What We Did
Having worked on the designer jewellery brand's record-breaking campaign for Black Friday in 2021, we were challenged to try and beat the figures reached with a new marketing strategy for retail in 2022. Having already identified social media and Google Ads as the most effective channels for getting the digital marketing in ecommerce results required, we were tasked with using fresh creative to generate an even better return on ad spend (ROAS) than the year-round target of 5% and Black Friday 2021’s great result of 9%.
Visual creative can make or break a paid social campaign, so we worked with the brand to develop a group of creative assets (videos, image carousels and catalogue ads) that really showcased the jewellery collections well.
We wanted to achieve an efficient way of reaching consumers nearing the decision stage of their buyer journey so retargeted separate audiences of basket abandoners and product viewers, with the specific product they had already engaged with on the site. We also ran prospecting activity targeting lookalike audiences and several sets of lookalike audiences that we’ve seen success with in the past.
We created Google Ads campaigns that only targeted users who were actively engaged in jewellery shopping, utilising the brand's positioning that appeals to both fashion and fine jewellery shoppers, to maximise the number of sales of these quality pieces.
The month of November 2022, which included five days of ramped-up activity during Black Friday week overshadowed the previous record-breaking campaign run in 2019.
More than 450,000 people saw the brand’s ads (120% up on 2019).
There were more than 250% more transactions during Nov 2022 than in Nov 2021.
Revenue in November 2022 was up by 291% on what came in during the same period in 2021.
The ROAS for the month in 2020 was 13.1%, which was up 45% on the previous year.