A luxury jewelry brand, Jane Pope Jewelry strived to increase their footprint in the inundated DTC jewelry market. In 2019, after working with the company for two years, we made a shift and set an ambitious goal of a 30% annual revenue increase. We when employed several calculated adjustments to our strategy to meet the goal.
Services
Marketing
We helped JPJ transition their DTC brand into advertising. Utilizing a minimal design aesthetic, a creative approach to ads and multiple ad formats, we launched the brand to a much wider demographic to improve the impact of brand awareness.
To create an even broader reach, we extended their typical 25-45 yr old target demographic into more giftable audiences, such as men with anniversaries, Mother's Day shoppers, and more.
Growth
Starting with our traditional growth marketing channels - Google search & display ads, and Facebook & Instagram - we shifted our focus from evenly targeting prospective and previous customers to leading with our strong retargeting pool. Using Branded and Non-Branded Google Search tactics, we were able to secure prospective and retargeting customers simultaneously, while still conserving budget. We also switched up our banner ads from strictly lifestyle images to an array of eye-catching products in order to bring users back to the site.
Our Facebook and Instagram campaigns were the largest driver of sales throughout the year, with a retargeting audience of less than 1,000 users generating the most sales from any audience. Using carousel ads and our new display ads moonlighting as Instagram Stories, we worked to emphasize our retargeting and previous purchasers along with a few lookalike audiences and interest-based targeting to drive sales.
