THE CHALLENGE
A bespoke jewelry design house endured a dip in demand for custom made jewelry in an market where the trend morphed towards ready-to--wear pieces with functionality, diversity, and lower price.
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They needed a prolific marketing approach to reset the rules of the game, and invite people to have an elegant piece of jewelry designed exactly as they wish.
THE SOLUTION
Before pontificating about the right strategy. ​We made sure we understood the customer journey.
Why do people buy jewelry?
When do they usually do it?
What do they prioritize?
What's the conversation going in their head?
What's our Unique Selling Proposition (USP)?
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The answers paved the way for the rest.
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Our potential customers were not in the masses. So our approach was highly targeted, and with a high transaction size.
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Before starting to drive traffic, we made sure branding principles were solid. A clean design that met the HIGH standard of our customers.
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- We polished the images on the website with editorial-looking professional photography.
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- Adopted a high-end, modern, and minimalist web design aesthetic and narrated the story through the product and visuals. Less talk, more walk.
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- Baked in a strong lead collection method on the website for retargeting purposes.
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We ran hybrid digital TikTok, Meta, And Google ad campaigns focused on generating leads, and themed around "Surprise Your Loved One With A Stunning Custome Made Jewelry" timed with Valentine and a local gifting season.
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The goal was to showcase the dream state, happiness, smooth experience, and excellent craftsmanship and to trigger the feeling of exclusivity.
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"A Unique Piece Crafted for That Special Moments"
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RESULTS
52%+ ORDERS
3.0 ROAS
<5$ CPC
Industry: Luxury Goods
Year: 2024
