Don’t Rent a Condo for the Gym

Question recurring fees for features a buyer may rarely use.

Objective
Raise awareness around the mismatch between condo fees and personal value.
Audience
First-time buyers and young urban professionals.
Pain point
Paying recurring fees for shared amenities that may go unused.
Funnel
Awareness.

05 · YOUNG ADULT MARKET

Don’t Pay to Paint

Reframe a “new home” around the hidden expense and hassle that can follow the purchase.

Objective
Raise awareness among young adults and couples.
Audience
Urban residents aged 20–40.
Pain point
Expensive renovation costs after buying a home.
Message
Enjoy the home without immediately paying again to make it livable.

06 · FAMILY LIFESTYLE

Your Kids Deserve a Front Door

Translate a physical feature into independence, outdoor access, and family-oriented living.

Objective
Raise awareness among young families considering their next home.
Audience
Young parents and couples planning to have children.
Pain point
Limited independence and outdoor access in high-density housing.
Funnel
Awareness.

07 · COST-CONSCIOUS BUYER

Beyond the Mortgage

Move the affordability conversation from the headline mortgage to the recurring cost of ownership.

Objective
Raise awareness of recurring costs associated with condo ownership.
Audience
First-time buyers, young professionals and couples.
Pain point
Condo fees beyond the mortgage payment.
KPI
Engagement: likes, comments, shares.

02 / SYSTEMS THINKING

Pretty is not
a strategy.

The work was organized around audience needs, funnel intent, topic adjacency, and repeatable content architecture.

WHY

Three content tiers

50%

Growth — earn organic attention and address broad housing frustrations without aggressive sales language.

15%

Action — conversion-led content tied to live buying moments, launches, and releases.

35%

Community — deepen trust, brand equity, and design transparency.

HOW

Three operating modes

  • EvergreenChallenge status-quo assumptions and recurring homeownership myths.
  • CampaignsTime-bound product stories aligned with development phases.
  • ReactiveUse relevance + authority filters to respond to market, economic, and zoning shifts.
WHAT

Adjacent possible

Move from literal product features into broader audience-aware themes.

Product & ArchitectureMindset & LifestyleCulture & Urbanism

03 / MOTION

Campaigns
that move.

Six short-form pieces from the MiddleHouse project. Tap any card to watch with sound.

04 / SELF-DIRECTED CREATIVE

Ideas without
a client brief.

Personal exercises in product positioning, visual metaphor, promotion, and campaign concepting.

Ludwig Coffee visual metaphor poster
Visual metaphorLudwig Coffee
Live Like a King fashion promotion poster
PromotionLive Like a King
Lay's Crunchy Bites awareness poster
Brand awarenessCrunchy Bites
Triple Cheese Poutine concept poster
Product launchTriple Cheese Poutine
Grab Some Fries poster
Break-time awarenessGrab Some Fries
Drink and Toss sustainability poster
Sustainability conceptDrink & Toss

05 / PAID GROWTH EXPERIMENT

A small budget.
A measurable test.

I ran a Meta/Instagram promotion to test audience response, creative performance, and traffic generation — then read the results as a marketer, not just a designer.

Instagram account and campaign proof screenshot
Campaign evidenceInstagram paid promotion
0Ad views
0Reach
0Link clicks
0Profile visits
0Saves
0Approx. CAD CPC
Meta ad creative: Do you feel like your life doesn't matter? Meta ad creative: crown of thorns concept Meta ad creative: Jeremiah quotation concept Meta ad creative: Ephesians quotation concept Meta ad creative: hope and future concept Meta ad creative: save reminder

06 / TOOLKIT

Tools I use to
think & build.

My workflow crosses marketing, analytics, design, and lightweight development — useful when a problem needs more than one kind of answer.

MARKETING & MEASUREMENT
Meta AdsGoogle AnalyticsPerformance AnalyticsAudience Analysis
DATA & ANALYSIS
Advanced ExcelPython · PandasSQLRegression Analysis
CREATIVE
CanvaAffinityContent StrategyCopywritingDesign Principles
TECHNICAL
C#Data WorkflowsReporting Automation

Also certified through the IBM Data Science Professional Certificate, Data Analysis with Python, and Using Python to Access Web Data.

07 / LONG-FORM WRITING

Before ads,
I wrote ideas.

Independent long-form educational writing since 2017 — across psychology, marketing, artificial intelligence, philosophy, book reviews, and technology.

9Years writing
2,300+Medium views
1,400+Medium reads
PsychologyMarketingArtificial IntelligencePhilosophyBook ReviewsTechnology

THE THROUGH-LINE

Research the tension.
Build the idea.
Measure what happens.

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