The Industry: Jewelry Retailer The Market: Capital Region The Length: One Month
A social media and competitive audit was conducted and findings determined that the company was lacking engagement and following on Instagram. This platform is particularly important to the company as it is heavily dependent on visual content. Consumers in the client’s market make purchasing decisions based on urges, utilizing a visual component to highlight their products is pivotal in increases spur of the moment buying.
During the analysis, we also discovered that the client was not appropriately targeting their paid advertising content on Facebook to reach consumers who were most likely to engage and convert to customers.
The first solution was to create two distinct Instagram campaigns that would help drive engagement and following on Instagram through customer advocacy, and showcase product specials during the holiday season. The first of the campaigns, entitled “Show Your Love,” was used to prompt customers to showcase their favorite pieces for the client and to tell a story about why the love the product. Customers were instructed to tag the company and use the hashtag #iloveGPDC. This process increased consumer buy-in through peer advocacy, and personal posting. Customers participated for a chance to win a 40-person wine tasting at the client’s location in Albany, NY.
The second campaign, entitled “25 Diamond Days of Joy,” was used to promote 25 different pieces of Jewelry each day from December 1ST through December 25TH. These items had crafted stories attached to their image, and were offered at 20% off on the day they were showcased and 10% off the remainder of the campaign. The benefit of this campaign is that it ran concurrent with the end of the “Show Your Love” campaign to reach new followers of the brand.
To address the un-targeted paid advertising on Facebook, we developed a consumer profile and ran targeted ads throughout the client’s campaign. Each day the ads were re-targeted to ensure we were reaching the most appropriate audience. In the end, a targeted consumer profile was discovered for all future advertising.
- Increased social following on Instagram by 57.8%
- Increased social engagement on Instagram by 204%
- Increased average Facebook Ad Engagement by 6,152.6%
- Reduced Facebook cost per reach $0.02 to $0.008
- Reduced Facebook cost per engagement to $0.54 to $0.03
- Reduced average Facebook Ad cost by $22.92
- Increased ratio of organic reach to engagement from 43:1 to 19:1
- Increased ratio of paid reach to engagement from 23:1 to 3:1
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