How we grew a jewellery brand 400% from stuck at $170k to $680k Monthly revenue
Once upon a time, this gem of a brand was facing challenges, unable to scale their paid advertising efficiently, they were stuck in a cycle of monthly discounts and in a rut with their ad creative. Here is the full breakdown of what we did to turn this account around, and scale revenue to 4X what it was when we started - taking revenue $680k per month last month.
Step One - Email Capture
Firstly, we implemented an email capture campaign (consistently on), which was set up as a conversion optimisation on a landing page. Yes, these were much more expensive (per sign up) than what the previous agency was running, but they were much higher qualified.
Result: we saw a CVR on the emails collected on Klaviyo at 12% with over 1000 buyers from this campaign alone in the first 3 months. And even better - customers acquired this way just kept on buying so the LTV is much better!
Step Two - Structure and Exclusions
Secondly, we made sure exclusions were correct in the account. We exclude just past purchasers, but let the recent traffic into the prospecting audiences, so Meta’s algorithm gets more conversions within the prospecting audience. This way, we are targeting as many new customers as possible and know that they will be nurtured down the funnel.
We focused solely on prospecting to cold audiences as they had a massively loyal following, great retention and we knew if we grew this, the repeat buyers would follow. Our goal was to grow the brand, not make our campaign ROAS look inflated through going after people who will convert anyway.
Step Three - Creative
Thirdly, for creative, it was time for a shake-up as the brand was using all stock imagery. We suggested bringing some life to it, some fun, bringing the products to life with fashion ideas on what to pair with both formal and informal. We shared example images and video, dove deep into the customer avatar and helped guide our client on what sort of creative we needed, based on what was performing in our other accounts, and bringing in consumer psychology. They invested in a photo shot of lifestyle close-up images, and ran with our advice.
After this suggestion, we haven’t looked back; the click-through-rate CTR went through the roof with this new creative approach, and Cost Per Add To Cart was seriously low with the overall CVR staying stable. This worked because the product quality was great, but it really needed to be brought to life so that people could get that touch and feel quality.
Step Four - No More Discounts
Lastly, this brand suffered from FOMO. They were always afraid they were missing out on conversions, leaving money on the table, and suffered from a typical issue in the jewellery space - reliance on sales. They did gift with purchase, and Buy One Get One offers all the time, doing one nearly almost every month at the end of the month to recoup what they felt was “missed” revenue. This led to a lot of their funnel waiting for these sales and, in turn, making times outside these periods super low revenue-wise. Also made it very hard to plan spend and we would be leaning into this too much!
We advised reducing this as it was impacting margins but also buyer behaviour. We explained when taking over; we would not run any discounts or offers for the first 3 months, to flush out these bargain hunters from the funnel. It took a lot of convincing as we expected a very poor 3 months, but they agreed, and the magic word for those three months was “efficiency.”
Eventually, we got to a stage where they were having strong weeks at full price and didn’t want to run any sales. We can say now the last sale we ran was in November for BFCM.
The way we have the account set up right now
Structure-wise - we have focused this year on regular prospecting but also supplemented it successfully with ASC+, cost caps, and shop and web campaigns. We are seeing success in splitting out Avantage+ Shopping Campaigns+ for DPAs only and regular ads.
TOF (ABO) (20%)
Interests - In high end jewellery brands
LAL of high AOV purchasers
Broad
TOF (CBO) Cost Cap (15%)
We try to keep this around this percentage as the budget doesn’t always spend and dont want it to make spend fluctuate to much each day
TOF (CBO) Web+Shop (25%)
We run both DPA’s here and regular ads bot working well. Hopefully soon we can get the breakdown of the Web vs Shop metrics.
TOF (CBO) ASC +(5%)
The reason this is so low is we are seeing better performance in CC and Web + Shop
MOF (CBO)20%
We have gone for a super segmented with this campaign as wanted to see which audiences were driving best results and over what time periods.
website vistors 180d
Saved Posts 180d
Video Video 50% 180d
ATC 180d
FB +IG -180-365
FB IG Engagers 180
Email list
IC 180 days
BOF DPA’s (10%)
This is split out into price categories within the catalogue as we are allowing higher CPA’s on products which are over $500 and lower on those below this price.
Loyalty (5%)
This is low hanging fruit and tend to aim for 4x ROAS + here targeting a Klaviyo list of all past purchasers. We keep an eye on frequency here but it never seems to be an issue.
Recap
And just like that, our jewelry brand’s story has taken on the gleam of a fairytale! From struggling to scale their spend on paid social to bursting at the seams with a sparkling $180k monthly budget.
From revamping creatives to innovating targeting strategies, from overcoming FOMO to focusing on efficiency, this adventure had it all. With a plot twist here and a valuable lesson there, our brand has come a long way, setting the stage for even more dazzling success in the chapters to come. So here’s to more growth, more sparkle, and more fairytale-like success! Because in the world of marketing, every brand has a story... and this one’s is just getting started!
