Esq Jewellery

Combining creative brilliance and strategic social media advertising, Esq cut through a saturated market to emerge as a formidable force in the jewellery industry.

The Result

Within the first month of working with Esq, we were able to raise more than the previous month’s brick and mortar revenue.
4.52
x
Average ROAS
$
1030
%
Monthly revenue growth
10
x
Increase in monthly orders

Introduction

Esq is a luxury women’s jewellery brand with an understated, delicate, and very elegant aesthetic. The concept is amazing - appealing to the modern woman with a thirst for high fashion and high-end brand quality, without the price tag.


Before coming to Buttr, Esq was a well-established bricks and mortar store operating out of the Eastern Suburbs of Sydney. Don’t get us wrong; Esq was not in a bad spot before onboarding with Buttr.


A distinct brand voice and very successful brick-and-mortar operations reinforced the voice and market fit of the brand, but although they had dabbled in Facebook and Instagram ads, Esq were unable to sustainably scale through paid social media while maintaining a healthy return on ad spend.

Goal

Scale revenue while maintaining a healthy return on ad spend across all channels. A key priority for Esq was not losing its brand voice or identity as a result of data-driven decision-making. This meant balancing creative and performance was something that was top of mind for our team through every decision.

Strategy

To begin with, we looked at what had and had not worked for Esq in the past. Esq had an excellent visual presence, but the primary issue was customer access and exposure.


The team diagnosed that what Esq needed was a strategy that balanced on-brand content and data-driven decision-making. We started testing with low budgets; creatives, audiences, campaign structures... You name it, we tested it!


After raising more than the previous month’s revenue in the first five days, we knew we were on the right track. From here, put simply, we doubled down on what was working and continued to test different angles, strategies and creatives, essential in avoiding creative/audience burnout.


With this data, we proceeded to build a robust system that constantly found and nurtured new customers while continuously re-engaging existing customers to increase lifetime value.

Challenges

A key challenge for Esq and any brand with a large inventory is the ability to hone in on exactly where budgets should be allocated. While Esq had some hero products, we needed to find ways to effectively scale horizontally by constantly testing to find fitting substitution products as popular products sold out.

Challenges

A key challenge for Esq and any brand with a large inventory is the ability to hone in on exactly where budgets should be allocated. While Esq had some hero products, we needed to find ways to effectively scale horizontally by constantly testing to find fitting substitution products as popular products sold out.

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